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华中科技大学硕士学位论文基于消费者行为分析的白酒市场营销策略研究姓名:刘源才申请学位级别:硕士专业:工商管理指导教师:田志龙20070401I80/20“”200420058-1530-3680/20“”“”IIAbstractThereseachisaboutdistilledspiritMarketingstrategybasedontheanalysisoftheconsumerbehavior.Toexplorethemarketbythegreatestextent,increasethebenefitofthecorporationbyestablishingscientificandstandarddistilledspiritMarketing,weshouldmakepertinentmarketingschemeanddifferentiatetheconsumer,finallyofferareferencetothecraftbrother.Throughanalyzingthecharacterofdistilledspiritconsumerbehaviorandthetheoreticsofthemostdomesticdistilledspiritmarketingstrategy,wecanindicatethedisadvantageofthemarketingstrategyandmeasure,thenfractionizethetargetconsumeranddistinguishthedevelopingphaseofdistilledspiritmarketbyusingthepullingforceandthrusttheoryandconsultingtheactualityofdomesticmarketoperation.Accordingtotheanalyticresult,wecanpointoutaoriginalmeasureaimingatthedifferentdevelopingphaseofmarket,andbringuptheloyalconsumerduringthechoiceofthemarketandtheconsumptionoftheproduct,toturnthetargetconsumerintotheloyalconsumerandincreasethenumberandenhancethecompetitiveability,thenenlargetheshareofthemarketbyexploringtheconsumemarket,suchasthecentralmarket.ThemarketshareofTheJingPaiCorporationincreasedfrom8-15%to30-36%during20042005byadoptingthemethodsofmarketing.Conclusion:psychogenicconsumptivestandardandconsumeinertiawouldinfluencetheconsumptivedecision-making.Itisalongwaytoexploreandbringuptheloyalconsumercolony,thatmustgothroughthephasesofKnow-Attemption-Satisfaction-Loyalty.Wecaneffectivelyfractionizethetargetconsumerwith80/20principle,anddifferentiatetheloyalconsumercolonyofcompetitorwiththe“snowballing”tactics.Thepullingforceandthrusttheorycanbeadoptedtoanalysethedevelopingphaseofdistilledspiritmarketanddirectthemarketexploitation,Thedevelopingofthecentermarketfunctionshouldbebasedonbrandestablishandloyalconsumerexploitation.Keywords:consumerbehavior;winemarketing;strategyII□_____□“√”111.14000“”“”20002“”“”“”1.2“”3“”1.34“”80/20“”“”522.1“”1980200“”“”198874691996800199719968002004311.682005349.3715.03%[1]2.6‰[2]674.9%4050[3]1997252001525500ml0.502006325%20%20036[4]2.220059015.03%7[5]“”[6]1)20051053.2915.27%1043.25%5065.42%[1]2)3)4)5)86)7)2.3“”9[7][8]1)“”2)“”3)4)5)101133.12050GeorgeKatona[9]HowardSheth1969[10]2080[11][12]2005CTR15[13]“”12103.1.1[10][14]“”――“”“”3-13-1133.1.280/2020143.1.3[15][15]3.1.490%57.4%15[16]3.23.2.116200060060%[17]“”[18]IMI2150.4%-71.6%[19]17“”3.2.2[20]“”183.2.3[15]193.32044.1RossCunninghamGeorgeBrown[21],[22][23][24],[25]4.1.1DavidAaker1991[26]Blackston“[27]”214.1.2TonyO.Reilly“”CEO5[28]5%2225%-85%[29]“”[15]2004[30]“”“”“”234.2[31][32]4-14-14.2.1[33]244.2.2·1999·2000[23]4.2.32001[23]2004“”[33],[34]25[35]Hart1991HomesLett1983MagnusSöderlund2001[33],[34]65.0%2655.11953“”3.52.830001984――19841989199720199719982006600010013230%“”500027“”19975.25.2.11997199712.5/1998630001998125ml125ml1998-1999199811998281999“”199919975.2.2“”5-159.6%55%49.5%291.5%0.6%2.1%2.4%2.4%2.7%5.2%7.6%7.9%10.6%15.5%16.1%19.8%27.1%49.5%55.0%59.6%0%10%20%30%40%50%60%70%5-1“”5-257.4%16.1%11.9%3076.3%57.4%11.9%16.1%7.3%4.9%2.4%5-2200020004-820001020002005200420058-15%30-36%5.3“”“31”1“”2“”34“”32680/20“”6.180/2080/20·VilfredoPareto1906·JosephM.Juran1937[36]80/2080/20[37]Smith,Wendell1956[38]80/20336.1.121.7%53.9%6121.7%34.9%19.0%8.3%16.1%6-180/20342080202080202080%8020%6.1.218/28/58/58/6232848.2%359152121272734384245500102030405060///6-2205580/20[39],[40]208036202020[15]202080/20206.1.320202037[41][42]AndersBielUlfDahlstrand[20]6-328.4%18.2%15.1%9.1%15.1%9.1%6.7%28.4%18.2%0%5%10%15%20%25%30%6-380/20203820202080/206-480/206-4100802064(8080%)16(8020%)51.2648012.8(6420)396-4201008020202080806480×80%64801680×20%162051.264×80%51.28012.864×20%12.820“”406.26.2.1“”“”D.J.Bogue1961[43][44],[45]“”“”“”“”“”“”6-56-5“”“”“”6.2.2“”[46][47][48]41[46]“”[49]“”“”6-66-66.2.2.11242346.2.2.21234[50]“”“”“”436.2.2.312346.2.2.444――――――――6.2.3“”“”“”“”2045“”“”“”“”6-16-1“”6.3461280/2020476.3.16.3.1.180/20206.3.1.248“”6.3.26.3.2.1496.3.2.280/20205080/202080/205177.1180/20202203“”452“”“”2001-200516200433032820063001772004200520048%-15%200530%-36%7-17-12001-200272%73%73%69%70%72%61%61%50%56%59%62%43%55%49%49%48%53%44%48%14%16%13%11%8%7%6%7%8%17%12%11%20%14%24%27%33%33%34%30%4%4%4%12%13%11%15%7%13%14%12%4%22%17%16%16%10%9%15%15%0%10%20%30%40%50%60%70%80%AB5320047-27.12A7.08B7.567.046.886.67A6.85AB200076.3%7.046.856.886.677.126.637.16.376.067.087.147.056.536.87.56012345678AB7-2200692547.22007-201212007-20122.522008200937-1557-14P123412123451237.380/20“”1562380/2080/20“”4“”“”557“”“”5859[1].20052006.[2].2001-2003.2004[3]...20038p536-539[4].[5]..20005p21-22[6]..20026p25-27[7]..20026p6-8[8]..19999p50-52[9]·...2000p148-159[10]·A.·N....2000p160-178[11]..200281p53-57[12]..20044p98-104[13]..200512p13-15[14]HolbrookHirsehman.TheExperientialAspectsofConsumption:ConsumerFantasiesFeelingandFun.JournalofConsumerResearch198299p132-140[15]·J··J·..2003[16]..20031p20-25[17]..20002p10960[18]..20036p26-27[19].2002-2003IMI.2002p74-138[20]AndersBi
本文标题:基于消费者行为学分析的中国白酒市场营销策略研究
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