突发公共卫生事件下消费者行为分析——以新冠肺炎为例

Analysis of Consumers'Behavior in Emergencies of Public Health——Take Novel Coronavirus Pneumonia as an Example

分析了突发公共卫生事件对消费者行为的影响,运用心理学和营销学的理论分析外部刺激对认知和情感的作用,通过公众的心理变化来进一步分析突发公共卫生事件下需求的极端变化以及消费行为所表现的阶段性特征,提出突变环境下企业应采取的应急营销策略,为企业应对疫情引起的环境变化提出了可行性建议。

This paper firstly analyzes the impact of public health emergencies on consumer behavior,and then studies the effects of external stimuli on cognition and emotions by using relevant theories of psychology and marketing.Based on the analysis of public psychological changes,the extreme changes in demand under public health emergencies and the staged characteristics of consumer behaviors are understood further,so as to propose emergency marketing strategies that enterprises should adopt in a sudden environment,and thus provide some suggestions for enterprises to deal with environmental changes that epidemic situation caused.