本文選題：車(chē)險(xiǎn) + 消費(fèi)者行為��； 參考：《湖南農(nóng)業(yè)大學(xué)》2014年碩士論文

【摘要】：本課題通過(guò)查閱相關(guān)的文獻(xiàn)資源和理論知識(shí),搜集了大量與消費(fèi)者行為相關(guān)的期刊和書(shū)籍,為基于消費(fèi)者行為的車(chē)險(xiǎn)營(yíng)銷方案寫(xiě)作累積了雄厚的理論基礎(chǔ)。在分析和梳理國(guó)內(nèi)外研究動(dòng)態(tài)方面,本課題主要取得了以下四點(diǎn)研究成果：第一,分析消費(fèi)者行為的特點(diǎn)和決策模型,從前期決策行為,中期購(gòu)買(mǎi)行為和后期反饋行為三個(gè)方面論述了消費(fèi)者行為決策特征,并對(duì)問(wèn)題認(rèn)知,信息搜集,購(gòu)買(mǎi)詢價(jià),后期反饋等決策內(nèi)容進(jìn)行了分解式剖析,為后文湖南省車(chē)險(xiǎn)市場(chǎng)個(gè)案的分析和營(yíng)銷方案的選擇提供了理論基礎(chǔ)。第二,介紹了中國(guó)整個(gè)車(chē)險(xiǎn)市場(chǎng)營(yíng)銷環(huán)境的現(xiàn)狀,從微觀和宏觀兩個(gè)方面闡述了中國(guó)車(chē)險(xiǎn)市場(chǎng)的優(yōu)勢(shì)和劣勢(shì),對(duì)目前車(chē)險(xiǎn)市場(chǎng)面臨的挑戰(zhàn)和機(jī)遇進(jìn)行了科學(xué)評(píng)價(jià),為下文湖南省車(chē)險(xiǎn)市場(chǎng)個(gè)案的分析和營(yíng)銷方案的選擇提供了現(xiàn)實(shí)基礎(chǔ)。第三,調(diào)查和分析了湖南省車(chē)險(xiǎn)市場(chǎng)消費(fèi)者行為的現(xiàn)狀特征,探討了湖南省車(chē)險(xiǎn)市場(chǎng)消費(fèi)者關(guān)于車(chē)險(xiǎn)購(gòu)買(mǎi)的認(rèn)知,態(tài)度和后期反饋等問(wèn)題,在消費(fèi)者行為的理論基礎(chǔ)上,從消費(fèi)者前期決策行為,中期購(gòu)買(mǎi)行為和后期反饋行為進(jìn)行了對(duì)應(yīng)的具體分析。第四,以湖南省車(chē)險(xiǎn)市場(chǎng)消費(fèi)者為研究個(gè)案,制定了基于消費(fèi)者行為理論基礎(chǔ)上的車(chē)險(xiǎn)營(yíng)銷方案,結(jié)合消費(fèi)者自身的消費(fèi)心理和特征以及客觀的車(chē)險(xiǎn)市場(chǎng)營(yíng)銷環(huán)境,提出了適合的科學(xué)的營(yíng)銷方案,主要包括基于消費(fèi)者行為基礎(chǔ)上的產(chǎn)品策略,價(jià)格策略,渠道策略和促銷策略。綜上所述,本研究從消費(fèi)者行為的基本理論著手,結(jié)合中國(guó)車(chē)險(xiǎn)市場(chǎng)的營(yíng)銷環(huán)境特點(diǎn),以湖南省為個(gè)案,總結(jié)和分析了湖南省車(chē)險(xiǎn)市場(chǎng)消費(fèi)者行為現(xiàn)狀特征,并以點(diǎn)帶面,對(duì)整個(gè)車(chē)險(xiǎn)市場(chǎng)的消費(fèi)者行為做了一般性的描述和評(píng)價(jià),以期帶動(dòng)全國(guó)車(chē)險(xiǎn)市場(chǎng)對(duì)消費(fèi)者行為認(rèn)識(shí)和重視,建立科學(xué)的車(chē)險(xiǎn)營(yíng)銷策略方案,旨在為我國(guó)車(chē)險(xiǎn)市場(chǎng)的健康快速發(fā)展提供參考和借鑒。
[Abstract]:Through consulting the relevant literature resources and theoretical knowledge, this paper collects a large number of journals and books related to consumer behavior, which accumulates a strong theoretical foundation for the writing of car insurance marketing programs based on consumer behavior. In analyzing and combing the research trends at home and abroad, this paper has made the following four research achievements: first, analyze the characteristics of consumer behavior and decision-making model, from the pre-decision-making behavior, This paper discusses the characteristics of consumer behavior decision from three aspects: intermediate purchase behavior and late feedback behavior, and analyzes the decision content of problem cognition, information collection, purchase inquiry, and late feedback. It provides the theoretical basis for the analysis of the automobile insurance market case and the choice of the marketing scheme in Hunan Province. Secondly, this paper introduces the present situation of the whole auto insurance market in China, expounds the advantages and disadvantages of the auto insurance market in China from the micro and macro aspects, and evaluates the challenges and opportunities that the auto insurance market is facing. It provides a realistic basis for the analysis of the automobile insurance market in Hunan Province and the choice of the marketing scheme. Thirdly, it investigates and analyzes the current characteristics of consumer behavior in Hunan auto insurance market, and discusses the cognition, attitude and feedback of consumers in Hunan auto insurance market on the basis of the theory of consumer behavior. The corresponding analysis is made from consumer decision-making behavior, mid-term purchase behavior and late-period feedback behavior. Fourth, take Hunan auto insurance market consumer as the research case, has formulated the automobile insurance marketing plan based on the consumer behavior theory, unifies the consumer own consumer psychology and the characteristic as well as the objective automobile insurance market marketing environment, A scientific marketing scheme is proposed, including product strategy, price strategy, channel strategy and promotion strategy based on consumer behavior. To sum up, this study starts from the basic theory of consumer behavior, combines the marketing environment characteristics of China's auto insurance market, taking Hunan Province as a case, summarizes and analyzes the characteristics of consumer behavior in Hunan auto insurance market, and points out the characteristics. This paper gives a general description and evaluation of the consumers' behavior in the whole auto insurance market, in order to drive the national auto insurance market to recognize and attach importance to the consumer's behavior, and to establish a scientific marketing strategy scheme for the auto insurance market. The purpose is to provide reference and reference for the healthy and rapid development of China's auto insurance market.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊曉燕;中國(guó)消費(fèi)者行為研究綜述[J];經(jīng)濟(jì)經(jīng)緯;2003年01期

相關(guān)碩士學(xué)位論文 前2條

1 程彬;微博營(yíng)銷對(duì)消費(fèi)者購(gòu)買(mǎi)行為的影響研究[D];山東大學(xué);2012年

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本文編號(hào)：2104346