影响消费者购买决策的关键因素研究
摘要
本研究围绕消费者购买决策的理论框架与影响因素展开深入探讨，旨在为企业提供针对性的营销策略建议。通过对国内外研究现状的梳理，明确了消费者购买决策的定义、过程以及理论模型，为后续分析奠定了理论基础，从个人因素、心理因素、产品因素和社会因素四个方面，系统分析了影响消费者购买决策的关键因素。研究发现，年龄、性别、教育程度等个人因素，动机、需求、情感与忠诚度等心理因素，以及产品品质、性能、价格、品牌形象等产品因素，均对消费者购买决策产生显著影响。家庭、社交圈、社会地位及群体影响等社会因素同样不可忽视。基于这些分析，本研究进一步探讨了这些关键因素对企业营销策略的启示，提出了在产品策略、价格策略、渠道策略和促销策略上的具体建议。通过深入研究消费者购买决策的影响因素，本研究不仅有助于企业更好地理解消费者行为，还为企业制定更为精准有效的营销策略提供了有力支持。这对于提升企业的市场竞争力、促进企业的可持续发展具有重要意义。
关键词：消费者购买决策；影响因素；营销策略
Abstract
This research focuses on the theoretical fr amework and influencing factors of consumers' purchasing decisions, aiming at providing targeted marketing strategy suggestions for enterprises. By combing the research status at home and abroad, the definition, process and theoretical model of consumers' purchase decision are clarified, which lays a theoretical foundation for subsequent analysis. The key factors affecting consumers' purchase decision are systematically analyzed from four aspects: personal factors, psychological factors, product factors and social factors. It is found that personal factors such as age, gender and education level, psychological factors such as motivation, demand, emotion and loyalty, and product factors such as product quality, performance, price and brand image all have a significant impact on consumers' purchasing decisions. Social factors such as family, social circle, social status and group influence should also not be ignored. Based on these analyses, this study further explores the implications of these key factors on the marketing strategy of enterprises, and puts forward specific suggestions on product strategy, price strategy, channel strategy and promotion strategy. Through in-depth research on the influencing factors of consumers' purchase decisions, this study not only helps enterprises better understand consumer behavior, but also provides strong support for enterprises to formulate more accurate and effective marketing strategies. This is of great significance to enhance the market competitiveness of enterprises and promote the sustainable development of enterprises.
Key words: consumer purchase decision; Influencing factors; Marketing strategy
目录
一、绪论 4
1.1 研究背景与意义 4
1.2 国内外研究现状 4
1.3 研究目的与内容 5
二、消费者购买决策理论概述 5
2.1 消费者购买决策的定义与过程 5
2.2 消费者购买决策模型与理论框架 6
2.3 消费者购买决策的影响因素分类 6
三、影响消费者购买决策的关键因素分析 7
3.1 个人因素 7
3.1.1 年龄与性别 7
3.1.2 教育程度 7
3.2 心理因素 8
3.2.1 动机与需求 8
3.2.2 情感与忠诚度 8
3.3 产品因素 9
3.3.1 品质与性能 9
3.3.2 价格与价值 9
3.3.3 品牌形象与知名度 10
3.4 社会因素 10
3.4.1 家庭与社交圈 10
3.4.2 社会地位与群体影响 11
四、影响消费者购买决策的关键因素对企业营销策略的启示 12
4.1 产品策略 12
4.2 价格策略 12
4.3 渠道策略 13
4.4 促销策略 13
五、结论 14
参考文献 15
致谢 15
