圈子消费过程探析  

A Study on the Consumption Process in Circles

作　　者：张迪[1] 董大海[1] 宋晓兵[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116024

出　　处：《当代经济管理》2015年第12期19-22,共4页Contemporary Economic Management

基　　金：国家自然科学基金面上项目<营销沟通对双重社会身份消费者行为的影响研究>(71472020)

摘　　要：圈子是中国人社会活动的产物,是具有本土特色的社会结构。探索圈子的消费行动机理是理解中国人群体消费行为和推进营销学本土化的关键问题。文章对消费圈子的概念进行营销研究领域下的界定;分析圈子消费活动的四个阶段,包括准备阶段、决策阶段、共同消费阶段和评价阶段;进而给出圈子消费行动的作用结果,即形成惯例消费、群体偏好一致和群体态度极化。Circles are the products of Chinese people in social activities which constitute the social structure with local characteristics. Exploring the consumption behavior mechanism in various circles is critical in understanding Chinese group consumption behaviors and promoting marketing theory localization. The article firstly clarifies the concept of the consumption circles within the marketing research field. Then, four stages of circle consumption are proposed, including preparation, decision, joint consumption, evaluation. Finally, the results of circles consumption are elaborated as forming conventional consumption, group preference convergence and group attitude polarization.

关 键 词：圈子 消费圈子 群体消费过程 

分 类 号：F723[经济管理—市场营销]