|
鍙嬫儏鎻愮ず锛氭湰绔欐彁渚涘叏鍦�(gu贸)400澶氭墍楂樼瓑闄㈡牎鎷涙敹纰╁＋銆佸崥澹爺绌剁敓鍏ュ(xu茅)鑰冭│姝峰勾鑰冪爺鐪熼銆佽€冨崥鐪熼銆佺瓟妗�锛岄儴鍒嗗(xu茅)鏍℃洿鏂拌嚦2012骞达紝2013骞�锛涘潎鎻愪緵鏀惰不(f猫i)涓嬭級銆� 涓嬭級娴佺▼锛� 鑰冪爺鐪熼 榛�(di菐n)鎿娾€�鑰冪爺瑭﹀嵎鈥濃€濅笅杓�; 鑰冨崥鐪熼 榛�(di菐n)鎿娾€�鑰冨崥瑭﹀嵎搴�(k霉)鈥� 涓嬭級
2018 骞村寳浜斧鑼冨ぇ瀛�(xu茅)鎷涙敹纰╁＋鐮旂┒鐢熷叆瀛�(xu茅)鑰冪爺澶х侗
銆婃秷璨�(f猫i)鑰呰鐐哄(xu茅)銆嬶紙鍍呴仼鐢ㄥ搧鐗�銆佸唬鍛婅垏娑堣不(f猫i)蹇冪悊鏂瑰悜锛�
涓€銆佹秷璨�(f猫i)鑰呰鐐哄(xu茅)灏�(d菐o)璜�
锛堜竴锛変綔鐐轰竴闁€瀛�(xu茅)绉戠殑娑堣不(f猫i)鑰呰鐐哄(xu茅)
1锛庢秷璨�(f猫i)鑰呰鐐哄(xu茅)鐨勭爺绌跺皪(du矛)璞�
2锛庢秷璨�(f猫i)鑰呰鐐哄(xu茅)鐨勭爺绌�?j墨)?n猫i)瀹�
3锛庢秷璨�(f猫i)鑰呰鐐哄(xu茅)鐨勫叐绋爺绌惰寖寮忥紙Paradigm锛�
4锛庢秷璨�(f猫i)鑰呰鐐哄(xu茅)鑸囨秷璨�(f猫i)鑰呭績鐞嗗(xu茅)锛圕onsumer psychology锛�銆�
寤ｅ憡蹇冪悊瀛�(xu茅)锛圓dvertising psychology锛夌殑鐣板悓
锛堜簩锛夊熀鏈蹇�
1锛庢秷璨�(f猫i)鑰咃紙Consumer锛�銆侀¨瀹紙Customer锛�銆佸鎴�/涓婚¨
锛圕lient锛�
2锛庨¨瀹㈠児(ji脿)鍊硷紙Customer value锛�銆侀¨瀹㈡豢鎰忓害锛圕ustomer
satisfaction锛�銆侀¨瀹㈠繝瑾�(ch茅ng)搴�/淇濈暀锛圕ustomer loyalty/ retention锛�
3锛庡搧鐗岋紙Brand锛夈€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(y铆ng)閵峰偝鎾紙Marketing communication锛�銆�
璺ㄥ睆鐕�(y铆ng)閵凤紙Cross-screen marketing锛�
5锛庣嚐(y铆ng)閵凤紙Marketing锛夈€佸収(n猫i)閮ㄧ嚐(y铆ng)閵凤紙Internal marketing锛�
6锛庢秷璨�(f猫i)鑰呯爺绌讹紙Consumer research锛�銆佺嚐(y铆ng)閵疯(di脿o)鐮旓紙Marketing
research锛�
锛堜笁锛夋秷璨�(f猫i)鑰呰鐐鸿垏鐕�(y铆ng)閵风鐞�
1锛庡競鍫�(ch菐ng)绱�(x矛)鍒嗭紙Market Segmentation锛変腑鐨勬秷璨�(f猫i)鑰呰鐐哄晱(w猫n)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�(f猫i)鑰�
琛岀偤鍟�(w猫n)椤�
3锛庡畾鍍�(ji脿)绛栫暐锛圥ricing Strategy锛変腑鐨勬秷璨�(f猫i)鑰呰鐐哄晱(w猫n)椤�
4锛庣洰妯�(bi膩o)甯傚牬(ch菐ng)閬告搰锛圡arket Targeting锛変腑鐨勬秷璨�(f猫i)鑰呰鐐哄晱(w猫n)椤�
5锛庝績閵风瓥鐣ワ紙Promotion Strategy锛変腑鐨勬秷璨�(f猫i)鑰呰鐐哄晱(w猫n)椤�
6锛庢笭閬撶瓥鐣ワ紙Channel Strategy锛変腑鐨勬秷璨�(f猫i)鑰呰鐐哄晱(w猫n)椤�
浜屻€佹秷璨�(f猫i)鑰呰鐐轰腑鐨勫績鐞嗗洜绱�
锛堜竴锛夋秷璨�(f猫i)鑰呭嫊(d貌ng)姗�(j墨)鑸囧€�(g猫)鎬�
1锛庢秷璨�(f猫i)鑰呯殑闇€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(f猫i)鑰呰鐐哄拰鐕�(y铆ng)閵峰(sh铆)韪愪腑鐨勪綔鐢�
3锛庡浣曡瓨(sh铆)鍒ュ拰娓�(c猫)閲忔秷璨�(f猫i)鑰呯殑鍕�(d貌ng)姗�(j墨)锛�
4锛庡€�(g猫)鎬у浣曞奖闊挎秷璨�(f猫i)鑰呰鐐�锛�
5锛庡搧鐗屼汉鏍煎寲/鍊�(g猫)鎬э紙Brand personification/ personality锛�
6锛庡児(ji脿)鍊艰銆佹秷璨�(f猫i)鏂囧寲鑸囩嚐(y铆ng)閵风瓥鐣�
7锛庝笁绋窗(x矛)鍒嗙洰妯�(bi膩o)娑堣不(f猫i)鑰呯殑鏂规硶
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�(f猫i)鑰呯煡瑕�(ju茅)
1锛庢劅鐭ヨ(ju茅)鍘熺悊鍙婂叾鍦ㄦ秷璨�(f猫i)鑰呰鐐哄拰鐕�(y铆ng)閵峰(sh铆)韪愪腑鐨勪綔鐢�
2锛庢劅瑕�(ju茅)閬╂噳(y墨ng)濡備綍褰遍熆寤ｅ憡鏁堟灉锛�
3锛庢劅瑕�(ju茅)闁鹃檺鑸囨渶灏忓彲瑕�(ju茅)宸皪(du矛)鐕�(y铆ng)閵风殑浣滅敤
4锛庝韩妯�(l猫)鍨嬫秷璨�(f猫i)鑰�
5锛庢經鎰忚瓨(sh铆)/闁句笅鐭ヨ(ju茅)寤ｅ憡鐨勫績鐞嗘(j墨)鍒舵槸浠€涔�锛�
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�(xu茅)鍘熺悊鏈夊摢浜�锛�
7锛庡浣曞熀浜庝汉鐨勬劅鐭ヨ(ju茅)鍘熺悊闁嬪睍鍝佺墝瀹氫綅锛�
8锛庝粈涔堟槸娑堣不(f猫i)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(sh铆)鏇存柊锛�
10锛庡弮鑰冨児(ji脿)鏍硷紙Reference price锛�銆佸(sh铆)闅涘児(ji脿)鏍硷紙Price锛夎垏鎰�
鐭ュ児(ji脿)鏍硷紙Perceived 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�(ji脿)鍊兼槸浠€涔�锛�
鍏惰儗鍚庣殑蹇冪悊瀛�(xu茅)鍘熺悊鏈夊摢浜�锛�
锛堜笁锛夋秷璨�(f猫i)鑰呭(xu茅)缈�(x铆)鑸囪鎲�
1锛庡洓绋(xu茅)缈�(x铆)鐞嗚珫鐨勭暟鍚岋細琛岀偤瀛�(xu茅)缈�(x铆)鐞嗚珫锛堢稉(j墨ng)鍏告浠跺弽灏勫(xu茅)
缈�(x铆)銆佹搷浣滄€ф浠跺弽灏勫(xu茅)缈�(x铆)锛�銆佽瀵�/妯′豢瀛�(xu茅)缈�(x铆)鐞嗚珫銆佽獚(r猫n)鐭ュ(xu茅)缈�(x铆)
鐞嗚珫
2锛庢秷璨�(f猫i)鑰呭(xu茅)缈�(x铆)锛圕onsumer learning锛夌殑鍥涘€�(g猫)鍩烘湰瑕佺礌:鍕�(d貌ng)姗�(j墨)銆�
绶氱储銆佸弽鎳�(y墨ng)銆佸挤(qi谩ng)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�
寤朵几锛圥roduct form extension锛�銆佸搧鐗岃ū鍙紙Licensing锛�
涓噳(y墨ng)鐢ㄧ稉(j墨ng)鍏告浠跺弽灏勶紙Classical conditioning锛夊師鐞嗭紵
4锛庡浣曢亱(y霉n)鐢ㄦ搷浣滄浠跺弽灏勶紙Operant conditioning锛夊師鐞嗘寚
灏�(d菐o)娑堣不(f猫i)鑰呮豢鎰忓害瑾�(di脿o)鏌ヤ互鍙婃彁鍗囨秷璨�(f猫i)鑰呭繝瑾�(ch茅ng)搴�锛�
5锛庡浣曠敤瑾�(y菙)缇╁樊鐣伴噺琛ㄦ脯(c猫)閲忔秷璨�(f猫i)鑰呭嵎鍏ワ紙Consumer
involvement锛夛紵
6锛庤鎲朵俊鎭彁鍙栧浣曞奖闊挎秷璨�(f猫i)鑰呯殑璩�(g貌u)璨锋焙绛�锛�
7锛庢嚪鑸婄嚐(y铆ng)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�(f猫i)鑰呮厠(t脿i)搴︾殑褰㈡垚鑸囪綁(zhu菐n)璁�
1锛庢秷璨�(f猫i)鑰呮厠(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�
鍦ㄦ秷璨�(f猫i)鑰呰鐐哄拰鐕�(y铆ng)閵峰(sh铆)韪愪腑鐨勪綔鐢�
3锛庡皪(du矛)璞″皫(d菐o)鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude toward object model锛夎垏琛�
鐐哄皫(d菐o)鍚戞厠(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(y霉n)鐢ㄥ皪(du矛)璞″皫(d菐o)鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude toward object
model锛夎垏琛岀偤灏�(d菐o)鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude toward behavior
model锛夌殑鍘熺悊渚�(l谩i)杞�(zhu菐n)璁婃秷璨�(f猫i)鍜屾厠(t脿i)搴︽垨鎸囧皫(d菐o)鏂扮敘(ch菐n)鍝侀枊鐧�(f膩)锛�
5锛庡唬鍛婂皫(d菐o)鍚戞厠(t脿i)搴︽ā鍨嬶紙Attitude-toward-the-ad model锛�
6锛庘€滅敤灏�(du矛)姣斿唬鍛婏紙Comparative advertising锛夋敼璁婄洰妯�(bi膩o)娑堣不(f猫i)
鑰呭皪(du矛)绔�(j矛ng)鐖�(zh膿ng)鍝佺墝鐨勬厠(t脿i)搴︹€�锛屽叾鑳屽悗鐨勭殑蹇冪悊瀛�(xu茅)鍘熺悊鏈夊摢浜涳紵
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�(f猫i)鑰呮焙绛�
锛堜竴锛変笁绋秷璨�(f猫i)鑰呮焙绛栭鍨�
1锛�?d膩ng)U灞曞晱(w猫n)椤岃В姹哄瀷锛圗xtension problem solving锛�
2锛庢湁闄愬晱(w猫n)椤岃В姹哄瀷锛圠imited problem solving锛�
3锛庣繏(x铆)鎱ｈ鐐哄弽鎳�(y墨ng)鍨嬶紙Routinized response behavior锛�
锛堜簩锛夋秷璨�(f猫i)鑰呮焙绛栫浉闂�(gu膩n)鐨勬蹇�
1锛庡奖闊胯臣(g貌u)璨峰墠鎼滅礌锛圥re-purchase search锛夌殑鍥犵礌
2锛庤(b菙)鍎熸€ф焙绛栬(gu墨)鍓囷紙Noncompensatory decision rule锛�
3锛庨潪瑁�(b菙)鍎熸€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�(ch菐ng)淇″康锛圡arket beliefs锛夛細娑堣不(f猫i)鑰呮洿鍠滄閬歌泊鐨�锛�
6锛庤磮(z猫ng)绂鐐猴紙Gifting behavior锛�
锛堜笁锛夊奖闊挎秷璨�(f猫i)鑰呮焙绛栫殑闂�(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(sh铆)闁撳洜绱狅細蹇冪悊鏅�(sh铆)闁�
3锛庣挵(hu谩n)澧冨洜绱狅細鍟嗗簵褰㈣薄銆佽波鐗╅櫝鍒椼€侀姺鍞摗銆佸晢鍫�(ch菐ng)闊虫▊(l猫)
锛堝洓锛夎臣(g貌u)鍚庢豢鎰忓害
1锛庤臣(g貌u)鍚庢豢鎰忓害鐨勮⿻(p铆ng)鍍�(ji脿)妯�(bi膩o)婧�(zh菙n)锛氭€у児(ji脿)姣斻€佽唱(zh矛)閲�銆侀珨椹�(y脿n)
2锛庣暥(d膩ng)娑堣不(f猫i)鑰呬笉婊挎剰鏅�(sh铆)锛屼粬鍊戞渻(hu矛)鍋氫簺浠€涔�锛�
3锛庣暥(d膩ng)娑堣不(f猫i)鑰呮豢鎰忔檪(sh铆)锛屼粬鍊戞渻(hu矛)鍋氫簺浠€涔堬紵
鍥�銆佺嚐(y铆ng)閵峰€悊锛圡arketing ethics锛�
锛堜竴锛夊父瑕�(ji脿n)閬曡儗鍊悊/鏈夌埈(zh膿ng)璀扮殑鐕�(y铆ng)閵锋墜娈�
1锛庨毐鎬х嚐(y铆ng)閵凤紙Covert/ masked/ stealth marketing锛�
2锛庡杽鍥犵嚐(y铆ng)閵凤紙Cause-related marketing锛�
3锛庢揩鐢ㄦ秷璨�(f猫i)鑰呴毐绉�
4锛庣缍�(j墨ng)鐕�(y铆ng)閵凤紙Neuro marketing锛�
锛堜簩锛夐仌鍊悊/鏈夌埈(zh膿ng)璀扮殑寤ｅ憡鏂瑰紡
1锛庤櫅鍋�?g貌u)V鍛�
2锛庣敘(ch菐n)鍝佹鍏ュ唬鍛�
3锛庣吔鍕�(d貌ng)鎬у唬鍛�
浜�銆佹秷璨�(f猫i)鑰呯爺绌舵柟娉�
锛堜竴锛夊浣曡ō(sh猫)瑷�(j矛)涓€鍊�(g猫)娑堣不(f猫i)鑰呯爺绌堕爡(xi脿ng)鐩�锛�
锛堜簩锛夋秷璨�(f猫i)鑰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�(di菐n)灏忕祫锛團ocus group锛�
3锛庢姇灏勬妧琛�(sh霉)锛圥rojective techniques锛�:瑭炶獮(y菙)鑱�(li谩n)鎯�銆佸彞瀛愬畬鎴�銆�
鏁呬簨鎾板銆佽鑹叉壆婕�
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(sh铆)椹�(y脿n)娉曪紙Experimental 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(w猫n)鍗凤細闁嬫斁寮忚垏灏侀枆寮�
2锛庢(bi膩o)婧�(zh菙n)閲忚〃锛氬嫊(d貌ng)姗�(j墨)銆佸€�(g猫)鎬�銆佹厠(t脿i)搴︺€佸児(ji脿)鍊艰銆佺敓娲绘柟寮忕瓑
3锛庣敓鐞嗗剙鍣細鐪煎嫊(d貌ng)鍎€銆佽叇闆诲剙銆佺敓鍖栧垎鏋愬剙绛�
锛堝叚锛夊唬鍛婃晥鏋滆⿻(p铆ng)浼�
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(c猫)瑭�(p铆ng)妯″瀷:AIDA銆丏AGMAR銆丩&S 鍏殠娈�
妯″瀷
3锛庡唬鍛婂績鐞嗘晥鏋滄脯(c猫)瑭�(p铆ng)鎶€琛�(sh霉):鐢熺悊娓�(c猫)閲忔硶銆佸績鐞嗗(sh铆)椹�(y脿n)娉�銆佽(di脿o)鏌�
鍟�(w猫n)鍗锋硶
鍏嶈铂(z茅)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�锛岃珛(q菒ng)鑱�(li谩n)绯绘垜鍊戠珛鍗冲埅闄わ紝鍙︼細鏈枃鍍呬唬琛ㄤ綔鑰呭€�(g猫)浜鸿榛�(di菐n)锛岃垏鏈恫(w菐ng)绔欑劇(w煤)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(sh铆)锛屽皪(du矛)鏈枃浠ュ強鍏朵腑鍏ㄩ儴鎴栬€呴儴鍒嗗収(n猫i)瀹广€佹枃瀛楃殑鐪熷(sh铆)鎬�銆佸畬鏁存€�銆佸強鏅�(sh铆)鎬ф湰绔欎笉浣滀换浣曚繚璀夋垨鎵胯锛岃珛(q菒ng)璁€鑰呭儏浣滃弮鑰�锛屽苟璜�(q菒ng)鑷鏍稿(sh铆)鐩搁棞(gu膩n)鍏�(n猫i)瀹�銆�
|
鏂囩珷鎼滅储
鎮ㄧ従(xi脿n)鍦ㄧ殑浣嶇疆锛� 
