摘要
消费者新产品购买意向对企业新产品开发和营销策划具有重要参考价值。在理论探讨和实证研究基础上 ,从消费者行为特征和产品特征两个方面 ,分析了新产品购买意向的主要影响因素和新产品购买意向强弱程度不同的消费者群体的主要特征。此外对新产品的营销策划提出了一些建议。
Consumer's new product purchasing intention is very important for enterprises to make new product decision. Based on theoretical discussion and practical research, with the characteristics of consumer behaviors and products, the present study analyses the main factors of new product purchasing intention and the characteristics of different consumer behaviors at different purchasing intention level. It also proposes some creative advice for new product marketing.
出处
《商业研究》
北大核心
2003年第4期62-63,共2页
Commercial Research
