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阅读:Enrichment Chapter 强化章节__ -1 __Consumer Behavior (5th Ed)  

2012-12-05 14:53:33|  分类: 读点英文 |  标签: |举报 |字号 订阅

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Enrichment Chapter 强化章节

Developing Information about Consumer Behavior

消费者行为信息的开发

 

 

LEARNING OBJECTIVES 学习目标

 

 

After studying this chapter, you will be able to

学完本章之后,你将可以

 

 

  • Outline some of the research methods used to understand consumer behavior.

    粗略了解一些用于理解消费者行为的研究方法。

    • Identify the kinds of organizations that conduct consumer research.

    识别进行消费者调查的组织的类型。

    • Discuss some of the ethical issues raised by consumer research.

      讨论一些因进行消费者研究而提出的伦理问题。

 

 

INTRODUCTION 导 言

 

 

Understanding China's "Technology Tribes" 了解中国的"技术部落"

 

Of the more than 40 million PCs sold in China every year, 10 million bear the Lenovo brand. But this fast-growing market is drawing global competitors like Hewlett Packard and Dell. Lenovo, which bought IBM's PC division in 2005, is defending itself by marketing new products created through a deeper understanding of the needs, expectations, and aspirations of Chinese PC users.

在中国每年卖掉的4千万台电脑中,联想(Lenovo)品牌占了1千万。而快速增长的市场也让国际竞争者惠普和戴尔垂涎三尺。在2005年买下IBM公司PC部门的联想公司,通过基于深入理解中国PC用户的需求、期望和购买意愿而制造的新产品来保护自己。

 

Lenovo hired the research and design firm Ziba to study how Chinese consumers buy, use, think about, and feel about PCs. Ziba researchers observed how consumers in China spent their time, how they made major purchases, and how they used technology products. They asked consumers to photograph their activities during one weekday and one leisure day, with special attention to use of technology products. The researchers studied fashion trends and other influences on product styling and interviewed consumers about the bene?ts they sought from technology products.

联想公司雇佣了研发公司Ziba去研究中国消费者如何购买PC和使用PC,以及与PC有关的想法和感受。Ziba公司的研究人员对中国消费者如何使用他们的时间,如何进行重要的购买活动,以及如何使用技术产品进行了仔细观察。他们请消费者将自己的一个工作日和一个休息日的整天活动都拍摄下来,尤其关注其对技术产品的使用行为。研究人员研究了流行趋势和其他因素对产品款式的影响,并询问消费者,他们到底试图从技术产品上寻求什么好处。

 

After analyzing all the data, Ziba researchers identi?ed ?ve segments or "technology tribes" with differing needs, attitudes, and behaviors: Social Butter?ies, Relationship Builders, Upward Maximizers, Deep Immersers, and Conspicuous Collectors. Lenovo chose to target all but the Conspicuous Collectors with new products such as modular, multimedia desktopPCs (for Deep Immersers) and smaller notebook PCs (for Relationship Builders). Building on its success in China's consumer market, Lenovo has expanded to targeting consumers in other parts of Asia plus those in Europe and the United States, where its ThinkPad laptops already have a loyal following.

经过对所有数据的分析,Ziba研究人员识别到5种在需求、态度和行为等方面各不相同的使用者,或称之为5种不同的"技术部落":社交花蝴蝶、关系构建者、向上极大化者、深度沉迷者和炫耀型收藏者。联想选择了除炫耀性收藏者以外的所有目标群体,面向深度沉迷者推出模块化的多媒体桌面电脑,面向关系创建者推出更小型化的笔记本电脑。在中国消费市场获得成功的同时,联想还将目标消费群体扩展到亚洲的其他地方,而在欧洲和美国,那里本来就有ThinkPad品牌的忠实拥趸。

 

Consumer behavior research helps marketers such as Lenovo determine what customers need, how they behave, and how they feel. Just as important, research can guide marketers in determining how to profitably satisfy consumer needs through decisions about segmentation, targeting, positioning, and the marketing mix. This chapter opens with a description of the tools that marketers use to collect information about consumers. Next, you will learn about the types of entities that use consumer research. Finally, you will be introduced to some ethical issues related to consumer research, a topic covered in more detail in Chapter 18, "Ethics, Social Responsibility, and the Dark Side of Consumer Behavior and Marketing."

对消费者行为的研究可帮助像联想公司这样的商家确定消费者需要什么、行为如何以及何种感受。同样重要的是,这种研究可以指引商家确定如何通过进行消费者细分、选择目标、目标定位以及营销组合来恰当的满足消费者需求。本章从解释营销人员使用的消费者信息收集工具开始。然后,你将学习使用消费者研究技术的实体的类型。最后,将向你介绍 与消费者研究相关的伦理问题,详细内容在第18,<伦理、社会责任和消费者行为学与市场营销的阴暗面>

 

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