消费者行为学课程PPT
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阐释AISAS等消费者行为学概念。
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消费者行为学课程PPT
- 1. 孙潮 / 王政 / 范冰 All Rights Reserved 2009
- 2. 概念 AIDMA 是消费者行为学领域很成熟的理论模型之一，由美国广告学家 E.S. 刘易斯在 1898 年提出。 2005 年，日本电通集团推出的 AISAS 更加适应网络时代的消费者行为历程。 CONCEPT
- 3. 概念 关键性的区别 ： 前者注重强制宣传灌输的品牌推广，后者重视消费者理性主动的行为，重视其体验、感知和可能取向。 CONCEPT AIDMA AI S A S VS
- 4. 搜索 有非常多的消费者，在购买商品时，他是先对某类型的商品产生注意，接着如果引起他的兴趣的话，他的下一个动作是： 上网去搜寻相关消费讯息 ，这个过程中，包括这类型商品的 品牌 / 价差 / 使用评价 / 购买通路等 相关讯息，之后，他才会决定行动。 SEARCH
- 5. SEARCH 搜索
- 6. SEARCH 搜索
- 7. SHARE 分享
- 8. SHARE 分享
- 9. SHARE 分享 口碑源于品质，传播众口相传 艾瑞认为，口碑营销是以优秀的产品质量为保证，以用户的 真实、良性 体验为出发而展开的营销行为。因此企业在做口碑营销时，需要着重注意以下几个方面： 1 、 产生口碑 ——高质量产品为基础 2 、 传播口碑 ——为体验用户搭建话语平台 3 、 扩散口碑 ——促进正向评价的广泛传播
- 10. 分享 SHARE
- 11. SHARE 分享 口碑建立需要长期战略 口碑营销在营销 理念、方式、平台 等各方面与传统营销方式相比有很大的区别，但口碑的建立是一个长期的过程，广告创作需要依据企业 自身特点、用户需求和市场变化 等多方面因素，制定建立口碑的长期战略。艾瑞咨询认为，口碑营销战略制定包括以下几个方面： 1 、 挖掘口碑营造点 ——用户细分，产品定位 2 、 创新口碑传播形式 ——营销策略以创意为先 3 、 扩大口碑传播范围 ——借助多种平台推动传播 4 、 评估口碑传播效果 ——效果评估，及时反馈
- 12. USER EXPERIENCE 体验 用户体验 是一个测试产品 满意度 与 使用度 的词语，可能是基于西方产品设计理论中发展出来的，英语是 User Experience 。在大多数情况下，产品软件测试或是商业行销测试时，会用到用户体验这个词。 用户体验设计则是以此概念为中心的一套设计流程。在英语中常被简写为 UX Design 。全名是 User Experience Design 。此流程完整的包括了有目标用户设定，满意度的范围和主题设定，用户需求的功能，交互研究，系统反馈和最终的报告与成果。 —— from Wikipedia
- 13. USER EXPERIENCE 体验 用 一句话 形容用户体验 “用户体验就是用户体验到的。” “方便 简洁 视觉效果好。” “用户说好才是真的好！ ” “让用户用的爽！ ” “把用户当傻子来设计 。” “忽悠了用户 , 还让用户自我感觉良好。”
- 14. USER EXPERIENCE 体验 塑造优秀的用户体验是一个 漫长复杂 的过程
- 18. USER EXPERIENCE 体验 从用户体验上来看，广告可分为两个阵营：一个阵营称为 逆向广告 ；另一个阵营是 顺向广告 。 展示地点 / 视觉效果 / 参与程度
- 19. USER EXPERIENCE 体验 新浪网首页的付费广告
- 20. USER EXPERIENCE 体验 Google 的竞价排名赞助商广告
- 21. USER EXPERIENCE 体验 植入式广告
- 25. USER EXPERIENCE 体验 以消费者为中心 优秀的用户体验 获得好口碑 扩大广告宣传力度
- 26. SUMMARISE 结论