消费者行为学之影响消费者行为的文化因素(38张)课件.ppt

1、消费者行为学之影响消费者行为的文化因素(ppt 38页)学习要点Key studying points文化与消费者行为Culture and consumer behaviors亚文化的影响Influences of sub-culture跨文化营销Cross-cultural marketing2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.1社会文化影响对消费者行为的影响Social-cultural influences on consumer behaviorv7.1.1什么是文化？What is culture?文化

2、是一系列有助于社会成员之间的沟通，阐释和评价价值观、思想、艺术和其他有意义的事物的象征符号。Culture refers to a set of values,ideas,arts,and other meaningful symbols that help individuals to communicate,interpret,and evaluate such things as members of society.v文化是体现出一个社会或一个社会群体特点的那些精神的、物质的、理智的和感情的特征的完整复合物。vCulture refers the complete compound o

3、f a society or a social group in term of mental,material,perceptive and emotional characteristics 2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behaviorv文化文化是人类知识、信仰、艺术、道德、法律、美学、习俗、语言文字以及人作为社会成员所获得的其他能力和习惯的总称。vCulture is an overall appellation of knowledge,beliefs,arts,moral,laws,aesthetics,consue

4、tude,languages,and other abilities and customs as social members of human being.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior文化一般有两部分组成：Two parts of a culture第一，全体社会成员共同的基本核心文化核心文化；First,the core basic culture which hold by all the members of a society.第二，具有不同价值观、生活方式及风俗习惯的亚文化亚文化。Second,t

5、he sub-cultures characterized by different values,lifestyles and customs.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior文化的特点v文化是后天习得的。v文化的影响是无形的。v社会文化既有稳定性，又有可变性。v社会文化是共享的。v社会文化的

6、规范性。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behaviorv一些受文化影响的重要的态度和行为（10个方面）Some of important attitudes and behaviors influenced by culture are the following:vSenses of self and space 自我和空间意识vCommunication and language 沟通和语言vDress and appearance 装束和外表vFood and feeding habits 食物和饮食习惯vTime and

7、 time consciousness 时间与时间观念vRelationships(family,organizations,government,and so on 关系（家庭、组织、政府）vValues and norms 价值观与标准vBeliefs and attitudes 看法和态度vMental processes and learning 思维过程与学习方式vWork habits and practices 工作习惯与实践2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.1.2什么是价值观？What is va

8、lue?v价值观价值观是人们共享的信念或个人内在化的群体标准Value refers the shared beliefs or group norms internalized by individuals,perhaps with some modifications.v标准标准是持有同一信念的群体对其成员的行为的规范。vNorms refers the behavior standards that are held by the group members with same beliefs.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer

9、 Behaviorv价值观是关于理想的最终状态和行为方式的持久信念，是指人们对客观事物的主观评价，它是文化的基本内涵。v不同的文化决定着人们不同的价值观念与价值取向。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior价值观在决定需要认知中起重要作用，它也会影价值观在决定需要认知中起重要作用，它也会影消费者决策的其他阶段。消费者决策的其他阶段。Value plays an important role in perception of need identification,and it can influences other st

10、age of consumer decision-making.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.1.2 Where and how do people obtain their values?人们的价值观是如何获得的？1)Socialization 在社会化过程中获得vThe process by which people develop their value,motivations,and habitual activity is called socialization,the process of ab

11、sorbing a culture.所谓社会化过程，是指人们产生和形成他们的价值观、所谓社会化过程，是指人们产生和形成他们的价值观、动机和习惯性活动的过程。也即是吸取文化的过程。动机和习惯性活动的过程。也即是吸取文化的过程。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behaviorv2）Values are learned 通过学习获得价值观v3）Culture values are inculcated 通过反复灌输获得价值观 v4)Culture values are adaptive 价值观是可以改变的（辅助材料：7-1 美国文化价值

12、观的演变）2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer BehaviorvIntergenerational Transmission of valuesValues of societyFamilyReligious InstitutionsSchoolPeerIndividual InternalizedvaluesEarly lifetimeExperiencesCultural inculcated organizationsOrganizations2022-9-30Ma Guo,CEBA,Teaching Notes of Cons

13、umer Behaviorv价值观在代际之间的传承社会文化价值观社会文化价值观家庭家庭宗教机构宗教机构学校学校同族人同族人个人内化的价值观个人内化的价值观人生早期人生早期经历经历文化价值观灌输机构组织组织2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.1.3文化对消费者行为的影响The influences of culture on consumer behaviors1）人们为什么购买商品？Why people buy products?v为了获得功能、形式和意义。Consumers buy product to obta

14、in function,for m,and meaning.v文化背景决定消费者对产品质量和功能赋予的意义。vThe culture context of the consumer defines the meaning of quality in the function of the product.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior关于产品概念核心产品（利益、解核心产品（利益、解决方案）决方案）形式产品（性能、特形式产品（性能、特征、形式、质量、品征、形式、质量、品牌等）牌等）延伸产品（服务、保延伸产品（服务、

15、保修、安装、支付方式、修、安装、支付方式、交付等）交付等）2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behaviorv2）文化影响消费结构culture influences the structure of consumptionvThrough the legal and governmental system,a nations culture determines what suppliers can offer,the ways products can be marketed,and the degree to consumer

16、s are allowed to act on their preferences.v3）文化影响个人决策Culture influences individuals decision-makingvCulture,along with other elements of the environment,affects all stages of consumer decision making.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.1.4核心价值观对市场营销的影响How do core values influen

17、ce marketingv什么是核心价值观？Whats about core value?核心价值观核心价值观是一个社会的主流价值观，是社会成员对事物和行为的基本的信念。It refers the main stream values,and the basic beliefs held by the members of a society toward behaviors and the world.核心价值观决定产品在社会中的使用Core value define how products are used in a society.2022-9-30Ma Guo,CEBA,Teachi

18、ng Notes of Consumer Behavior核心价值观对品牌和沟通的影响The core values of a nation provide positive and negative valence for brands and for communication programs.核心价值观定义一个社会可接受的市场关系The core values of a nation also define acceptable market relationships2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior中国传

19、统文化的核心价值观中国文化的核心价值观，就是中华民族在一定历史时期内形成并被广泛持有的与主导地位的一些基本的价值观念。中国文化的核心价值观是通过对天人、群己、义利、理欲等关系的规定展示出来的。在中国文化中居于主导地位的观念有：人道主义、先义后利、理性优先、诚信知报、贵和尚中、修己内圣、自强不息、求实务实等。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior中国传统文化的特点v勤俭的品质 Austerityv中庸之道 Golden meanv注重人伦 Emphasizing on human being and ethicsv重面子

20、Emphasizing on“face”v先义后利 Humanity first,benefit second orientationv诚信理念Being Integrityv以和为贵的理念 Believe of Harmony 2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behaviorv（2）中国传统文化对消费者行为的影响Traditional Chinese culture influence on consumer behaviorsv消费者行为大众化Consumer behaviors tend to in a popular st

21、ylev“人情”消费比重大Larger consumption proportions of“favor“v以家庭为主的购买准则Buying rules tend to family center.v品牌意识比较强Strong brand awarenessv注重直觉判断的购买决策方式Emphasis on intuitional judgment and buyingvdecision-making2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior1）North American core values:their influen

22、ces on consumer behaviors 北美人的价值观与消费者行为vSeeking Material enjoyment 追求物质享受追求物质享受vUphold individual achievement and successes 崇尚成就和成崇尚成就和成功功vWorking is more important than playing 工作比玩更重要工作比玩更重要vTime is money 时间就是金钱时间就是金钱vEndeavor,enjoyment,and entrepreneurship 努力、乐观主义努力、乐观主义和创业精神和创业精神vControl to the

23、natures 对自然的控制对自然的控制vEqualities 平等主义平等主义vPhilanthropism 博爱主义博爱主义2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior专题材料：v聚焦中国：消费者行为的主要差异点 以购买环境中的中美比较为例v1。中国消费者行为与美国的差异表现在：对未来的防范与花钱的保守；购买决策比西方人谨慎得多；产品的象征意义不同价格敏感度强；购买者与使用者更大分离2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior2 中国特色的消费者行为v面子

24、消费：送礼、礼品消费v关系消费：公款消费等v“根”消费：维系血缘、家族、民族的动因所致v女性消费：从奉献到自我角度的转变2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior3 中国消费者行为内部结构的差异v中国消费者世代差异和区域差异从空间上，中国区域消费差异明显。从时间上，中国世代消费差异明显。辅助材料7-2：中国消费者行为的变化（卢泰宏）2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior4。中国存在特有的消费群体中国转型社会老年人群到2025年将占到1/5，中国特定历史

25、孕育了中产阶层（富人）群体，尤其是中国独生带是特殊和独一无二的。独生代人数在城镇约1亿人，最大的30岁，正在成为中国的主力消费群体，可能极大地改变中国消费者形象。补充材料：中国奢侈消费群八成小于中国奢侈消费群八成小于45岁岁 2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.2亚文化的影响Sub-cultural influencesv7.2.1什么是亚文化？what is sub-culture?v亚文化是在一定范围内具有自己独特的价值观念和风俗习惯等的文化。指某一文化群体所属次级群体的成员共有的独特信念、价值观和生活习惯。T

26、he culture in certain extent has its own unique values and traditional customs.v在亚文化内部，人们的态度、价值观和购买决策方面比更大的文化内部要更加相似。Within a sub-culture,peoples attitudes,values and buying decision-making are more similar than those in a larger culture.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior7.2.2

27、The often used classifications of sub-cultures 常用的亚文化分类Regional sub-culture 区域亚文化Race sub-culture 种族亚文化Sex sub-culture 性别亚文化Age sub-culture 年龄亚文化Occupation sub-culture 职业亚文化2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior亚文化的特点亚文化的特点v亚文化具有独特性。A sub culture has uniqueness.v亚文化具有同一性。A sub cult

28、ure has identity.v亚文化具有排他性。A sub-culture has Excludability.2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior亚文化对消费者行为的影响亚文化对消费者行为的影响v每个国家或民族都有自己的文化背景和价值观念。v每个国家或民族都有自己的禁忌。v处于某个特定年龄段的个体在购买决策上有许多共同之处,并表现出一些不同于其它年龄亚文化群的特点。v研究发现,男性和女性在拥有一件产品的看法上存在着很大差异。v职业通常会与收入和社会阶层共同影响消费者决策。2022-9-30Ma Guo,CEBA

29、,Teaching Notes of Consumer Behavior7.3 Cross-cultural marketing 跨文化营销v7.3.1 Cross-cultural analysis on consumer behaviors 跨文化的消费者分析vEducation level 教育水平vLanguage and writing words 语言文字vValues 价值观vReligions 宗教信仰vTaste 审美观vCustom 风俗习惯vNationality characteristics 民族性格2022-9-30Ma Guo,CEBA,Teaching Note

30、s of Consumer Behavior思考讨论题7-1v1。“天价月饼天价月饼”现象现象背后的原因？背后的原因？中秋节临近，一款99999极品“黄金月饼”亮相北京，售价达2万元。据介绍，该“黄金月饼”采用高纯金原料，月饼表面写着“花好月圆”字样。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior思考讨论题思考讨论题7-2：脑白金吆喝起中国礼品市场：脑白金吆喝起中国礼品市场在中国，如果谁提到“今年过节不收礼”，随便一个人都能跟你说“收礼只收脑白金”。脑白金已经成为中国礼品市场的第一代表。作为单一品种（帮助睡眠）的保健品，脑白金以及短的时间迅速启动市场，并登上中国保健品行业“盟主”的宝座，迄今已引领我国保健品行业若干年。在保健品行业信誉跌入低谷之时，脑白金单靠一个“睡眠”概念不可能迅速崛起。v试分析脑白金成功地原因试分析脑白金成功地原因。2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior中国奢侈品消费行为分中国奢侈品消费行为分1.doc7-2 粽粽子穿上子穿上“黄金甲黄金甲”CASE 7-1奢侈品消费奢侈品消费在在中国中国2022-9-30Ma Guo,CEBA,Teaching Notes of Consumer Behavior