毕业设计（论文）--营销策略分析__外文文献

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1、毕业设计（论文）-营销策略分析_外文文献 外文文献及其译稿题 目 德芙巧克力在中国市场的营销策略分析 姓 名 谢谢 学 号 2006938046 专业班级 工商管理0696班 所在学院 集美大学诚毅学院 指导教师职称 黄彩云 二壹年五月十日外文文献A marketers guide to behavioral economics Apirl2010 Ned Welch McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years A more systematic

2、approach can unlock significant valueLong before behavioral economics had a name marketers were using it Three for the price of two offers and extended-payment layaway plans became widespread because they workednot because marketers had run scientific studies showing that people prefer a supposedly

3、free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences Yet despite marketings inadvertent leadership in using principles of behavioral economics few companies use them in a systematic way In this article we highlight four pract

4、ical techniques that should be part of every marketers tool kit1 Make a products cost less painfulIn almost every purchasing decision consumers have the option to do nothing they can always save their money for another day Thats why the marketers task is not just to beat competitors but also to pers

5、uade shoppers to part with their money in the first place According to economic principle the pain of payment should be identical for every dollar we spend In marketing practice however many factors influence the way consumers value a dollar and how much pain they feel upon spending itRetailers know

6、 that allowing consumers to delay payment can dramatically increase their willingness to buy One reason delayed payments work is perfectly logical the time value of money makes future payments less costly than immediate ones But there is a second less rational basis for this phenomenon Payments like

7、 all losses are viscerally unpleasant But emotions experienced in the presentnoware especially important Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchaseAnother way to minimize the pain of payment is to understand the

8、ways mental accounting affects decision making Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally as economists believe they do or should Commonly observed mental accounts include windfall gains pocket money income

9、and savings Windfall gains and pocket money are usually the easiest for consumers to spend Income is less easy to relinquish and savings the most difficult of allTechnology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers A credit card marketer for insta

10、nce could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categoriesgreen say for below budget red for above budget and so on The budget-conscious consumer is likely to find value in such accounts although they

11、are not strictly rational and to concentrate spending on a card that makes use of them This would not only increase the issuers interchange fees and financing income but also improve the issuers view of its customers overall financial situation Finally of course such an application would make a genu

12、ine contribution to these consumers desire to live within their means2 Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen Defaultswhat you get if you dont actively make a choicework partly by instilling a p

13、erception of ownership before any purchase takes place because the pleasure we derive from gains is less intense than the pain from equivalent losses When were given something by default it becomes more valued than it would have been otherwiseand we are more loath to part with itSavvy marketers can

14、harness these principles An Italian telecom company for example increased the acceptance rate of an offer made to customers when they called to cancel their service Originally a script informed them that they would receive 100 free calls if they kept their plan The script was reworded to say We have

15、 already credited your account with 100 callshow could you use those Many customers did not want to give up free talk time they felt they already ownedDefaults work best when decision makers are too indifferent confused or conflicted to consider their options That principle is particularly relevant

16、in a world thats increasingly awash with choicesa default eliminates the need to make a decision The default however must also be a good choice for most people Attempting to mislead customers will ultimately backfire by breeding distrust3 Dont overwhelm consumers with choiceWhen a default option isn

17、t possible marketers must be wary of generating choice overload which makes consumers less likely to purchase In a classic field experiment some grocery store shoppers were offered the chance to taste a selection of 24 jams while others were offered only 6 The greater variety drew more shoppers to s

18、ample the jams but few made a purchase By contrast although fewer consumers stopped to taste the 6 jams on offer sales from this group were more than five times higher Large in-store assortments work against marketers in at least two ways First these choices make consumers work harder to find their

19、preferred option a potential barrier to purchase Second large assortments increase the likelihood that each choice will become imbued with a negative haloa heightened awareness that every option requires you to forgo desirable features available in some other product Reducing the number of options m

20、akes people likelier not only to reach a decision but also to feel more satisfied with their choice4 Position your preferred option carefullyEconomists assume that everything has a price your willingness to pay may be higher than mine but each of us has a imum price wed be willing to pay How markete

21、rs position a product though can change the equation Consider the experience of the jewelry store owner whose consignment of turquoise jewelry wasnt selling Displaying it more prominently didnt achieve anything nor did increased efforts by her sales staff Exasperated she gave her sales manager instr

22、uctions to mark the lot down x and departed on a buying trip On her return she found that the manager misread the note and had mistakenly doubled the price of the itemsand sold the lot2 In this case shoppers almost certainly didnt base their purchases on an absolute imum price Instead they made infe

23、rences from the price about the jewelrys quality which generated a context-specific willingness to payThe power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options Even if they dont sell they may increase sales of slightly better

24、 products the store really wants to move Similarly many restaurants find that the second-most-expensive bottle of wine is very popularand so is the second-cheapest Customers who buy the former feel they are getting something special but not going over the top Those who buy the latter feel they are g

25、etting a bargain but not being cheap Sony found the same thing with headphones consumers buy them at a given price if there is a more expensive optionbut not if they are the most expensive option on offerAnother way to position choices relates not to the products a company offers but to the way it d

26、isplays them Our research suggests for instance that ice cream shoppers in grocery stores look at the brand first flavor second and price last Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase

27、decisions on priceallowing retailers to sell higher-priced higher-margin products This explains why aisles are rarely organized by price For thermostats by contrast people generally start with price then function and finally brand The merchandise layout should therefore be quite differentMarketers h

28、ave long been aware that irrationality helps shape consumer behavior Behavioral economics can make that irrationality more predictable Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant valueoften at very lo

29、w cost不可或缺的营销四技巧多年来营销商一直在运用行为经济学但往往是不自觉地运用一种更系统的做法则能为营销商开发出巨大的价值早在行为经济学成为一门学说之前营销者就已经在使用它了买三送一的招揽和延长付款时间的先用后付计划已被商家广泛采用之所以这样是因为这些做法很有效而并不是因为营销商做了什么科学研究证明了人们更喜欢得到看似免费的奖励不那么喜欢同等程度的价格折扣或是证明了人们在考虑将来的后果时常常表现得不理性然而尽管营销在运用行为经济学原理方面无意间走到了前头但却很少有商家能够以系统的方法来运用这些原理本文重点介绍了四种实用的营销技巧它们应成为每一位营销商不可缺少的工具1 减轻人们花钱买产品时

30、的心痛感几乎在每一项购买决策中消费者都可以选择不买他们总是可以把钱留下来改日再买正因为如此营销商的任务不仅仅是打败竞争对手而且还要说服购物者从一开始就掏出钱来根据经济学原理对于我们花出的每一元钱支付的痛感应该都是同样的剧烈不过在营销实践中许多因素会影响人们如何看待一元钱的价值影响他们在花这一元钱时痛感的程度零售商都知道让消费者推迟付款的安排能极大地提高买家的购买意愿推迟付款之所以有效其中的一个原因是非常符合逻辑的金钱的时间价值使得将来付款比立即付款更便宜但这种现象的背后还有另外一个不是那么理性的原因付款就像所有其他损失一样让人本能地觉得不爽但此时此刻的情感体验是极其重要的所以即使是略微推迟付款

31、也能减轻马上拿钱出去的那种刺痛感从而消除阻止人们购买的一个大障碍另一个能够最大程度地减轻付款痛苦的方法是了解心理会计影响购买决策的各种方式消费者会将他们从不同来源获得的钱划分到不同的心理账户中而不是像经济学家认为他们会或应该的那样平等地看待所拥有的每一元钱常见的心理账户有意外之财零花钱收入和储蓄等通常意外之财和零花钱是消费者最容易花出去的钱收入不太容易花出去而花掉储蓄是最难的技术创造了一些利用心理会计的新领域让消费者和营销商都受益例如信用卡营销商可以提供一项基于互联网或移动设备的应用向消费者实时反馈支出与预先确定的预算及收入类别的比较情况比如说绿色表示低于预算红色表示超出预算等等这些账户的设置

32、并不完全符合理性但对预算十分在意的消费者可能会觉得这类账户很有价值并且把支出集中在利用这类账户的卡上这样不仅能增加发卡公司的交易费收入和融资收益还能让发卡公司更好地了解其客户的总体财务状况当然这样一项应用程序最终能够为那些希望量入为出的消费者做出真正的贡献2 利用默认选择的力量有压倒多数的证据表明如果提供一种选择作为默认选择会提高这种选择被选中的可能性默认选择是人们不用费心劳神就能得到的选择它起作用的部分原因在于让人们在任何购买发生之前产生了一种拥有感因为我们从收获中得到的快乐没有从等价的失去中感受的痛苦那么强烈当我们被默认地给予某样东西时它就变得比原来没有被给予时更有价值因此我们更不愿意失去

33、它精明的营销商可以利用这些原理例如一家意大利电信公司在顾客打电话要取消服务时却成功地提高了向顾客提供该服务的接受率一开始顾客会听到一段录音告诉他们说如果他们继续接受服务则可获得100次免费电话后来这段录音改为我们已经向您的账户赠送100次电话您打算如何使用呢结果许多顾客不想放弃他们觉得自己已经拥有的免费通话时间当决策者在考虑他们的选择时觉得无所谓困惑或矛盾时默认选择最能发挥作用在一个充斥着大量选择的世界里这个原理尤其有用一项默认选择可以让人们不必再费力作出决定不过对大多数人来说这个默认选择必须是一个好的选择如果试图误导顾客最后只会适得其反导致顾客的不信任3 切勿让选择压垮消费者如果不可能给出一

34、项默认选择营销商必须警惕选择超载这会降低消费者购买的可能性在一个经典的现场实验中某家食品店的顾客可以品尝24种果酱而另一些食品店的顾客只可以品尝6种24种果酱吸引了更多顾客去品尝但购买的人却很少相比之下虽然停下来品尝6种果酱的顾客相对较少但该群体贡献的销售额却高出5倍以上店内品种繁多至少在两个方面对营销商不利首先太多的选择让消费者更难找到自己喜欢的品种对购买造成潜在阻碍其次大量的品种会增加每个选择都被负面光环笼罩的可能性负面光环是一种被强化的感觉好像每种选择都会让你放弃一些你想要的而且其他某个产品可以提供的功能减少选择的数量不仅会提高人们做出决定的可能性而且会让人们对自己的选择感觉更满意4 精

35、心定位首推品种经济学家认为每一种东西都有一个价格你的花钱意愿也许比我高但我们每个人都有一个愿意支付的最高价格然而营销商定位一个产品的方式却有可能打破这个公式以一家珠宝店老板的经历为例在她店里寄售的绿松石珠宝卖得不好把这款珠宝放在显著位置也没有起什么作用销售人员努力推销也无济于事一怒之下她指示销售经理将这批珠宝的标价降低一半然后就出门去购物旅行了当她回来时她发现销售经理看错了她留下的便条阴差阳错地把价格调高了一倍结果把这批珠宝都卖掉了在这个例子中购物者显然不是根据某个绝对的最高价格来购买的相反他们根据价格来推断珠宝的质量从而产生特定环境下的一种花钱意愿这种相对定位的力量解释了为何营销商有时候能够

36、从提供几种明显低劣的产品选择中获益即使这些品种卖得不好但它们可以增加那些稍微好一些产品的销量而后者正是商店想要卖出去的品种类似地许多餐馆发现第二贵的瓶装红酒非常受欢迎还有第二便宜的瓶装红酒也是这样购买前者的顾客觉得自己得到某种特别的东西但又不至于太过分购买后者的顾客觉得自己买到了便宜货但又不显得小气索尼公司在耳机产品上也发现了同样的现象如果还有另一种更贵的产品消费者就会按照特定价格购买这些产品然而同样是这种特定价格如果这些产品是最贵的消费者就不会购买另一种定位各种选择的方式与企业提供哪些产品无关而是与产品的陈列方式有关例如我们的研究表明食品超市里的冰淇淋购买者首先看品牌然后看口味最后才是看价格

37、根据顾客喜欢购买的产品来布置超市的通道这样不仅让顾客更愉快而且降低了顾客根据价格来作出购买决策的可能性从而使商家能够卖出价格和利润更高的产品这解释了为什么货架很少按照商品价格来布置相比之下人们在购买恒温器时一般首先看价格然后是功能最后看品牌因此这种商品的布置应采取截然不同的方式营销商很早就知道消费者的行为受到非理性因素的影响行为经济学能够提高非理性因素的可预测性如果能够确切了解产品细节上的小小变动如何影响人们对它的反应则往往能够以很低的代价释放出巨大的价值A new way to measure word-of mouth marketingApril2010 Jacques Bughin J

38、onathan Doogan and Ole Jrgen Vetvik McKinsey QuarterlyConsumers have always valued opinions expressed directly to them Marketers may spend millions of dollars on elaborately conceived advertising campaigns yet often what really makes up a consumers mind is not only simple but also free a word-of-mou

39、th recommendation from a trusted source As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing word of mouth cuts through the noise quickly and effectivelyIndeed word of mouth1 is the primary factor behind 20 to 50 percent of all purchasing decisions I

40、ts influence is greatest when consumers are buying a product for the first time or when products are relatively expensive factors that tend to make people conduct more research seek more opinions and deliberate longer than they otherwise would And its influence will probably grow the digital revolut

41、ion has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimateone-on-one communication Today it also operates on a one-to-many basis product reviews are posted online and opinions disseminated through social networks Some customers even create Web sites

42、or blogs to praise or punish brandsAs online communities increase in size number and character marketers have come to recognize word of mouths growing importance But measuring and managing it is far from easy We believe that word of mouth can be dissected to understand exactly what makes it effectiv

43、e and that its impact can be measured using what we call word-of-mouth equityan index of a brands power to generate messages that influence the consumers decision to purchase Understanding how and why messages work allows marketers to craft a coordinated consistent response that reaches the right pe

44、ople with the right content in the right setting That generates an exponentially greater impact on the products consumers recommend buy and become loyal toA consumer-driven worldThe sheer volume of information available today has dramatically altered the balance of power between companies and consum

45、ers As consumers have become overloaded they have become increasingly skeptical about traditional company-driven advertising and marketing and increasingly prefer to make purchasing decisions largely independent of what companies tell them about productsThis tectonic power shift toward consumers ref

46、lects the way people now make purchasing decisions2 Once consumers make a decision to buy a product they start with an initial consideration set of brands formed through product experience recommendations or awareness-building marketing Those brands and others are actively evaluated as consumers gat

47、her product information from a variety of sources and decide which brand to purchase Their post-sales experience then informs their next purchasing decision While word of mouth has different degrees of influence on consumers at each stage of this journey its the only factor that ranks among the thre

48、e biggest consumer influencers at every stepIts also the most disruptive factor Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot Its also not a one-hit wonder The right messages resonate and expand within interested netwo

49、rks affecting brand perceptions purchase rates and market share The rise of online communities and communication has dramatically increased the potential for significant and far-reaching momentum effects In the mobile-phone market for example we have observed that the pass-on rates for key positive

50、and negative messages can increase a companys market share by as much as 10 percent or reduce it by 20 percent over a two-year period all other things being equal This effect alone makes a case for more systematically investigating and managing word of mouthUnderstanding word of mouthWhile word of m

51、outh is undeniably complex and has a multitude of potential origins and motivations we have identified three forms of word of mouth that marketers should understand experiential consequential and intentionalExperientialExperiential word of mouth is the most common and powerful form typically account

52、ing for 50 to 80 percent of word-of-mouth activity in any given product category It results from a consumers direct experience with a product or service largely when that experience deviates from whats expected Consumers rarely complain about or praise a company when they receive what they expect Co

53、mplaints when airlines lose luggage are classic example of experiential word of mouth which adversely affects brand sentiment and ultimately equity reducing both receptiveness to traditional marketing and the effect of positive word of mouth from other sources Positive word of mouth on the other han

54、dcan generate a tailwind for a product or serviceConsequentialMarketing activities also can trigger word of mouth The most common is what we call consequential word of mouth which occurs when consumers directly exposed to traditional marketing campaigns pass on messages about them or brands they pub

55、licize The impact of those messages on consumers is often stronger than the direct effect of advertisements because marketing campaigns that trigger positive word of mouth have comparatively higher campaign reach and influence Marketers need to consider both the direct and the pass-on effects of wor

56、d of mouth when determining the message and media mix that imizes the return on their investmentsIntentionalA less common form of word of mouth is intentionalfor example when marketers use celebrity endorsements to trigger positive buzz for product launches Few companies invest in generating intenti

57、onal word of mouth partly because its effects are difficult to measure and because many marketers are unsure if they can successfully execute intentional word of-mouth campaigns What marketers need for all three forms of word of mouth is a way to understand and measure its impact and financial ramif

58、ications both good and badWord-of-mouth equityA starting point has been to count the number of recommendations and dissuasions for a given product Theres an appealing power and simplicity to this approach but also a challenge its difficult for marketers to account for variability in the power of dif

59、ferent kinds of word-of-mouth messages After all a consumer is significantly more likely to buy a product as a result of a recommendation made by a family member than by a strangerThese two kinds of recommendations constitute a single message yet the difference in their impact on the receivers behav

60、ior is immense In fact our research shows that a high-impact recommendationfrom a trusted friend conveying a relevant message for exampleis up to 50 times more likely to trigger a purchase than is a low-impact recommendationTo assess the impact of these different kinds of recommendations we develope

61、d a way to calculate what we call word-of-mouth equity It represents the average sales impact of a brand message multiplied by the number of word-of-mouth messages By looking at the impactas well as the volumeof these messages this metric lets a marketer accurately test their effect on sales and mar

62、ket share for brands individual campaigns and companies as a whole That impactin other words the ability of any one word of-mouth recommendation or dissuasion to change behaviorreflects what is said who says it and where it is said It also varies by product categoryWhats said is the primary driver o

63、f word-of-mouth impact Across most product categories we found that the content of a message must address important product or service features if it is to influence consumer decisions In the mobile-phone category for example design is more important than battery life In skin care packaging and ingr

64、edients create more powerful word of mouth than do emotional messages about how a product makes people feel Marketers tend to build campaigns around emotional positioning yet we found that consumers actually tend to talkand generate buzzabout functional messagesThe second critical driver is the iden

65、tity of the person who sends a message the word-of mouth receiver must trust the sender and believe that he or she really knows the product or service in question Our research does not identify a homogenous group of consumers who are influential across categories consumers who know cars might influence car buyers but not consumers shopping for beauty products About 8 to 10 percent of consumers are what we call influentials whose common factor is trust and competence Influentials typically generat