消费者渠道选择的决策过程演变研究

消费者面临着多样化的渠道选择,企业要有效的管理销售渠道,必须了解消费者渠道选择的决策过程,然而,这是一项具有挑战性的任务,因为消费者的渠道选择随时都可能变化。文章首先基于学习理论解释了消费者渠道选择的决策过程是演变的,然后分析了消费者渠道选择决策过程演变的三个影响因素即:渠道偏好、个人习惯和营销策略,在此基础上构建了消费者渠道选择的决策过程演变理论模型,并进行修正,最后提出了在管理上的三点启示。

Consumer Channel Choice Decision Making Process Evolution Research

Consumers face the diversification of channel choice,The enterprise must understand consumer channel selection decision process in order to manage the sales channels.This paper based on the theory to explain consumer channel selection decision-making process do evolve,then analyzed the consumer channel selection decision process evolution of three factors namely: channel preference,personal habits and marketing strategy.And construct a consumer channel selection decision-making process evolution model,and corrected,finally puts forward three enlightenments in management.