消费者行为学之影响消费者行为的文化因素

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,*,第,7,章 影响消费者行为的文化因素,Chapter 7: Cultural influence factors on consumer behaviors,2024/9/21,1,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,学习要点,Key studying points,文化与消费者行为,Culture and consumer behaviors,亚文化的影响,Influences of sub-culture,跨文化营销,Cross-cultural marketing,2024/9/21,2,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.1,社会文化影响对消费者行为的影响,Social-cultural influences on consumer behavior,7.1.1,什么是文化？,What is culture?,文化是一系列有助于社会成员之间的沟通，阐释和评价价值观、思想、艺术和其他有意义的事物的象征符号。,Culture refers to a set of values, ideas, arts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate such things as members of society.,文化是体现出一个社会或一个社会群体特点的那些精神的、物质的、理智的和感情的特征的完整复合物。,Culture refers the complete compound of a society or a social group in term of mental, material, perceptive and emotional characteristics,2024/9/21,3,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,文化,是人类知识、信仰、艺术、道德、法律、美学、习俗、语言文字以及人作为社会成员所获得的其他能力和习惯的总称。,Culture is an overall appellation of knowledge, beliefs, arts, moral, laws, aesthetics, consuetude, languages, and other abilities and customs as social members of human being.,2024/9/21,4,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,文化一般有两部分组成：Two parts of a culture,第一，全体社会成员共同的基本,核心文化,；,First, the core basic culture which hold by all the members of a society.,第二，具有不同价值观、生活方式及风俗习惯的,亚文化,。,Second, the sub-cultures characterized by different values, lifestyles and customs.,2024/9/21,5,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2024/9/21,6,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2024/9/21,7,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,文化的特点,文化是后天习得的。,文化的影响是无形的。,社会文化既有稳定性， 又有可变性。,社会文化是共享的。,社会文化的规范性。,2024/9/21,8,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,一些受文化影响的重要的态度和行为（,10,个方面）,Some of important attitudes and behaviors influenced by culture are the following:,Senses of self and space,自我和空间意识,Communication and language,沟通和语言,Dress and appearance,装束和外表,Food and feeding habits,食物和饮食习惯,Time and time consciousness,时间与时间观念,Relationships (family, organizations, government, and so on,关系（家庭、组织、政府）,Values and norms,价值观与标准,Beliefs and attitudes,看法和态度,Mental processes and learning,思维过程与学习方式,Work habits and practices,工作习惯与实践,2024/9/21,9,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.1.2,什么是价值观？,What is value ?,价值观,是人们共享的信念或个人内在化的群体标准,Value refers the shared beliefs or group norms internalized by individuals, perhaps with some modifications.,标准,是持有同一信念的群体对其成员的行为的规范。,Norms refers the behavior standards that are held by the group members with same beliefs.,2024/9/21,10,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,价值观是关于理想的最终状态和行为方式的持久信念，是指人们对客观事物的主观评价，它是文化的基本内涵。,不同的文化决定着人们不同的价值观念与价值取向。,2024/9/21,11,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,价值观在决定需要认知中起重要作用，它也会影消费者决策的其他阶段。,Value plays an important role in perception of need identification, and it can influences other stage of consumer decision-making .,2024/9/21,12,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.1.2 Where and how do people obtain their values?,人们的价值观是如何获得的？,1) Socialization,在社会化过程中获得,The process by which people develop their value, motivations, and habitual activity is called socialization, the process of absorbing a culture.,所谓社会化过程，是指人们产生和形成他们的价值观、动机和习惯性活动的过程。也即是吸取文化的过程。,2024/9/21,13,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2,）,Values are learned,通过学习获得价值观,3,）,Culture values are inculcated,通过反复灌输获得价值观,4) Culture values are adaptive,价值观是可以改变的,（,辅助材料,：,7-1,美国文化价值观的演变）,2024/9/21,14,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,Intergenerational Transmission of values,Values of society,Family,Religious,Institutions,School,Peer,Individual Internalized,values,Early lifetime,Experiences,Cultural inculcated organizations,Organizations,2024/9/21,15,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,价值观在代际之间的传承,社会文化价值观,家庭,宗教机构,学校,同族人,个人内化的价值观,人生早期经历,文化价值观灌输机构,组织,2024/9/21,16,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.1.3,文化对消费者行为的影响,The influences of culture on consumer behaviors,1,）人们为什么购买商品？,Why people buy products ?,为了获得功能、形式和意义。,Consumers buy product to obtain function, for m, and meaning.,文化背景决定消费者对产品质量和功能赋予的意义。,The culture context of the consumer defines the meaning of quality in the function of the product.,2024/9/21,17,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,关于产品概念,核心产品（利益、解决方案）,形式产品（性能、特征、形式、质量、品牌等）,延伸产品（服务、保修、安装、支付方式、交付等）,2024/9/21,18,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2,）文化影响消费结构,culture influences the structure of consumption,Through the legal and governmental system, a nations culture determines what suppliers can offer, the ways products can be marketed, and the degree to consumers are allowed to act on their preferences.,3,）文化影响个人决策,Culture influences individuals decision-making,Culture, along with other elements of the environment, affects all stages of consumer decision making.,2024/9/21,19,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.1.4,核心价值观对市场营销的影响,How do core values influence marketing,什么是核心价值观？,Whats about core value?,核心价值观,是一个社会的主流价值观， 是社会成员对事物和行为的基本的信念。,It refers the main stream values, and the basic beliefs held by the members of a society toward behaviors and the world.,核心价值观决定产品在社会中的使用,Core value define how products are used in a society.,2024/9/21,20,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,核心价值观对品牌和沟通的影响,The core values of a nation provide positive and negative valence for brands and for communication programs.,.,核心价值观定义一个社会可接受的市场关系,The core values of a nation also define acceptable market relationships,2024/9/21,21,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,中国传统文化的核心价值观,中国文化的核心价值观，就是中华民族在一定历史时期内形成并被广泛持有的与主导地位的一些基本的价值观念。,中国文化的核心价值观是通过对天人、群己、义利、理欲等关系的规定展示出来的。,在中国文化中居于主导地位的观念有：人道主义、先义后利、理性优先、诚信知报、贵和尚中、修己内圣、自强不息、求实务实等。,2024/9/21,22,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,中国传统文化的特点,勤俭的品质 Austerity,中庸之道 Golden mean,注重人伦 Emphasizing on human being and ethics,重面子 Emphasizing on “face”,先义后利 Humanity first, benefit second orientation,诚信理念Being Integrity,以和为贵的理念 Believe of Harmony,2024/9/21,23,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,（,2,）中国传统文化对消费者行为的影响,Traditional Chinese culture influence on consumer behaviors,消费者行为大众化,Consumer behaviors tend to in a popular style,“,人情,”,消费比重大,Larger consumption proportions of “favor “,以家庭为主的购买准则,Buying rules tend to family center.,品牌意识比较强,Strong brand awareness,注重直觉判断的购买决策方式,Emphasis on intuitional judgment and buying,decision-making,2024/9/21,24,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,1,）,North American core values : their influences on consumer behaviors,北美人的价值观与消费者行为,Seeking Material enjoyment,追求物质享受,Uphold individual achievement and successes,崇尚成就和成功,Working is more important than playing,工作比玩更重要,Time is money,时间就是金钱,Endeavor, enjoyment, and entrepreneurship,努力、乐观主义和创业精神,Control to the natures,对自然的控制,Equalities,平等主义,Philanthropism,博爱主义,2024/9/21,25,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,专题材料：,聚焦中国：消费者行为的主要差异点,以购买环境中的中美比较为例,1,。中国消费者行为与美国的差异表现在：,对未来的防范与花钱的保守；,购买决策比西方人谨慎得多；,产品的象征意义不同,价格敏感度强；,购买者与使用者更大分离,2024/9/21,26,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,2,中国特色的消费者行为,面子消费：送礼、礼品消费,关系消费：公款消费等,“根”消费：维系血缘、家族、民族的动因所致,女性消费：从奉献到自我角度的转变,2024/9/21,27,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,3,中国消费者行为内部结构的差异,中国消费者世代差异和区域差异,从空间上，中国区域消费差异明显。,从时间上，中国世代消费差异明显。,辅助材料,7-2,：中国消费者行为的变化（卢泰宏）,2024/9/21,28,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,4,。中国存在特有的消费群体,中国转型社会老年人群到,2025,年将占到,1/5,，中国特定历史孕育了中产阶层（富人）群体，尤其是中国独生带是特殊和独一无二的。独生代人数在城镇约,1,亿人，最大的,30,岁，正在成为中国的主力消费群体，可能极大地改变中国消费者形象。,补充材料：,中国奢侈消费群八成小于,45,岁,2024/9/21,29,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.2,亚文化的影响,Sub-cultural influences,7.2.1,什么是亚文化？,what is sub-culture?,亚文化是在一定范围内具有自己独特的价值观念和风俗习惯等的文化。,指某一文化群体所属次级群体的成员共有的独特信念、价值观和生活习惯。,The culture in certain extent has its own unique values and traditional customs.,在亚文化内部，人们的态度、价值观和购买决策方面比更大的文化内部要更加相似。,Within a sub-culture, peoples attitudes, values and buying decision-making are more similar than those in a larger culture.,2024/9/21,30,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.2.2 The often used classifications of sub-cultures,常用的亚文化分类,Regional sub-culture,区域亚文化,Race sub-culture,种族亚文化,Sex sub-culture,性别亚文化,Age sub-culture,年龄亚文化,Occupation sub-culture,职业亚文化,2024/9/21,31,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,亚文化的特点,亚文化具有独特性。A sub culture has uniqueness.,亚文化具有同一性。A sub culture has identity.,亚文化具有排他性。A sub-culture has Excludability.,2024/9/21,32,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,亚文化对消费者行为的影响,每个国家或民族都有自己的,文化背景和价值观念,。,每个国家或民族都有自己的禁忌,。,处于某个特定年龄段的个体在购买决策上有许多共同之处,并表现出一些不同于其它年龄亚文化群的特点。,研究发现,男性和女性在拥有一件产品的看法上存在着很大差异。,职业通常会与收入和社会阶层共同影响消费者决策。,2024/9/21,33,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,7.3 Cross-cultural marketing,跨文化营销,7.3.1 Cross-cultural analysis on consumer behaviors,跨文化的消费者分析,Education level,教育水平,Language and writing words,语言文字,Values,价值观,Religions,宗教信仰,Taste,审美观,Custom,风俗习惯,Nationality characteristics,民族性格,2024/9/21,34,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,思考讨论题,7-1,1,。,“天价月饼”现象背后的原因？,中秋节临近，一款,99999,极品“黄金月饼”亮相北京，售价达,2,万元。据介绍，该“黄金月饼”采用高纯金原料，月饼表面写着“花好月圆”字样。,2024/9/21,35,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,思考讨论题,7-2,：脑白金吆喝起中国礼品市场,在中国， 如果谁提到“今年过节不收礼”，随便一个人都能跟你说“收礼只收脑白金”。 脑白金已经成为中国礼品市场的第一代表。,作为单一品种（帮助睡眠）的保健品， 脑白金以及短的时间迅速启动市场， 并登上中国保健品行业“盟主”的宝座，迄今已引领我国保健品行业若干年。在保健品行业信誉跌入低谷之时， 脑白金单靠一个“睡眠”概念不可能迅速崛起。,试分析脑白金成功地原因,。,2024/9/21,36,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,中国奢侈品消费行为分1.doc,CASE 7-1,奢侈品消费,在,中国,2024/9/21,37,Ma Guo, CEBA, Teaching Notes of Consumer Behavior,