摘要
首先提出消费者产品知识方法-目的链短化的新观点,再分别从产品、消费者、营销人员等角度,详细地分析了其短化的原因,理论联系实际,加以论证,具有较强的现实意义,不仅提供了对消费者产品知识的进一步的理解,而且能帮助营销人员设计更有效的广告、定价、分销和产品战略,掌握并影响消费者产品知识水平,施加最强刺激于消费者,并在该水平上促成他们的购买行为。
This paper puts forward a new idea of the means-end chain abbreviating of consumer's product knowledge, and analyzes its causes from aspects as product, consumer, marketing personnel and so on, which helps marketing personnel work out more efficient strategies of advertisement, pricing, delivering and product, and grasp the level of consumers' product knowledge, aiming to motivate their purchase behavior.
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2003年第2期152-154,共3页
Journal of Wuhan University of Technology：Information & Management Engineering
