顾客消费涉入的形成机理与涉入营销  

Formation Mechanism for Consumers' Involvement in Consumption and Involvement Marketing

作　　者：刘建新[1] 刘建徽[1] 

机构地区：[1]西南大学经济管理学院,重庆400715

出　　处：《北京工商大学学报（社会科学版）》2010年第3期69-73,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目(70172039);孙明贵教授主持;西南大学青年基金项目(0609305);刘建新主持

摘　　要：随着体验营销时代的来临,顾客涉入化消费趋势日趋明显。顾客涉入化消费是顾客基于内在需要、价值和兴趣而发生的关联性消费,它所反映的是顾客对消费品的心理重要程度和个人相关程度,以及为此而付出的个人努力程度。虽然不同的顾客消费涉入动机、涉入过程和涉入行为等存在很大的差异,但研究表明顾客消费涉入具有趋同的心理决策机理和行为反应机理,个人因素、产品因素和情境因素会调节顾客消费涉入行为。因此,企业必须积极转变传统营销观念,创造顾客涉入条件,努力实施顾客涉入营销,提高顾客涉入满意度。With the advent of experiential marketing,customers＇ involvement in consumption has become an increasingly obvious trend.Consumers＇ involvement in consumption is a relational consumption based on customers＇ internal needs,value and interest,which reflects the degree of consumer＇s mental importance toward consumption commodity and the degree of personal involvement as well as the degree of personal efforts.Despite the great difference in customers＇ motives,process and behaviors involved in consumption,research has shown that customers＇ involvement consumption are convergent in mental decision-making mechanism and behavioral response mechanism,and the factors of individual,product and circumstances will adjust the conducts of customers＇ involvement in consumption.Therefore,enterprises must transform the conventional marketing notion,create the condition for the convenience of involvement in consumption,implement the involvement marketing,and promote the satisfaction of customers＇ involvement in consumption.

关 键 词：顾客管理 涉入程度 涉入营销 

分 类 号：F713.50[经济管理—市场营销]