市场营销case解析.docVIP

Ps ：总结的是1-4题的分析要点，有部分英文和汉字说明（ppt 不用全写上）阐述的时候还得再仔细揣测一下。辛苦了大家！加油啦！ 1.There are many factors affect comsumers’cosmetics shoping behavior: *comsumers’ cultural :different education levals ,traditional habits of family(家里从小就给他或她使用什么牌子的化妆品)；social class . *social: reference groups ,family ,roles and status(角色和地位); （通过电视广告或海报，网络的宣传对不同化妆品牌子的了解,如价钱，信誉保障,使用效果等） *personal: no any two people have the same kind of skin, diferent consumers have different skin charcteristics；(顾客年龄阶段不同，和男女性别的差异决定了皮肤的肤质不同，)age and life cycle stage ,occupation,economic situation,lifestyle,personality and self-concept *psychological:motivation;percenption;learning beliefs and attitudes How are factors change : *as the developing of society and time ,products tends to become frome simple to multielenment(单一向多元)cosmetic prducts ,people tend to buy those cosmetics which are more multifunctional,more beautiful （功能作用多样，更美观） 2.people involved in a consumer’ decision: *sellers ------value-orientation （导购员的导向作用） *family or friends ------for refence (同行人如家人朋友的建议起到了参考作用) 3.tyapes of buying decision behavior: *complex buying bahavior *dissonance-reducing buying behavior *variety-seeking buying behavior *habitual buying behavior 4.buying decision process for cosmetics: *need recognition (皮肤出现问题，开始关注皮肤，产生购买化妆品需要或者是年龄 工作 应酬方面需要) *information search （上网，看电视有哪些信誉好的足球投注网站相关化妆品护肤品广告；咨询亲朋好友） *evaluation of altematives (去专柜向服务员了解产品，试用并比较购买) *purchase decision(对服务态度好，产品信誉度高，使用效果满意的情况下决定购买) *postpurchase behavor(使用一段时间后，关注皮肤变化，看是否满意，对产品价值进行反馈定位，感觉比较)