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銆婃秷璨昏€呰鐐哄銆嬶紙鍍呴仼鐢ㄥ搧鐗�銆佸唬鍛婅垏娑堣不蹇冪悊鏂瑰悜锛�
涓€銆佹秷璨昏€呰鐐哄灏庤珫
锛堜竴锛変綔鐐轰竴闁€瀛哥鐨勬秷璨昏€呰鐐哄
1锛庢秷璨昏€呰鐐哄鐨勭爺绌跺皪璞�
2锛庢秷璨昏€呰鐐哄鐨勭爺绌跺収(n猫i)瀹�
3锛庢秷璨昏€呰鐐哄鐨勫叐绋爺绌惰寖寮忥紙Paradigm锛�
4锛庢秷璨昏€呰鐐哄鑸囨秷璨昏€呭績鐞嗗锛圕onsumer psychology锛夈€佸唬鍛婂績鐞嗗锛圓dvertising psychology锛夌殑鐣板悓
锛堜簩锛夊熀鏈蹇�
1锛庢秷璨昏€咃紙Consumer锛�銆侀¨瀹紙Customer锛�銆佸鎴�/涓婚¨锛圕lient锛�
2锛庨¨瀹㈠児鍊硷紙Customer value锛�銆侀¨瀹㈡豢鎰忓害锛圕ustomer satisfaction锛夈€侀¨瀹㈠繝瑾犲害/淇濈暀锛圕ustomer loyalty/ retention锛�
3锛庡搧鐗岋紙Brand锛�銆佸搧鐗岃硣鐢�(ch菐n)锛圔rand equity锛�銆佺敘(ch菐n)鍝侊紙Product锛�
4锛庡唬鍛婏紙Advertising锛�銆佺嚐閵峰偝鎾紙Marketing communication锛�銆佽法灞忕嚐閵凤紙Cross-screen marketing锛�
5锛庣嚐閵凤紙Marketing锛�銆佸収(n猫i)閮ㄧ嚐閵凤紙Internal marketing锛�
6锛庢秷璨昏€呯爺绌讹紙Consumer research锛夈€佺嚐閵疯(di脿o)鐮旓紙Marketing research锛�
锛堜笁锛夋秷璨昏€呰鐐鸿垏鐕熼姺绠＄悊
1锛庡競鍫寸窗鍒嗭紙Market Segmentation锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
2锛庡搧鐗�/鐢�(ch菐n)鍝佸畾浣嶏紙Brand/Product Positioning锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
3锛庡畾鍍圭瓥鐣ワ紙Pricing Strategy锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
4锛庣洰妯欏競鍫撮伕鎿囷紙Market Targeting锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
5锛庝績閵风瓥鐣ワ紙Promotion Strategy锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
6锛庢笭閬撶瓥鐣ワ紙Channel Strategy锛変腑鐨勬秷璨昏€呰鐐哄晱椤�
浜�銆佹秷璨昏€呰鐐轰腑鐨勫績鐞嗗洜绱�
锛堜竴锛夋秷璨昏€呭嫊姗熻垏鍊嬫€�
1锛庢秷璨昏€呯殑闇€瑕侊紙need锛夎垏娆叉湜/闇€姹傦紙want锛�
2锛庨Μ鏂礇闇€瑕佸堡娆＄悊璜栧湪娑堣不鑰呰鐐哄拰鐕熼姺瀵﹁笎涓殑浣滅敤
3锛庡浣曡瓨鍒ュ拰娓噺娑堣不鑰呯殑鍕曟锛�
4锛庡€嬫€у浣曞奖闊挎秷璨昏€呰鐐�锛�
5锛庡搧鐗屼汉鏍煎寲/鍊嬫€э紙Brand personification/ personality锛�
6锛庡児鍊艰銆佹秷璨绘枃鍖栬垏鐕熼姺绛栫暐
7锛庝笁绋窗鍒嗙洰妯欐秷璨昏€呯殑鏂规硶
蹇冪悊璁婇噺鍒嗘瀽锛圥sychographics锛�
浜哄彛璁婇噺鍒嗘瀽锛圖emographics锛�
鍦扮悊浜哄彛璁婇噺鍒嗘瀽锛圙eodemographics锛�
锛堜簩锛夋秷璨昏€呯煡瑕�
1锛庢劅鐭ヨ鍘熺悊鍙婂叾鍦ㄦ秷璨昏€呰鐐哄拰鐕熼姺瀵﹁笎涓殑浣滅敤
2锛庢劅瑕洪仼鎳�(y墨ng)濡備綍褰遍熆寤ｅ憡鏁堟灉锛�
3锛庢劅瑕洪柧闄愯垏鏈€灏忓彲瑕哄樊灏嶇嚐閵风殑浣滅敤
4锛庝韩妯傚瀷娑堣不鑰�
5锛庢經鎰忚瓨/闁句笅鐭ヨ寤ｅ憡鐨勫績鐞嗘鍒舵槸浠€涔堬紵
6锛庘€滄湇鍕�(w霉)璩�(zh矛)閲忔瘮鐢�(ch菐n)鍝佽唱(zh矛)閲忛洠鍒ゆ柗鈥濊儗鍚庣殑蹇冪悊瀛稿師鐞嗘湁鍝簺锛�
7锛庡浣曞熀浜庝汉鐨勬劅鐭ヨ鍘熺悊闁嬪睍鍝佺墝瀹氫綅锛�
8锛庝粈涔堟槸娑堣不鑰呮剰鍍忥紙Consumer imagery锛�锛�
9锛庡搧鐗屽舰璞★紙Brand image锛夌偤浠€涔堣鍙婃檪鏇存柊锛�
10锛庡弮鑰冨児鏍硷紙Reference price锛�銆佸闅涘児鏍硷紙Price锛夎垏鎰熺煡鍍规牸锛圥erceived price锛変箣闁撶殑鍗€(q奴)鍒�
11锛庝紒妤�(y猫)褰㈣薄寤ｅ憡锛圛nstitutional advertising锛夌殑鍍瑰€兼槸浠€涔�锛熷叾鑳屽悗鐨勫績鐞嗗鍘熺悊鏈夊摢浜涳紵
锛堜笁锛夋秷璨昏€呭缈掕垏瑷樻喍
1锛庡洓绋缈掔悊璜栫殑鐣板悓锛氳鐐哄缈掔悊璜栵紙缍�(j墨ng)鍏告浠跺弽灏勫缈�銆佹搷浣滄€ф浠跺弽灏勫缈掞級銆佽瀵�/妯′豢瀛哥繏鐞嗚珫銆佽獚鐭ュ缈掔悊璜�
2锛庢秷璨昏€呭缈掞紙Consumer learning锛夌殑鍥涘€嬪熀鏈绱�:鍕曟銆佺窔绱�銆佸弽鎳�(y墨ng)銆佸挤鍖�
3锛庡浣曞湪鐢�(ch菐n)鍝佺窔寤朵几锛圥roduct line extension锛�銆佺敘(ch菐n)鍝佸舰寮忓欢浼革紙Product form extension锛夈€佸搧鐗岃ū鍙紙Licensing锛変腑鎳�(y墨ng)鐢ㄧ稉(j墨ng)鍏告浠跺弽灏勶紙Classical conditioning锛夊師鐞�锛�
4锛庡浣曢亱鐢ㄦ搷浣滄浠跺弽灏勶紙Operant conditioning锛夊師鐞嗘寚灏庢秷璨昏€呮豢鎰忓害瑾�(di脿o)鏌ヤ互鍙婃彁鍗囨秷璨昏€呭繝瑾犲害锛�
5锛庡浣曠敤瑾炵京宸暟閲忚〃娓噺娑堣不鑰呭嵎鍏ワ紙Consumer involvement锛�锛�
6锛庤鎲朵俊鎭彁鍙栧浣曞奖闊挎秷璨昏€呯殑璩艰卜姹虹瓥锛�
7锛庢嚪鑸婄嚐閵蜂腑鎳�(y墨ng)鐢ㄤ簡閭ｄ簺瑷樻喍鍘熺悊锛�
锛堝洓锛夋秷璨昏€呮厠(t脿i)搴︾殑褰㈡垚鑸囪綁(zhu菐n)璁�
1锛庢秷璨昏€呮厠(t脿i)搴﹀舰鎴愮殑鍏�(n猫i)銆佸閮ㄥ奖闊垮洜绱犳湁鍝簺锛�
2锛庝笁瑕佺礌鎱�(t脿i)搴︽ā鍨嬶紙Tri-component attitude model锛夊強鍏跺湪娑堣不鑰呰鐐哄拰鐕熼姺瀵﹁笎涓殑浣滅敤
3锛庡皪璞″皫鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude toward object model锛夎垏琛岀偤灏庡悜鎱�(t脿i)搴︽ā鍨嬶紙Attitude toward behavior model锛夌殑鍗€(q奴)鍒�
4锛庡浣曢亱鐢ㄥ皪璞″皫鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude toward object model锛夎垏琛岀偤灏庡悜鎱�(t脿i)搴︽ā鍨嬶紙Attitude toward behavior model锛夌殑鍘熺悊渚嗚綁(zhu菐n)璁婃秷璨诲拰鎱�(t脿i)搴︽垨鎸囧皫鏂扮敘(ch菐n)鍝侀枊鐧�(f膩)锛�
5锛庡唬鍛婂皫鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude-toward-the-ad model锛�
6锛庘€滅敤灏嶆瘮寤ｅ憡锛圕omparative advertising锛夋敼璁婄洰妯欐秷璨昏€呭皪绔剁埈鍝佺墝鐨勬厠(t脿i)搴︹€�锛屽叾鑳屽悗鐨勭殑蹇冪悊瀛稿師鐞嗘湁鍝簺锛�
7锛庡唬鍛婅ù姹備腑鐨勭悊鎬ц垏鎯呮劅
8锛庡唬鍛婂壍(chu脿ng)鎰忎腑鐨勬兂璞¤垏鑱�(li谩n)鎯�
涓�銆佹秷璨昏€呮焙绛�
锛堜竴锛変笁绋秷璨昏€呮焙绛栭鍨�
1锛庢摯灞曞晱椤岃В姹哄瀷锛圗xtension problem solving锛�
2锛庢湁闄愬晱椤岃В姹哄瀷锛圠imited problem solving锛�
3锛庣繏鎱ｈ鐐哄弽鎳�(y墨ng)鍨嬶紙Routinized response behavior锛�
锛堜簩锛夋秷璨昏€呮焙绛栫浉闂�(gu膩n)鐨勬蹇�
1锛庡奖闊胯臣璨峰墠鎼滅礌锛圥re-purchase search锛夌殑鍥犵礌
2锛庤鍎熸€ф焙绛栬(gu墨)鍓囷紙Noncompensatory decision rule锛�
3锛庨潪瑁滃劅鎬ф焙绛栬(gu墨)鍓囷紙Noncompensatory decision rule锛�
4锛庡績鐞嗘牳绠楋紙Mental accounting锛�
5锛庡競鍫翠俊蹇碉紙Market beliefs锛夛細娑堣不鑰呮洿鍠滄閬歌泊鐨勶紵
6锛庤磮绂鐐猴紙Gifting behavior锛�
锛堜笁锛夊奖闊挎秷璨昏€呮焙绛栫殑闂�(gu膩n)閸垫儏鏅洜绱�
1锛庤澈浜嗛倓鏄碃浜嗭紙鍑堟敹鐩婏級锛�
2锛庢檪闁撳洜绱狅細蹇冪悊鏅傞枔
3锛庣挵(hu谩n)澧冨洜绱狅細鍟嗗簵褰㈣薄銆佽波鐗╅櫝鍒�銆侀姺鍞摗銆佸晢鍫撮煶妯�
锛堝洓锛夎臣鍚庢豢鎰忓害
1锛庤臣鍚庢豢鎰忓害鐨勮⿻鍍规婧栵細鎬у児姣�銆佽唱(zh矛)閲忋€侀珨椹�
2锛庣暥娑堣不鑰呬笉婊挎剰鏅�锛屼粬鍊戞渻鍋氫簺浠€涔�锛�
3锛庣暥娑堣不鑰呮豢鎰忔檪锛屼粬鍊戞渻鍋氫簺浠€涔堬紵
鍥�銆佺嚐閵峰€悊锛圡arketing ethics锛�
锛堜竴锛夊父瑕嬮仌鑳屽€悊/鏈夌埈璀扮殑鐕熼姺鎵嬫
1锛庨毐鎬х嚐閵凤紙Covert/ masked/ stealth marketing锛�
2锛庡杽鍥犵嚐閵凤紙Cause-related marketing锛�
3锛庢揩鐢ㄦ秷璨昏€呴毐绉�
4锛庣缍�(j墨ng)鐕熼姺锛圢euro marketing锛�
锛堜簩锛夐仌鍊悊/鏈夌埈璀扮殑寤ｅ憡鏂瑰紡
1锛庤櫅鍋囧唬鍛�
2锛庣敘(ch菐n)鍝佹鍏ュ唬鍛�
3锛庣吔鍕曟€у唬鍛�
浜�銆佹秷璨昏€呯爺绌舵柟娉�
锛堜竴锛夊浣曡ō(sh猫)瑷堜竴鍊嬫秷璨昏€呯爺绌堕爡鐩�锛�
锛堜簩锛夋秷璨昏€呯爺绌剁殑浜屾墜璩囨枡鏈夊摢浜涢鍨�锛�
锛堜笁锛夊父鐢ㄥ畾鎬х爺绌舵柟娉�
1锛庢繁搴﹁í璜囷紙Depth interview锛�
2锛庣劍榛炲皬绲勶紙Focus group锛�
3锛庢姇灏勬妧琛�(sh霉)锛圥rojective techniques锛�:瑭炶獮鑱�(li谩n)鎯炽€佸彞瀛愬畬鎴�銆佹晠浜嬫挵瀵�銆佽鑹叉壆婕�
锛堝洓锛夊父鐢ㄥ畾閲忕爺绌舵柟娉�
1锛庤瀵熸硶锛圤bservational research锛�
2锛庡椹楁硶锛圗xperimental research锛�
3锛庤(di脿o)鏌ユ硶锛圫urvey research锛�
锛堜簲锛夊父鐢ㄥ畾鎬�/瀹氶噺鐮旂┒宸ュ叿
1锛庡畾鍒跺晱鍗凤細闁嬫斁寮忚垏灏侀枆寮�
2锛庢婧栭噺琛細鍕曟銆佸€嬫€с€佹厠(t脿i)搴�銆佸児鍊艰銆佺敓娲绘柟寮忕瓑
3锛庣敓鐞嗗剙鍣細鐪煎嫊鍎€銆佽叇闆诲剙銆佺敓鍖栧垎鏋愬剙绛�
锛堝叚锛� 寤ｅ憡鏁堟灉瑭曚及
1锛庡唬鍛婃晥鏋滅殑椤炲瀷鍙婂叾鐗瑰緛
2锛庡唬鍛婂績鐞嗘晥鏋滄脯瑭曟ā鍨�:AIDA銆丏AGMAR銆丩&S鍏殠娈垫ā鍨�
3锛庡唬鍛婂績鐞嗘晥鏋滄脯瑭曟妧琛�(sh霉):鐢熺悊娓噺娉�銆佸績鐞嗗椹楁硶銆佽(di脿o)鏌ュ晱鍗锋硶
鍏嶈铂鑱叉槑锛氭湰鏂囩郴杞�(zhu菐n)杓夎嚜缍�(w菐ng)绲�(lu貌)锛屽鏈変镜鐘紝璜嬭伅(li谩n)绯绘垜鍊戠珛鍗冲埅闄�锛屽彟锛氭湰鏂囧儏浠ｈ〃浣滆€呭€嬩汉瑙€榛烇紝鑸囨湰缍�(w菐ng)绔欑劇闂�(gu膩n)銆傚叾鍘熷壍(chu脿ng)鎬т互鍙婃枃涓櫝杩版枃瀛楀拰鍏�(n猫i)瀹规湭缍�(j墨ng)鏈珯璀夊锛屽皪鏈枃浠ュ強鍏朵腑鍏ㄩ儴鎴栬€呴儴鍒嗗収(n猫i)瀹�銆佹枃瀛楃殑鐪熷鎬�銆佸畬鏁存€�銆佸強鏅傛€ф湰绔欎笉浣滀换浣曚繚璀夋垨鎵胯锛岃珛璁€鑰呭儏浣滃弮鑰�锛屽苟璜嬭嚜琛屾牳瀵︾浉闂�(gu膩n)鍏�(n猫i)瀹�銆�
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鏂囩珷鎼滅储
鎮ㄧ従(xi脿n)鍦ㄧ殑浣嶇疆锛� 
