消费习俗对固态奶茶消费行为的影响及营销策略——以福州地区为例  

Impact of Consuming Custom on Consuming Behavior of Solid Milk Tea and Marketing Strategy— —Taking Fuzhou as an Example

作　　者：杨迪[1] 

机构地区：[1]福建商业高等专科学校工管系,福建福州350012

出　　处：《福建商业高等专科学校学报》2014年第6期53-57,共5页Journal of Fujian Commercial College

摘　　要：每个地区都有其独特的消费习俗,影响着消费者的消费行为,甚至成为这个地区的一种社会风尚和精神风貌。随着潮流文化、时尚文化的传播,新型生活方式在年轻人的生活圈中盛行,从固态冲泡奶茶的流行可以折射出地区消费习俗的倾向。地区消费习俗可以从文化、社会、市场、环境等方面影响消费心理与行为。企业只有用心挖掘消费习俗内涵,创新产品核心价值,提升消费者满意行为,才能在激烈的市场竞争中脱颖而出,占领先机。Each region will have its unique consuming custom,and this invisible hand can affect consuming behavior,and become a social trend in the region. With the spread of popular culture and fashion,a new life style soon prevails in young people’s living circle. The popularity of solid brewing milk tea reflects the tendency of consumption customs in one region. Regional consumption customs can affect consumer psychology and behavior in these perspectives,including culture,society,market and environment. Enterprises should manage to discover consumption customs connotation,innovate core value of the product,and enhance consumer’s satisfaction behavior,in order to survive and occupy the initiative in fierce market competition.

关 键 词：固态冲泡奶茶 消费习俗 消费行为 营销策略 

分 类 号：F713.55[经济管理—市场营销]