影响父母购买婴幼儿奶粉的几种心理机制.doc

影响父母购买婴幼儿奶粉的几种心理机制
----消费者购买心理机制在幼儿配方奶粉营销中的融合
  
【内容提要】 国产奶粉品牌在国内婴儿奶粉市场上折戟，而进口奶粉品牌已走出问题圈，受父母们的青睐。原因的确很多，但其中很容易被国产品牌忽视的一点是父母在购买婴儿奶粉时候的心理机制，冲动购买心理机制和理性购买心理机制是消费者两种基本购买心理机制，其下又分为若干个子心理机制，这些机制是总和起来发生作用的，不同的组合影响着消费者不同的购买行为。购买心理机制可以与很多商品的购买行为研究结合起来，但本文主要将购买心理机制与父母购买婴儿奶粉行为结合起来加以研究，总结一些前人的经验，并在此基础上分析奶粉品牌营销的功过，希望能为国产奶粉营销献上绵力。                                                               

【关键词】 购买心理机制；冲动购买心理机制；理性购买心理机制；奶粉营销

The impact of parents to purchase infant formula several psychological mechanisms
Student: Yuan gaosheng      

【Abstract】Chinese-made infant formula milk powder brand in the domestic fruitless trips to the market, while imports of milk powder have been out of the question of brand ring, by the parents of all ages. Indeed a lot of reasons, but domestic brands can be easily overlooked is that parents in the purchase of infant formula when the psychological mechanism, the impulse to buy the purchase of psychological mechanisms and the psychological mechanism is a rational consumer to buy two basic psychological mechanism, under which is divided into a number of sub-psychological mechanisms play a role is the sum up, the different combinations affect consumer buying behavior different. Psychological mechanism to purchase goods with a lot of research to combine purchases, but this paper will be the purchase of psychological mechanisms and their parents to buy baby milk powder to study the act of combining, summing up the experience of some of our predecessors, on the basis of analysis of milk powder brand marketing power , and hope to be able to bring China-made milk powder marketing way.

【Key words】 the purchase of mental mechanism ；impulse purchase of psychological mechanisms ；          rational purchase of mental mechanism ；milk powder marketing

引言及序

因为才力有限，不敢乱造理论。但在写这篇论文时，我在广告学和心理学上没见过“购买心理机制”这个理论，但确有源头，比如购买动机、购买心理、决策过程等这些理论，都多少能看见购买心理机制的片段，而购买心理机制是一个完整的系统的过程，用购买动机、购买心理、决策过程去表述，又显得分散，拖沓。所以才大胆首用“购买心理机制”这一说法，希望不会被大家取笑。
看看今天国内的婴儿配方奶粉市场，国产品牌大量积压，进口品牌却很受欢迎，不可否认，国产奶粉品牌在技术、管理、营销手段等方面与进口奶粉品牌有很大的差距，但更为重要的一点，很多的国产品牌忽视了消费者的购买心理机制，所以他们在生产、销售、售后服务等环节的执行中就不知道运用这一套机制，进而影响它们成长。相反看看进口的品牌在这一方面做得很好，很值得国产奶粉品牌学习借鉴。