HUAFEIXIQISHIZHIHUAFEIZHEDUIMOULEISHANGPINHUOMOUZHONGPINPAICHIJIUJIANCHIDEYIZHONGHUAFEIXUYAO,TASHIXIAOWODEYIZHONGBUBIANXINGDEHUAFEIBULV,SHIRENMENZAICHIJIUDEHUKOUZHONGJIANJIANDUIJIERCHENGDE,FANGUOQUTAYOUDUIRENMENDECAIBANBULVYOUZHESHOUYAODEYINGXIANG。
LIYONGYULICHANGYANTAO(JIANCHENGU&AYANTAO)SHISHICHANGYANTAOZHONGZUIWEIJINGCHANGLIYONGDEYANTAOFANGSHI。HUAFEIZHELIYONGYULICHANGYANTAOSHIDUIHUAFEIZHEDEHUAFEIXIQIHELICHANGDEYANTAO,TABULAOGUDECHANFAKUANGJIA,DANFANSHISHIHENSHIXIANSHIDEYANTAOFANGSHI。U&AYANTAONENGGOUGONGJIYOUGUANHUAFEIZHEDELIYONGHECAIBANXIQI,HEDUICHANWUHEPINPAIDELICHANGFANGMIANDEXINXI,YENENGGOUGONGJIGEPINPAIZAISHICHANGSHANGDEHEZUOTAISHIFANGMIANDEXINXI。YUQIYUYANTAOFANGSHIXIANGBINI,U&AYANTAOBINIQINGYIDONGDEHELIYONG。YINWEIU&AYANTAOBULAOGUDECHANFAXINGSHI,SHIYIZAICHANFAJINCHENGZHONGYEBUXUYAOHENQIANGDESHULITONGJICHANGSHI。
LIYONGYULICHANGYANTAODEFANGZHENXITONG:
品牌认知环境 品牌在方针人群中认知环境
品牌采办习气 花费采办渠道及采办习气
品牌利用习气 花费者的利用习气
对品牌的立场 花费者对品牌的爱好及立场
用户须要阐发 花费者产物利用须要和未知足须要
QIYEANZHAOHUAFEIZHEDUICHANWUDELIYONGXIQIYULICHANGYANTAOSUOGONGJIDEXINXI,NENGGOUMIXINDICUOZHIXIASHUYINGXIAOBANLITIMU:
LIYONGYULICHANGYANTAODEFANGZHENXITONG:
花费者步履是指花费者为获得、利用、措置花费物品所接纳的各类步履和事前决议这些步履的决议计划进程。花费者步履研讨除能够领会花费者是若何获得产物与办事,还能够领会花费者是若何花费产物,和产物在用完或花费今后是若何被措置的。
花费者步履研讨普通须要领会的信息有:
YUPINPAICAIBANXIQIJINSI,PINPAIDELIYONGXIQIYELONGGAIYIXIAXINXI:
HUAFEIZHEDUIPINPAIDE“LICHANG”BAOLUOYOUSANFANGMIANDEJIYI
MASILUOXUYAOTIAOLILUN