有限理性和前景理论下创新营销的路径探索

Marketing Innovation Path Exploration Based on Bounded Rationality and Prospect Theory

创新和营销关乎企业生存与发展,如何将创新融于营销中,即如何使创新营销扎实落地,是学术界和企业共同关注的焦点。基于行为经济学视阈,本文将有限理性及前景理论用于研究企业创新营销的路径探索。研究得出以下结论:消费者是有限理性的,企业和商家要善于合理利用该特征。企业创新营销可依赖幸福营销、拇指规则、参照点依赖、心理账户等路径,抓取消费者注意力,激发消费者做出购买行为。本研究拟为企业创新营销提供行为经济学视阈下的指导,进一步深化行为经济学与营销学的融合发展。

Innovation and marketing are related to the survival and development of enterprises.How to integrate innovation into marketing,that is,how to make innovation marketing solid landing,is the focus of academic circles and enterprises.Based on the perspective of behavioral economics,this paper applies bounded rationality and prospect theory to explore the path of enterprise innovation marketing.This paper has reached the following conclusions:Consumers are bounded rational,enterprises and businesses should be good at making use of this feature.Enterprises innovative marketing can rely on happiness marketing,thumb rules,reference points dependence,and psychological accounts to capture consumer attention,and then stimulate consumers to make purchase behaviors.This study is intended to provide guidance from the perspective of behavioral economics for enterprise innovative marketing and further deepen the integration of behavioral economics and marketing.