营销刺激对消费者的影响——以微型汽车市场为例  

Influence of Marketing Stimulation on Consumer:a Case Based on Minitype Automobile Market

作　　者：陈道平[1,2] 

机构地区：[1]重庆师范大学经济与管理学院 [2]重庆大学经济与工商管理学院,重庆400044

出　　处：《重庆师范大学学报（自然科学版）》2007年第2期82-86,共5页Journal of Chongqing Normal University:Natural Science

基　　金：重庆师范大学科研基金资助

摘　　要：用微型汽车的价格、性能、品牌、质量、款式外观和服务来刻画由厂商或经销商所发出的营销刺激,并就这些刺激因素对消费者的影响进行了调查,然后使用所得调查数据研究了营销刺激因素对消费者的影响。结果显示微型汽车的价格是对消费者影响最大的刺激因素,其次是性能、品牌和质量,最后是款式外观和服务,并且车型不同则营销刺激因素对消费者的影响也不同。In this paper the price, function, brand, quality, style, and service of minitype automobile are used to depict the marketing stimulation that is given off by automakers or dealers of automobile. A survey is performed on the affection of these stimulations on consumers, and then a study focusing on the influence of the marketing stimulation on consumers is conducted by using the data obtained. The results of study show that the price of minitype automobile has the most powerful stimulation on consumers, followed by function, brand and quality, and style and service. Moreover, if the types and styles of minitype automobile are different, the influences of the marketing stimulation on consumers are different, too.

关 键 词：微型汽车 营销刺激 消费者 

分 类 号：F407.471[经济管理—产业经济]