消费者学习理论在市场营销领域的应用及展望  

Application and Prospect of Consumer Learning Theory in Marketing

作　　者：卢长宝[1] 冯仁炯[1] 

机构地区：[1]福州大学管理学院,福建福州350108

出　　处：《福州大学学报（哲学社会科学版）》2008年第1期14-19,共6页Journal of Fuzhou University(Philosophy and Social Sciences)

基　　金：福建省教育厅社会科学基金项目(JA06020S)

摘　　要：消费者学习是打开消费过程黑箱的重要工具,是理解和实践市场营销顾客导向理念的逻辑起点。由于消费者会运用学习这一手段参与市场竞争,进而对营销策略效用发挥产生深远的影响,近年来越来越受到研究者的重视。为了体现消费者学习之于营销研究的价值,有必要从消费者学习理论溯源,及其在产品、定价以及促销研究中的具体运用,对该理论在国外研究的现状进行详细的回顾,并在此基础上对未来研究方向进行展望。Consumer Learning is an important means to opening up the black box of consumption and therefore is logically a starting point for understanding and implementing the idea of consumer-oriented marketing.In recent years,increasingly greater attention has been paid to the fact that consumers participate in market competition by means of learning and thus they exert a far-reaching impact on the effect of marketing strategies.Therefore,in order to reflect the value of consumer learning in the market research,it is necessary to look at the origin of the consumer theory and its application in the research of products,pricing and marketing,and to make a review of the research of this theory and its prospect home and abroad.

关 键 词：消费者学习 营销 产品 定价 促销 

分 类 号：F272[经济管理—企业管理]