摘要
刺激消费是我国经济界研究的重要课题 ,但仅集中于宏观层面 ,而对于个体消费行为和态度的操作性研究不足。从企业的角度看 ,操作性研究对企业促销产品有直接的帮助。本文着重介绍当今国外流行的两种消费者态度理论 :即细节说明理论和社会适用理论 ,这两种理论对于企业有效地加强与消费者的沟通 ,制定更有效的广告策略 ,有重要参考作用 。
How to promote the increase in consumers demand is still an important issue to the economists in our country.But their studying is only on macroscopic level.At the angle of a company or an enterprise, product sale is decided largely by consumers shopping attitude and behavior,so they pay much more attention to the marketing promotion operation facing consumers.The article introduces two kinds of contemporary western theories centering attention on physically attractive models influence over consumer and comments on them briefly.
出处
《华东经济管理》
2001年第1期105-106,共2页
East China Economic Management
