金融危机对消费者行为的影响及企业的营销策略研究

金融危机对中国消费者的心理、行为产生了影响:消费者信心下降、消费趋于理性,导致消费者购买力和档次降低、消费计划延迟,尤其是使消费者对促销和渠道的偏好发生改变.企业必须采取相应的营销措施和策略,改变营销环境,扩大销量,提高市场占有率,以便在危机时期迎合消费者,增强其信心,满足其需要,增加企业利润,从而实现企业和消费者的双赢.

Influences of Consumption Behavior to Financial Crisis and Marketing Strategy of Enterprises

Financial crisis influences Chinese consumers' psychology and behavior: their confidence is lower and their consumption is rational,which leads to lower purchase power and grade,and retarded consumption schedule,especially it changes consumers' preference to promotion and channels.The enterprises should take relevant marketing measures and strategies to change marketing environment,expand sales volume,increase market share and benefits to meet consumers' need and confidence in crisis period,and realize doub...