当代市场营销中的激情消费行为研究  

Study on the Behavior of Passion Consumption in Contemporary Marketing

作　　者：兰孝玲[1] 

机构地区：[1]鲁东大学艺术学院,山东烟台264025

出　　处：《价格月刊》2014年第10期83-86,共4页

摘　　要：激情消费是当今市场的一种主要消费方式。对于市场营销而言,激发非理性激情消费并不难,难的是如何倡导一种健康、理性的消费时尚。在分析激情消费内涵与表征的基础上,研究了激情消费的主体行为特征及产生激情消费的原因,并就如何处理好理性消费与激情消费提出了相关对策。The passion consumption is a major way in today＇s market consumption. It is not difficult to stimulate the irra- tional passion consumption in the marketing. However, it is difficult to advocate a kind of healthy and rational consumption fashion. The reason and connotation of the passion consumption will be studied. Besides, how to deal with the relationship be- tween rational and passion consumption is discussed and relevant suggestions are provided.

关 键 词：市场营销 激情消费 理性消费 

分 类 号：F713.5[经济管理—市场营销]