品牌差异化策略对消费者购买决策的影响研究
摘要
本文以品牌差异化策略对消费者购买决策的影响为研究对象，通过分析信息过载、价值错觉和心理压力等因素，提出了信息透明化、强调产品价值和强化消费者教育等对策。在当今市场竞争激烈的环境下，品牌差异化策略成为企业获取竞争优势的关键。然而，过度宣传和营销可能导致消费者面临信息过载，产生困惑和犹豫不决的情况。同时，品牌策略强调产品独特性而忽视实际价值，会影响消费者的购买决策。此外，一些品牌策略通过心理压力影响消费者，使其在购买决策中不得不选择高价或不符合实际需求的产品。为应对这些影响，品牌可以通过提供透明的信息、强调产品价值和加强消费者教育等方式，使消费者能够更明智地进行购买决策。
关键词：品牌差异化策略、消费者购买决策、信息过载、价值错觉、心理压力、信息透明化、产品价值、消费者教育
This paper examines the impact of brand differentiation strategies on consumer purchasing decisions. By analyzing factors such as information overload, perceptual discrepancies, and psychological pressure, strategies such as transparency of information, emphasizing product value, and strengthening consumer education are proposed. In today's highly competitive market, brand differentiation strategies have become crucial for businesses to gain a competitive advantage. However, excessive marketing and promotion can lead to information overload, causing confusion and hesitation among consumers. Additionally, when brand strategies focus on product uniqueness and overlook actual value, it influences consumer purchasing decisions. Moreover, some brand strategies exert psychological pressure on consumers, leading them to choose expensive or unsuitable products. To address these effects, brands can provide transparent information, emphasize product value, and enhance consumer education so that consumers can make more informed purchasing decisions.
Keywords: brand differentiation strategies, consumer purchasing decisions, information overload, perceptual discrepancies, psychological pressure, transparency of information, product value, consumer education.
