【摘要】： 為了全球經(jīng)濟的可持續(xù)發(fā)展,保護地球環(huán)境和人們生存賴以生存的各種自然資源,減少因能源的不合理利用和各種污染的超標排放,節(jié)能減排已經(jīng)是全球各國政府的共識。大力推廣節(jié)能燈是其中一種重要的方式。易佰特照明是我國數(shù)千家區(qū)域性的節(jié)能燈制造企業(yè)之一。 本文通過回顧消費者行為學的發(fā)展歷史,了解消費者購買節(jié)能燈過程的影響因素,包括感知、需要、動機、態(tài)度、文化、亞文化、社會和家庭等因素。探討市場營銷與消費者行為的關系,以希望通過消費者問卷調(diào)查分析為企業(yè)制定市場營銷策略提供決策依據(jù)。 本文設計了消費者購買節(jié)能燈的調(diào)查問卷,運用spss軟件對產(chǎn)品、價格、品牌、渠道和促銷這幾個因素進行了描述性統(tǒng)計分析和相關分析,得出易佰特照明的市場營銷策略建議。建議主要包括對節(jié)能燈市場進行細分和目標市場定位。在產(chǎn)品策略上,要重視產(chǎn)品的質(zhì)量和技術的研發(fā)。在品牌策略上,注重品牌建設和品牌管理。在價格策略上建議定位為中等價格水平。在渠道策略上要建立多級渠道結(jié)構的鋪貨終端和完整的支持體系。在促銷策略上,著重提出了廣告的投放方式和廣告的訴求,產(chǎn)品體驗推廣和公共關系營銷。
[Abstract]:For the sustainable development of the global economy, protecting the earth environment and all kinds of natural resources on which people depend for survival, reducing the excessive emission due to unreasonable use of energy and various kinds of pollution, it is the consensus of the governments all over the world to save energy and reduce emissions. Promoting energy-saving lamps is one of the most important ways. Yibai Lighting is one of thousands of regional energy-saving lamp manufacturers in China. By reviewing the history of consumer behavior, this paper explores the factors affecting the process of consumer purchase of energy saving lights, including perception, need, motivation, attitude, culture, subculture, society and family. This paper probes into the relationship between marketing and consumer behavior in order to provide decision basis for enterprises to formulate marketing strategies through the analysis of consumer questionnaire. This paper designs a questionnaire for consumers to buy energy saving lamps, and makes descriptive statistical analysis and correlation analysis on the factors of product, price, brand, channel and promotion by using spss software, and draws the marketing strategy suggestions of Ebard Lighting. Suggestions include subdividing the energy-saving lamp market and positioning the target market. In the product strategy, we should pay attention to product quality and technology research and development. In brand strategy, pay attention to brand building and brand management. In the price strategy suggested to be positioned as a medium price level. In the channel strategy, we should establish a multi-level channel structure terminal and complete support system. In the promotion strategy, it puts forward the way of advertising, the demand of advertisement, the promotion of product experience and the marketing of public relations.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.6

【引證文獻】

相關碩士學位論文 前1條

1 唐得昊;福州市社區(qū)居民購物選擇行為研究[D];福建師范大學;2011年

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本文編號：2363289