再生资源产品消费者购买意向与市场营销策略研究  

Research on Consumers' Purchase Intention on Remanufactured Products and Marketing Strategy

作　　者：刘光富[1] 张士彬[1] 门成昊[1] 

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《预测》2015年第4期27-33,共7页Forecasting

基　　金：国家社会科学基金重大资助项目(12&ZD073);国家社会科学基金重点资助项目(12AZD104)

摘　　要：本文研究中国消费者购买再生资源产品意向的影响因素和市场营销策略。运用合理行为模型的修正模型研究消费者购买意向的影响因素,运用两步聚类算法细分市场,研究不同细分市场的营销策略。通过对再生资源产品消费者购买意向主要影响因素主观规范、行为态度、品牌延伸和感知风险的相关性分析,找出最重要的影响因素;通过市场细分,把消费者分为被动接受型、质量驱动型和绿色消费型三类,针对每类消费者制定相应市场营销策略。研究为扩展再生资源产品的市场提供理论和决策依据。This paper takes an empirical approach on the research of the influence factors of consumers’ purchase inten-tion on remanufactured products and its marketing strategy. The “Fishbein Modified Model” is used to study the influ-ence factors of consumers’ purchase intention and the“Two-Step Cluster” method is used to classify the market for stud-ying the marketing strategy. A correlation analysis is done between the purchase intention on remanufactured products and subjective norm, behavior attitude, brand extension and perceived risk in order to find the impact degree or influ-ence of these factors. The consumers are divided into 3 categories which are：“accept passivity”,“quality-driven” and“green consumption”. Based on influence factors, the targeted marketing strategy suggestions are given to each category. The purpose of the paper is to provide theoretical guidance for the marketing of remanufactured products.

关 键 词：再生资源产品 购买意向 影响因素 营销策略 

分 类 号：F713.55[经济管理—市场营销]