论文题目：消费心理与促销策略研究论文.doc

毕 业 论 文 论文题目：消费心理与促销策略研究 系 别： 经济管理系 班 级：市场营销 姓 名 学 号： 指 导 教 师： 201年6月 消费心理与促销策略研究 摘 要 随着市场竞争的加剧，促销已成为当前企业竞争目标市场的有效手段。而企业的促销效果如何，基本上取决于消费者的反应程度。因而关注消费者，并进一步研究消费者的消费心理，以此定位企业的促销思路和选择促销方法，为促销工作有所依据，目前已经成为营销工作中的基础环节。 促销的实质是沟通，其具体思路是通过了解消费者心理而通过不同的方法与模式，最终达到诱导消费者做出购买行为。本文以消费心理分析为基础，在明确了消费心理与促销策略之间关系的前提下，对企业在制定促销策略、选择促销策略以及实施、管理的过程中，如何以消费者心理分析为依据进行了系统详尽的阐述。 促销策略，对消费者心理研究的应用是全面而又紧密的，它直接关系到企业促销的成败。实践证明，建立在对消费者全面而准确的心理分析基础之上的企业促销策略才能科学和有效的帮助企业顺利实现促销目标乃至于市场目标。 关键词：消费心理 促销策略 营销 促销 促销手段 Consumer psychology and promotion strategy research Abstract As market competition intensifies, the promotion enterprise competition has become the target market effective means. And how is the effect, the promotion enterprise based primarily on the degree of consumer reaction. Therefore, and further research focus consumers of consumer psychology, this promotion ideas and positioning enterprises choose methods for promotion job promotions have basis, now has become the basic step marketing job. The essence of promotion, the concrete ideas is communication is through understanding consumer psychology and through different method and mode, achieve finally inducing consumers make purchase behavior. In this paper, based on the consumption psychology in clear the consumer psychology and promotion strategy, under the precondition of relationship between to enterprises in making promotion strategy, choose promotion strategy and implementation, management process, how with consumer psychology analysis on the system based on detailed elaboration. Promotion strategy, the application of psychological research to consumers is comprehensive and closely, its directly related to strategies success rate. Practice has proved, based on consumer comprehensive and the accurate based on the psychological analysis of enterprise marketing strategy to science and effective help enterprises to realize smoothly promotion target even target market. Ke