摘要
市场营销活动是企业提高市场占有率并建立企业品牌的重要手段,营销行为会对市场消费者的消费心理产生影响,进而宏观上改变市场心理,造成企业对市场发展趋势的判断出现偏差。以此为基础,分别构建消费者心理模型和企业营销行为模型,通过研究二者之间的相互作用关系,推衍出企业营销行为与用户消费心理的博弈与均衡关系,客观分析企业市场预判偏差的原因,进而探讨实现企业营销利润的最大化途径。
Marketing is critical to the brand and market share of an enterprise.While an enterprise’s marketing activities are typically based on its understanding of current market participants , those activities can change the psychology and behaviors of the market participants.Such change may in turn render the enterprise’ s existing marketing activities ineffective and lead to wrong predictions regarding the market trends.In this paper, we separately construct a model for consumer psychology and a model for enterprise marketing behaviors, and study the interactions between the two.In particular, we reveal the equilibrium relation be-tween consumer psychology and enterprise marketing behaviors by means of a game-theoretic analysis of these two models.Such a-nalysis provides an objective measure to study the market predictions and the profit impact of market strategies .
出处
《安庆师范学院学报（自然科学版）》
2016年第3期35-38,共4页
Journal of Anqing Teachers College(Natural Science Edition)
基金
安徽省高校自然科学研究重点项目(KJ2015A405)
关键词
营销
消费
博弈
情绪
marketing
consumption
game theory
emotions
作者简介
王凌晖，男，安徽安庆人，硕士，安徽工商职业学院工商管理系讲师，研究方向为电子商务。E-mail：287808848@qq．com
