摘要
消费者成熟度是影响消费者有效决策的重要因素之一。在中国,由于消费者主权劣势,消费者往往成为企业败德行为的受害者。本文研究了消费者成熟度与企业行为之间的关系,认为消费者成熟度的提高有利于企业规范经营活动。因此,政府实施市场监管时应侧重对消费者成熟度的培育,促进消费者和企业良性互动,营造买卖双方共赢的消费环境和经营环境。
Consumer sophistication is one of the important factors having influence on co nsumer effective decision. In China, because of the disadvantage of consumer paramountcy, consumers are always the victims of enterprises immoral behavior. With the help of research on the relation between consumer sophistication and the optimization of enterprise behavior, the author believes that the improvement of consumer sophistication will be beneficial to the standardization of enterprise operation. So, the government should pay more attention to the cultivation of consumer sophistication in exercising supervision on market, promote the sound interaction between consumers and enterprises, and create the consumption and operation environment that would be beneficial to the creation of the win-win situation.
出处
《中国流通经济》
CSSCI
北大核心
2013年第6期68-73,共6页
China Business and Market
关键词
消费者成熟度
消费者主权
败德行为
企业行为优化
consumer sophistication
consumer paramountcy
immoral behavior
the optimization of enterprise behavior
