吉利性偏好对营销决策的影响:尾数定价与品牌名称  

Luck-chasing Preference's Influence upon Marketing Decision:Mantissa Pricing and Brand Name

作　　者：董俊武[1] 陈震红[1] 

机构地区：[1]广东外语外贸大学国际工商管理学院,广州510420

出　　处：《学术交流》2010年第8期65-69,共5页Academic Exchange

基　　金：教育部人文社会科学研究2009年度一般项目(09YJC630045);广东外语外贸大学校级"211工程"重点学科建设项目(GDUFS-211-M-05)

摘　　要：文化因素对消费者的行为以及企业的营销策略具有重要的影响,而在亚太很重要的一个方面就是华人世界中显著的吉利性偏好。其中又尤其以吉利性的数字与词汇具有最为普遍的影响,并突出体现在商品价格的尾数以及商品的品牌名称上。选择吉利数字作为商品价格的尾数能够增加消费者购买的可能性,但可能造成消费者满意度的下降。不过这种购买可能性的提高在产品质量稳定的条件下将得到进一步的加强。而吉利性偏好程度越高的消费者,对品牌名称吉利因素的感知度也会越高,进而对消费者的品牌认知程度有正向影响。最终,较高的品牌名称吉利性感知以及较高的品牌认知能够共同提高消费者的购买意图。因此,文化信仰中传统吉利性偏好与尾数定价和品牌命名称的结合,将能够对消费者的行为产生影响,这将是企业营销决策需要考虑的因素之一。Cultural factor conducts a vital influence on consumers＇behaviors as well as enterprises＇marketing strategies. Luck-chasing preference is a distinct feature among Chinese world of the Asia,represented by lucky number and words which always appear on the mantissas of price and name of brand. The lucky-number mantissa of price can increase the possibility of purchase that could be further improved under stable quality of products,even though it might cause the decrease of consumer satisfaction. The higher degree of luck-chasing hobby consumer has,the more perception they hold toward lucky factors of brand name. It is the positive effect of brand awareness and perception that enhance consumer＇s purchase intentions. Therefore,in cultural faith,combining the traditional preference of chasing luck with mantissa pricing and brand naming can affect consumer conduct,which is one of the factors that should be taken into consideration during enterprises＇decision-making.

关 键 词：文化信仰 吉利性偏好 尾数定价 品牌名称 

分 类 号：F713.50[经济管理—市场营销]