参照群体与社会认同对消费者品牌转换意向的影响 (Chinese Edition) - Softcover
随着市场经济的发展，物品体系和意义体系之间建立了各种各样的对应关系，产品不再仅仅以自然形态出现在消费者面前，而是成为一种社会性的载体和符号。人们不再仅为保暖而穿衣、为代步而买车，而是将产品所拥有的社会价值包含其中，以感性的消费来满足心理的需求。产品的符号化使得消费者感知到产品和品牌所具有的身份识别价值。表达身份能力较强的产品更是促成人们在心理层面上对不同消费群体知觉类化，使得心理群体得以产生。在心理群体产生的同时，出现对内群体的积极评价和情感承诺，以至产生对品牌内群体的社会认同。然而，企业的各种营销活动以及战略定位执行不力，会导致购买某品牌消费人群的变化，出现不同时间阶段有不同社会阶层的实际购买者的状况。由于不同社会阶层、不同人群对产品消费流动性的存在，使得品牌内群体时而出现群体成员的改变。本书从参照群体与社会认同视角探讨了目标消费者为什么会转换正在使用的品牌，即目标消费者流失、品牌转换的主要实质。
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About the Author:
李研，1987年生，管理学博士，毕业于南开大学商学院。现任首都经济贸易大学工商管理学院市场营销系讲师，研究方向为市场营销、消费者行为。在学期间曾去往英国剑桥大学、韩国首尔大学交流学习，曾获得南开大学特等奖学金暨“南开十杰”荣誉称号。先后在国内外学术期刊发表论文十余篇，并数次在中国营销科学学术年会上获奖。
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- Publisher金琅学术出版社
- Publication date2015
- ISBN 10 3639815661
- ISBN 13 9783639815665
- BindingPaperback
- Number of pages100
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -sui zhao shi chang jing ji de fa zhan wu pin ti xi he yi yi ti xi zhi jian jian li le ge zhong ge yang de dui ying guan xi chan pin bu zai jin jin yi zi ran xing tai chu xian zai xiao fei zhe mian qian er shi cheng wei yi zhong she hui xing de zai ti he fu hao ren men bu zai jin wei bao nuan er chuan yi wei dai bu er mai che er shi jiang chan pin suo yong you de she hui jia zhi bao han qi zhong yi gan xing de xiao fei lai man zu xin li de xu qiu chan pin de fu hao hua shi de xiao fei zhe gan zhi dao chan pin he pin pai suo ju you de shen fen shi bie jia zhi biao da shen fen neng li jiao qiang de chan pin geng shi cu cheng ren men zai xin li ceng mian shang dui bu tong xiao fei qun ti zhi jue lei hua shi de xin li qun ti de yi chan sheng zai xin li qun ti chan sheng de tong shi chu xian dui nei qun ti de ji ji ping jia he qing gan cheng nuo yi zhi chan sheng dui pin pai nei qun ti de she hui ren tong ran er qi ye de ge zhong ying xiao huo dong yi ji zhan lve ding wei zhi xing bu li hui dao zhi gou mai mou pin pai xiao fei ren qun de bian hua chu xian bu tong shi jian jie duan you bu tong she hui jie ceng de shi ji gou mai zhe de zhuang kuang you yu bu tong she hui jie ceng bu tong ren qun dui chan pin xiao fei liu dong xing de cun zai shi de pin pai nei qun ti shi er chu xian qun ti cheng yuan de gai bian ben shu cong can zhao qun ti yu she hui ren tong shi jiao tan tao le mu biao xiao fei zhe wei shi yao hui zhuan huan zheng zai shi yong de pin pai ji mu biao xiao fei zhe liu shi pin pai zhuan huan de zhu yao shi zhi 100 pp. Chinesisch. Seller Inventory # 9783639815665
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Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - sui zhao shi chang jing ji de fa zhan wu pin ti xi he yi yi ti xi zhi jian jian li le ge zhong ge yang de dui ying guan xi chan pin bu zai jin jin yi zi ran xing tai chu xian zai xiao fei zhe mian qian er shi cheng wei yi zhong she hui xing de zai ti he fu hao ren men bu zai jin wei bao nuan er chuan yi wei dai bu er mai che er shi jiang chan pin suo yong you de she hui jia zhi bao han qi zhong yi gan xing de xiao fei lai man zu xin li de xu qiu chan pin de fu hao hua shi de xiao fei zhe gan zhi dao chan pin he pin pai suo ju you de shen fen shi bie jia zhi biao da shen fen neng li jiao qiang de chan pin geng shi cu cheng ren men zai xin li ceng mian shang dui bu tong xiao fei qun ti zhi jue lei hua shi de xin li qun ti de yi chan sheng zai xin li qun ti chan sheng de tong shi chu xian dui nei qun ti de ji ji ping jia he qing gan cheng nuo yi zhi chan sheng dui pin pai nei qun ti de she hui ren tong ran er qi ye de ge zhong ying xiao huo dong yi ji zhan lve ding wei zhi xing bu li hui dao zhi gou mai mou pin pai xiao fei ren qun de bian hua chu xian bu tong shi jian jie duan you bu tong she hui jie ceng de shi ji gou mai zhe de zhuang kuang you yu bu tong she hui jie ceng bu tong ren qun dui chan pin xiao fei liu dong xing de cun zai shi de pin pai nei qun ti shi er chu xian qun ti cheng yuan de gai bian ben shu cong can zhao qun ti yu she hui ren tong shi jiao tan tao le mu biao xiao fei zhe wei shi yao hui zhuan huan zheng zai shi yong de pin pai ji mu biao xiao fei zhe liu shi pin pai zhuan huan de zhu yao shi zhi. Seller Inventory # 9783639815665
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