消費(fèi)者行為學(xué)第七章

1、消費(fèi)者行為學(xué)第七章2022/9/162學(xué)習(xí)要點(diǎn)Key studying points文化與消費(fèi)者行為Culture and consumer behaviors亞文化的影響Influences of sub-culture跨文化營(yíng)銷(xiāo)Cross-cultural marketing2022/9/1637.1社會(huì)文化影響對(duì)消費(fèi)者行為的影響Social-cultural influences on consumer behavior什么是文化？What is culture? 文化是一系列有助于社會(huì)成員之間的溝通，闡釋和評(píng)價(jià)價(jià)值觀、思想、藝術(shù)和其他有意義的事物的象征符號(hào)。Culture refers

2、 to a set of values, ideas, arts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate such things as members of society.文化是表達(dá)出一個(gè)社會(huì)或一個(gè)社會(huì)群體特點(diǎn)的那些精神的、物質(zhì)的、理智的和感情的特征的完整復(fù)合物。Culture refers the complete compound of a society or a social group in term of mental, material

3、, perceptive and emotional characteristics 文化是人類(lèi)知識(shí)、信仰、藝術(shù)、道德、法律、美學(xué)、習(xí)俗、語(yǔ)言文字以及人作為社會(huì)成員所獲得的其他能力和習(xí)慣的總稱(chēng)。Culture is an overall appellation of knowledge, beliefs, arts, moral, laws, aesthetics, consuetude, languages, and other abilities and customs as social members of human being. 2022/9/164文化一般有兩局部組成：Two p

4、arts of a culture第一，全體社會(huì)成員共同的根本核心文化；First, the core basic culture which hold by all the members of a society. 第二，具有不同價(jià)值觀、生活方式及風(fēng)俗習(xí)慣的亞文化。 Second, the sub-cultures characterized by different values, lifestyles and customs. 2022/9/1652022/9/1662022/9/167文化的特點(diǎn)文化是后天習(xí)得的。文化的影響是無(wú)形的。社會(huì)文化既有穩(wěn)定性， 又有可變性。社會(huì)文化是共享的。

5、社會(huì)文化的標(biāo)準(zhǔn)性。2022/9/1682022/9/169一些受文化影響的重要的態(tài)度和行為10個(gè)方面Some of important attitudes and behaviors influenced by culture are the following:Senses of self and space 自我和空間意識(shí)Communication and language 溝通和語(yǔ)言Dress and appearance 裝束和外表Food and feeding habits 食物和飲食習(xí)慣Time and time consciousness 時(shí)間與時(shí)間觀念Relationship

6、s (family, organizations, government, and so on 關(guān)系家庭、組織、政府Values and norms 價(jià)值觀與標(biāo)準(zhǔn)Beliefs and attitudes 看法和態(tài)度Mental processes and learning 思維過(guò)程與學(xué)習(xí)方式Work habits and practices 工作習(xí)慣與實(shí)踐2022/9/1610什么是價(jià)值觀？What is value ? 價(jià)值觀是人們共享的信念或個(gè)人內(nèi)在化的群體標(biāo)準(zhǔn)Value refers the shared beliefs or group norms internalized by i

7、ndividuals, perhaps with some modifications. 標(biāo)準(zhǔn)是持有同一信念的群體對(duì)其成員的行為的標(biāo)準(zhǔn)。Norms refers the behavior standards that are held by the group members with same beliefs. 價(jià)值觀是關(guān)于理想的最終狀態(tài)和行為方式的持久信念，是指人們對(duì)客觀事物的主觀評(píng)價(jià)，它是文化的根本內(nèi)涵。不同的文化決定著人們不同的價(jià)值觀念與價(jià)值取向。2022/9/16112022/9/1612價(jià)值觀在決定需要認(rèn)知中起重要作用，它也會(huì)影消費(fèi)者決策的其他階段。Value plays an i

8、mportant role in perception of need identification, and it can influences other stage of consumer decision-making .7.1.2 Where and how do people obtain their values? 人們的價(jià)值觀是如何獲得的？1) Socialization 在社會(huì)化過(guò)程中獲得The process by which people develop their value, motivations, and habitual activity is called s

9、ocialization, the process of absorbing a culture. 所謂社會(huì)化過(guò)程，是指人們產(chǎn)生和形成他們的價(jià)值觀、動(dòng)機(jī)和習(xí)慣性活動(dòng)的過(guò)程。也即是吸取文化的過(guò)程。2022/9/16132022/9/16142Values are learned 通過(guò)學(xué)習(xí)獲得價(jià)值觀3Culture values are inculcated 通過(guò)反復(fù)灌輸獲得價(jià)值觀 4) Culture values are adaptive 價(jià)值觀是可以改變的輔助材料：7-1 美國(guó)文化價(jià)值觀的演變2022/9/1615Intergenerational Transmission of value

10、sValues of societyFamilyReligious InstitutionsSchoolPeerIndividual InternalizedvaluesEarly lifetimeExperiencesCultural inculcated organizationsOrganizations2022/9/1616價(jià)值觀在代際之間的傳承社會(huì)文化價(jià)值觀家庭宗教機(jī)構(gòu)學(xué)校同族人個(gè)人內(nèi)化的價(jià)值觀人生早期經(jīng)歷文化價(jià)值觀灌輸機(jī)構(gòu)組織2022/9/1617文化對(duì)消費(fèi)者行為的影響The influences of culture on consumer behaviors1人們?yōu)槭裁促?gòu)置商品

11、？Why people buy products ? 為了獲得功能、形式和意義。Consumers buy product to obtain function, for m, and meaning. 文化背景決定消費(fèi)者對(duì)產(chǎn)品質(zhì)量和功能賦予的意義。The culture context of the consumer defines the meaning of quality in the function of the product. 關(guān)于產(chǎn)品概念2022/9/1618核心產(chǎn)品利益、解決方案形式產(chǎn)品性能、特征、形式、質(zhì)量、品牌等延伸產(chǎn)品效勞、保修、安裝、支付方式、交付等2文化影響消費(fèi)結(jié)

12、構(gòu)culture influences the structure of consumptionThrough the legal and governmental system, a nations culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences. 3文化影響個(gè)人決策Culture influences individuals decision-m

13、akingCulture, along with other elements of the environment, affects all stages of consumer decision making. 2022/9/16192022/9/1620核心價(jià)值觀對(duì)市場(chǎng)營(yíng)銷(xiāo)的影響How do core values influence marketing什么是核心價(jià)值觀？Whats about core value? 核心價(jià)值觀是一個(gè)社會(huì)的主流價(jià)值觀， 是社會(huì)成員對(duì)事物和行為的根本的信念。It refers the main stream values, and the basic be

14、liefs held by the members of a society toward behaviors and the world. 核心價(jià)值觀決定產(chǎn)品在社會(huì)中的使用Core value define how products are used in a society.2022/9/1621核心價(jià)值觀對(duì)品牌和溝通的影響The core values of a nation provide positive and negative valence for brands and for communication programs. . 核心價(jià)值觀定義一個(gè)社會(huì)可接受的市場(chǎng)關(guān)系The c

15、ore values of a nation also define acceptable market relationships中國(guó)傳統(tǒng)文化的核心價(jià)值觀中國(guó)文化的核心價(jià)值觀，就是中華民族在一定歷史時(shí)期內(nèi)形成并被廣泛持有的與主導(dǎo)地位的一些根本的價(jià)值觀念。中國(guó)文化的核心價(jià)值觀是通過(guò)對(duì)天人、群己、義利、理欲等關(guān)系的規(guī)定展示出來(lái)的。在中國(guó)文化中居于主導(dǎo)地位的觀念有：人道主義、先義后利、理性?xún)?yōu)先、誠(chéng)信知報(bào)、貴和尚中、修己內(nèi)圣、自強(qiáng)不息、求實(shí)務(wù)實(shí)等。2022/9/1622中國(guó)傳統(tǒng)文化的特點(diǎn)勤儉的品質(zhì) Austerity中庸之道 Golden mean注重人倫 Emphasizing on human

16、being and ethics重面子 Emphasizing on “face 先義后利 Humanity first, benefit second orientation誠(chéng)信理念Being Integrity以和為貴的理念 Believe of Harmony 2022/9/16232022/9/16242中國(guó)傳統(tǒng)文化對(duì)消費(fèi)者行為的影響Traditional Chinese culture influence on consumer behaviors消費(fèi)者行為群眾化Consumer behaviors tend to in a popular style“人情 消費(fèi)比重大Larger

17、consumption proportions of “favor “ 以家庭為主的購(gòu)置準(zhǔn)那么Buying rules tend to family center. 品牌意識(shí)比較強(qiáng)Strong brand awareness注重直覺(jué)判斷的購(gòu)置決策方式Emphasis on intuitional judgment and buyingdecision-making2022/9/16251North American core values : their influences on consumer behaviors 北美人的價(jià)值觀與消費(fèi)者行為Seeking Material enjoyme

18、nt 追求物質(zhì)享受Uphold individual achievement and successes 崇尚成就和成功Working is more important than playing 工作比玩更重要Time is money 時(shí)間就是金錢(qián)Endeavor, enjoyment, and entrepreneurship 努力、樂(lè)觀主義和創(chuàng)業(yè)精神Control to the natures 對(duì)自然的控制Equalities 平等主義Philanthropism 博愛(ài)主義2022/9/1626專(zhuān)題材料：聚焦中國(guó)：消費(fèi)者行為的主要差異點(diǎn) 以購(gòu)置環(huán)境中的中美比較為例1。中國(guó)消費(fèi)者行為與美

19、國(guó)的差異表現(xiàn)在：對(duì)未來(lái)的防范與花錢(qián)的保守；購(gòu)置決策比西方人謹(jǐn)慎得多；產(chǎn)品的象征意義不同價(jià)格敏感度強(qiáng)；購(gòu)置者與使用者更大別離2022/9/16272 中國(guó)特色的消費(fèi)者行為面子消費(fèi)：送禮、禮品消費(fèi)關(guān)系消費(fèi)：公款消費(fèi)等“根消費(fèi)：維系血緣、家族、民族的動(dòng)因所致女性消費(fèi)：從奉獻(xiàn)到自我角度的轉(zhuǎn)變2022/9/16283 中國(guó)消費(fèi)者行為內(nèi)部結(jié)構(gòu)的差異中國(guó)消費(fèi)者世代差異和區(qū)域差異從空間上，中國(guó)區(qū)域消費(fèi)差異明顯。從時(shí)間上，中國(guó)世代消費(fèi)差異明顯。輔助材料7-2：中國(guó)消費(fèi)者行為的變化盧泰宏2022/9/16294。中國(guó)存在特有的消費(fèi)群體中國(guó)轉(zhuǎn)型社會(huì)老年人群到2025年將占到1/5，中國(guó)特定歷史孕育了中產(chǎn)階層富人群體

20、，尤其是中國(guó)獨(dú)生帶是特殊和獨(dú)一無(wú)二的。獨(dú)生代人數(shù)在城鎮(zhèn)約1億人，最大的30歲，正在成為中國(guó)的主力消費(fèi)群體，可能極大地改變中國(guó)消費(fèi)者形象。補(bǔ)充材料：中國(guó)奢侈消費(fèi)群八成小于45歲 2022/9/16307.2亞文化的影響Sub-cultural influences什么是亞文化？what is sub-culture? 亞文化是在一定范圍內(nèi)具有自己獨(dú)特的價(jià)值觀念和風(fēng)俗習(xí)慣等的文化。指某一文化群體所屬次級(jí)群體的成員共有的獨(dú)特信念、價(jià)值觀和生活習(xí)慣。The culture in certain extent has its own unique values and traditional custo

21、ms.在亞文化內(nèi)部，人們的態(tài)度、價(jià)值觀和購(gòu)置決策方面比更大的文化內(nèi)部要更加相似。Within a sub-culture, peoples attitudes, values and buying decision-making are more similar than those in a larger culture. 2022/9/16317.2.2 The often used classifications of sub-cultures 常用的亞文化分類(lèi)Regional sub-culture 區(qū)域亞文化Race sub-culture 種族亞文化Sex sub-culture 性別亞文化Age sub-culture 年齡亞文化Occupation sub-culture 職業(yè)亞文化亞文化的特點(diǎn)亞文化具有獨(dú)特性。A sub culture has uniqueness.亞文化具有同一性。A sub culture has identity.亞文化具有排他性。A sub-culture has Exclu