影響父母購買嬰幼兒奶粉的幾種心理機制
----消費者購買心理機制在幼兒配方奶粉營銷中的融合
  
【內(nèi)容提要】 國產(chǎn)奶粉品牌在國內(nèi)嬰兒奶粉市場上折戟，而進口奶粉品牌已走出問題圈，受父母們的青睞。原因的確很多，但其中很容易被國產(chǎn)品牌忽視的一點是父母在購買嬰兒奶粉時候的心理機制，沖動購買心理機制和理性購買心理機制是消費者兩種基本購買心理機制，其下又分為若干個子心理機制，這些機制是總和起來發(fā)生作用的，不同的組合影響著消費者不同的購買行為。購買心理機制可以與很多商品的購買行為研究結(jié)合起來，但本文主要將購買心理機制與父母購買嬰兒奶粉行為結(jié)合起來加以研究，總結(jié)一些前人的經(jīng)驗，并在此基礎(chǔ)上分析奶粉品牌營銷的功過，希望能為國產(chǎn)奶粉營銷獻上綿力。                                                               

【關(guān)鍵詞】 購買心理機制；沖動購買心理機制；理性購買心理機制；奶粉營銷

The impact of parents to purchase infant formula several psychological mechanisms
Student: Yuan gaosheng      

【Abstract】Chinese-made infant formula milk powder brand in the domestic fruitless trips to the market, while imports of milk powder have been out of the question of brand ring, by the parents of all ages. Indeed a lot of reasons, but domestic brands can be easily overlooked is that parents in the purchase of infant formula when the psychological mechanism, the impulse to buy the purchase of psychological mechanisms and the psychological mechanism is a rational consumer to buy two basic psychological mechanism, under which is divided into a number of sub-psychological mechanisms play a role is the sum up, the different combinations affect consumer buying behavior different. Psychological mechanism to purchase goods with a lot of research to combine purchases, but this paper will be the purchase of psychological mechanisms and their parents to buy baby milk powder to study the act of combining, summing up the experience of some of our predecessors, on the basis of analysis of milk powder brand marketing power , and hope to be able to bring China-made milk powder marketing way.

【Key words】 the purchase of mental mechanism ；impulse purchase of psychological mechanisms ；          rational purchase of mental mechanism ；milk powder marketing

引言及序

因為才力有限，不敢亂造理論。但在寫這篇論文時，我在廣告學(xué)和心理學(xué)上沒見過“購買心理機制”這個理論，但確有源頭，比如購買動機、購買心理、決策過程等這些理論，都多少能看見購買心理機制的片段，而購買心理機制是一個完整的系統(tǒng)的過程，用購買動機、購買心理、決策過程去表述，又顯得分散，拖沓。所以才大膽首用“購買心理機制”這一說法，希望不會被大家取笑。
看看今天國內(nèi)的嬰兒配方奶粉市場，國產(chǎn)品牌大量積壓，進口品牌卻很受歡迎，不可否認，國產(chǎn)奶粉品牌在技術(shù)、管理、營銷手段等方面與進口奶粉品牌有很大的差距，但更為重要的一點，很多的國產(chǎn)品牌忽視了消費者的購買心理機制，所以他們在生產(chǎn)、銷售、售后服務(wù)等環(huán)節(jié)的執(zhí)行中就不知道運用這一套機制，進而影響它們成長。相反看看進口的品牌在這一方面做得很好，很值得國產(chǎn)奶粉品牌學(xué)習(xí)借鑒。