摘要
一般产品所具有的功能、质量等要素只能给消费者带来生理效用 ,厂商必须重视这些因素 ,但又不能全部寄希望于通过提高质量、完善功能和降低价格来赢得市场。产品的款式、品牌、包装、形象和广告等要素是一般产品中消费者获得心理满足和精神享受的源泉。这些因素的不足呈较少引起消费者的显性不满即投诉 ,但它们的改善却能给消费者带来极大的满足 ,激发起他们的购买热情。
Generally speaking,the functions,quality and other elements of products can bring consumers effectiveness and so manufacturers must pay attention to those but can not hope to win market by improving the quality of products,perfecting their functions and decreasing the prices The style,brand,packages,form,ad and etc of the products are the sources from which consumers get psychological satisfactory and spirtual delectation The insufficient factors seldom cause the consumers' obvious dissatisfaction,that is,complaint,but their improvement will surely bring customers great satisfaction and thus encourage their enthusiasm for purchase
出处
《石家庄经济学院学报》
2000年第3期247-251,共5页
Journal of Shijiazhuang University of Economics
关键词
生理效用
心理效用
保健因素
市场营销
消费者
physiological effectiveness,psychological effectiveness,health-care elements, hortative elements
