影響父母購(gòu)買(mǎi)嬰幼兒奶粉的幾種心理機(jī)制
----消費(fèi)者購(gòu)買(mǎi)心理機(jī)制在幼兒配方奶粉營(yíng)銷(xiāo)中的融合
  
【內(nèi)容提要】 國(guó)產(chǎn)奶粉品牌在國(guó)內(nèi)嬰兒奶粉市場(chǎng)上折戟，而進(jìn)口奶粉品牌已走出問(wèn)題圈，受父母?jìng)兊那嗖A。原因的確很多，但其中很容易被國(guó)產(chǎn)品牌忽視的一點(diǎn)是父母在購(gòu)買(mǎi)嬰兒奶粉時(shí)候的心理機(jī)制，沖動(dòng)購(gòu)買(mǎi)心理機(jī)制和理性購(gòu)買(mǎi)心理機(jī)制是消費(fèi)者兩種基本購(gòu)買(mǎi)心理機(jī)制，其下又分為若干個(gè)子心理機(jī)制，這些機(jī)制是總和起來(lái)發(fā)生作用的，不同的組合影響著消費(fèi)者不同的購(gòu)買(mǎi)行為。購(gòu)買(mǎi)心理機(jī)制可以與很多商品的購(gòu)買(mǎi)行為研究結(jié)合起來(lái)，但本文主要將購(gòu)買(mǎi)心理機(jī)制與父母購(gòu)買(mǎi)嬰兒奶粉行為結(jié)合起來(lái)加以研究，總結(jié)一些前人的經(jīng)驗(yàn)，并在此基礎(chǔ)上分析奶粉品牌營(yíng)銷(xiāo)的功過(guò)，希望能為國(guó)產(chǎn)奶粉營(yíng)銷(xiāo)獻(xiàn)上綿力。                                                               

【關(guān)鍵詞】 購(gòu)買(mǎi)心理機(jī)制；沖動(dòng)購(gòu)買(mǎi)心理機(jī)制；理性購(gòu)買(mǎi)心理機(jī)制；奶粉營(yíng)銷(xiāo)

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?yàn)椴帕τ邢?，不敢亂造理論。但在寫(xiě)這篇論文時(shí)，我在廣告學(xué)和心理學(xué)上沒(méi)見(jiàn)過(guò)“購(gòu)買(mǎi)心理機(jī)制”這個(gè)理論，但確有源頭，比如購(gòu)買(mǎi)動(dòng)機(jī)、購(gòu)買(mǎi)心理、決策過(guò)程等這些理論，都多少能看見(jiàn)購(gòu)買(mǎi)心理機(jī)制的片段，而購(gòu)買(mǎi)心理機(jī)制是一個(gè)完整的系統(tǒng)的過(guò)程，用購(gòu)買(mǎi)動(dòng)機(jī)、購(gòu)買(mǎi)心理、決策過(guò)程去表述，又顯得分散，拖沓。所以才大膽首用“購(gòu)買(mǎi)心理機(jī)制”這一說(shuō)法，希望不會(huì)被大家取笑。
看看今天國(guó)內(nèi)的嬰兒配方奶粉市場(chǎng)，國(guó)產(chǎn)品牌大量積壓，進(jìn)口品牌卻很受歡迎，不可否認(rèn)，國(guó)產(chǎn)奶粉品牌在技術(shù)、管理、營(yíng)銷(xiāo)手段等方面與進(jìn)口奶粉品牌有很大的差距，但更為重要的一點(diǎn)，很多的國(guó)產(chǎn)品牌忽視了消費(fèi)者的購(gòu)買(mǎi)心理機(jī)制，所以他們?cè)谏a(chǎn)、銷(xiāo)售、售后服務(wù)等環(huán)節(jié)的執(zhí)行中就不知道運(yùn)用這一套機(jī)制，進(jìn)而影響它們成長(zhǎng)。相反看看進(jìn)口的品牌在這一方面做得很好，很值得國(guó)產(chǎn)奶粉品牌學(xué)習(xí)借鑒。