冲动性购买行为下的营销策略优化研究 -市场营销专业

摘要

随着消费市场的日益多元化，冲动性购买行为逐渐成为影响企业营销效果的重要因素之一。本研究以消费者心理学和行为经济学理论为基础，结合现代营销实践，深入探讨了冲动性购买行为的驱动机制及其对营销策略优化的启示。情绪波动和外部环境刺激是诱发冲动性购买行为的关键变量，而个体自我控制能力则在其中起到显著的调节作用。基于此，本研究提出了针对性的营销策略优化方案，包括情感化营销设计、场景化购物体验构建以及个性化推荐系统的改进。研究的创新点在于将情绪管理理论融入营销策略框架，并首次提出基于消费者心理特征的动态营销调整模型，为企业的精准营销提供了新的思路。本研究不仅丰富了冲动性购买行为的理论体系，还为企业制定更高效的营销策略提供了实证支持，具有重要的学术价值和实践意义。

关键词：冲动性购买行为；情绪管理理论；营销策略优化；结构方程模型；消费者心理特征

Optimization of Marketing Strategies under Impulsive Purchasing Behavior

英文人名

Directive teacher:×××

Abstract

With the increasing diversification of the consumer market, impulsive purchasing behavior has gradually become one of the important factors affecting the marketing effect of enterprises. Based on the theories of consumer psychology and behavioral economics, combined with modern marketing practices, this study deeply discusses the driving mechanism of impulsive buying behavior and its implications for marketing strategy optimization. Emotional fluctuation and external environment stimulus are the key variables to induce impulsive buying behavior, and individual self-control plays a significant role in regulating it. Based on this, this study puts forward a targeted marketing strategy optimization scheme, including emotional marketing design, scene-based shopping experience construction and improvement of personalized recommendation system. The innovation of the research is to integrate the emotion management theory into the marketing strategy fr amework, and put forward the dynamic marketing adjustment model based on the psychological characteristics of consumers for the first time, which provides a new idea for the precision marketing of enterprises. This study has not only enriched the theoretical system of impulsive buying behavior, but also provided empirical support for enterprises to formulate more efficient marketing strategies, which has important academic value and practical significance.

Keywords: Impulsive Buying Behavior；Emotional Regulation Theory；Marketing Strategy Optimization；Structural Equation Model；Consumer Psychological Characteristics

引言 1

一、冲动性购买行为的理论基础 1

(一)冲动性购买的概念界定 1

(二)行为驱动因素分析 2

(三)理论模型构建 2

二、消费者冲动性购买的心理机制 3

(一)情感与情绪的作用 3

(二)认知偏差的影响 4

(三)社会文化因素分析 4

三、营销策略对冲动性购买的影响 5

(一)产品设计与冲动性购买 5

(二)定价策略的作用机制 5