饥饿营销策略研究外文文献翻译

文献信息

标题：The research of hunger marketing strategy

作者：Greely H

期刊：Global Journal of Management and Business Research，第1卷，第2期，页码：33-43.

年份：2016

原文

The research of hunger marketing strategy

Greely H

Abstract

At present, the consumer market is increasingly mature, the purchasing power of consumer also continue to improve, the national consumption policy formulated played an important role to stimulate and promote consumption, by new consumption growth, and gradually to the 3C products, entertainment industry, catering industry and the real estate industry, etc. Face the increasingly fierce market competition, all businesses are looking for the breach of the competitive advantage, by adopting a new way of marketing to attract consumers, in order to obtain more profit and higher market share, merchants began to look at the "hunger marketing" this relatively new way of marketing. This article attempts through the study of consumer perceived value factors, puts forward "hunger marketing" elements and the influence mechanism of consumer buying behavior, for the practical application of the "hunger marketing" provide guidance and advice.

Key words: Hunger marketing; Perceived value; Consumer behavior

1 Introduction

In the consumer buying power to get fast promotion at the same time and at the same time of the consumer market is also becoming increasingly competitive. Because the past peer means of competition between enterprises homogeneity serious, lead to many small and medium-sized enterprise was forced to withdraw from the market or turned into other business areas. As a result, businesses need to find a winning ways to establish competitive advantage, and as a breakthrough to obtain

higher profit and wider market share. In this context, "hunger marketing" in a kind of unconventional, innovative marketing way to enter the consumer market and won the consumers, businesses and market the continuous attention of scholars. In the time limit set limit to is characteristic of marketing methods between in just inches inside, in the food, housing, electronic information, such as niche open a wave and a queue selling agitation, are involved in the market within the scope of effect has attracted great attention and public opinion. Today’s consumer market, the businesses need to face the different preferences, all tastes of consumers and potential customers. In order to effectively use "hunger marketing" method make it play a greater value, it is necessary to find out the specific for the consumer purchase behavior outside marketing stimulus. Visible, analyze the commodity marketing methods not only can be more targeted to understand "hunger marketing" customer behavior of the market, also for the merchants or promote the formulation of the marketing of the enterprise.

2 Theory research of consumer purchasing behavior

2.1 Definition of consumer buying behavior

For the consumer buying behavior, since the last century, has always been an important research field of scholars both at home and abroad, as a result, there are also many scholars study try never provided face its definition. Due to the vast consumer behavior research scope, it not only limited to behavior, more covers marketing, psychology, economics and sociology, etc, on the buying behavior of consumers failing to reach an agreement has been defined. For the views of the famous are: Bagozzi through research, points out that the consumer buying behavior is affected by the environment, and external marketing factors can produce corresponding by stimulating consumers make buying behavior. From scholars through the empirical research suggests that the consumer buying behavior is affected by both internal and external stimulation and shows that consumers in the process, act as a passive recipients' role. From on the basis of this prove that this behavior is repetitive and regularity and think we can be predicted through its showed the regularity of consumer buying behavior. Shiffman and Kanuk two scholars pointed out that the buying behavior of consumers through the marketing factors stimulation, its main

purpose is to the satisfaction of personal life demand, therefore, will seek, through evaluation, using, experience and so on. Engd and Blackwdl scholars believe that consumer behavior is a kind of decision-making, the decision-making process include obtaining goods and services, the use of goods and services, the evaluation of goods and services and follow-up activities.

In the eyes of some behaviorists, the decision making process more easily used to describe choose and buy of some specific behavior. They think that consumers buy characteristics can be observed, such as the purchase of specific goods, consumer's age, consumers pay cost to describe and demonstrate the decision-making process. Engaged in psychological research scholars argue that inner activities dominate the whole of the buying process. Consumer's behavior, it is through the complex inner activities, reveal the behavior of the decision. In conclusion, we can be summarized as follows: first, in the whole process of the whole purchase, consumers will be influenced by external factors, and marketing factors are the external factors, therefore, is a dynamic consumer behavior. Second, the consumer buying behavior is implemented through perception, experience, formed through the interaction between environment and people's behavior. Third, buying behavior is the core of market consumer behavior, is one of the life value circulation base of wood behavior.

2.2 Consumer buying behavior model

2.2.1 S - R model

The model is the most popular and common, and many experts called stimulus and response model. It vividly the buying behavior of consumers process metaphor has become a fixed by external conditions to stimulate reaction process. This "external stimulation" is not only a variety of macro factors such as political culture, and also including commodity price, quantity and so on microscopic stimulation. Through the environment of constant stimulation, consumer after a series of decisions will produce specific purchase behavior. Through the use of the goods, experience goods after judge, the judge will in consumers' mind, provide the valuable reference for the next purchase.

2.2.2 Philip Kotler behavior patterns

He thinks the behavior patterns, and external marketing factors of a stimulus are necessary part. Only under the stimulation, consumers will have inner fluctuation, and then begin to form before purchasing experience, judgment, choice, to produce purchase behavior, this behavior include color, shape, number of product, channel decisions.

2.2.3 Nicosia mode

Nick put forward the model is divided into four parts. The first part, the information collected. First of all, the consumer to receive the relevant information from the source, information on consumers dealt with here, to purchase attitude held by the consumer. Information include content both businesses and consumers, the former is the enterprise marketing information, affecting the consumers to purchase such as product features, such as business image, the latter is the consumers' personal characteristics on judgment of merchandise. The second part is evaluation survey. According to information, consumer goods comparison evaluation is the basis of purchasing behavior. It is said information from the consumers to accept the enterprise marketing information, evaluation and comparison, the purchase intention. The third part is the purchase behavior. Specific actions will in the first part of the purchase the mind under the influence of the subsequent. The fourth part is feedback after purchase. Consumers in the use of the goods in the process, will feedback the result after purchase to storage in the brain, so that the role of experience to guide subsequent purchases behavior, or passed to the relevant business owner directly.

3 The theory of hunger marketing

"Hunger marketing" as a kind of unconventional, innovative marketing methods, is emerging in the consumer market, attracted the attention of many businessmen. Today, however, about the study of the theory of the "hunger marketing", the main research achievements of scholars is still in the news comments, analyses the concept, the "hunger marketing" way of composition, mechanism and function analysis is still in the blank area are discussed. From newspapers, Internet, magazines and other channels to search for news about "hunger marketing", and these events are summarized, to find common ground, combined with the previous scholars of theory

analyses, from the perspective of individual thinking, study of "hunger marketing" theory to explore.

3.1 Definition

"Hunger marketing" commodity marketing, will have to strengthen the "supply", "limit set limit to" scarcity, apply colors to a drawing gives a piece of hot scenes of people flock to buy, urgency, forcing consumers purchasing behavior. Some scholars pointed out that "hunger marketing" way to effectively use the utility theory in economics, intended to strengthen the customer feels psychological satisfaction in the purchase process, and has a strong personal subjectivity. And businesses to reduce supply quantity is very appropriate also, cooperate with the propaganda, contributing to rising popularity, rushed to buy. On the other hand, it can be found from the instance, "brand" effect from beginning to end is run in the process of "hunger marketing". "Hunger marketing" as a kind of marketing in the consumer market, the "hunger marketing" refers to the appeal is based on product quality and brand, product or service providers to consciously reduce yield and shortening the time of supply, in order to make up the product value multiplied by adjusting the supply relationship, facilitate sales boom and to develop commodity advocates a kind of marketing strategy.

3.2 Features

Merchants in the "hunger marketing" strategy "to understand the premise, not every kind of product or service is fit for the use of this new type of marketing. Some scholars pointed out that the brand and the quality is the enterprise implementation of the "hunger marketing" two major premise promotional products, have a certain brand influence, the good quality of goods or services can use this kind of marketing methods to obtain stable market share in profits. Therefore, the author of "hunger marketing" characteristics summarized below:

First is the price. Compared with other same type goods, "hunger marketing" commodity price is higher. Second is the quality aspect.” Hunger marketing" product quality with uniqueness and particularity, its competitors are difficult to imitate, has a higher market barriers. Third is the store.” Hunger marketing" products

store density scarce, a city is one or less a few stores, fewer stores are more likely to contribute to the scene waiting for the demand of buyer. The decoration stores tend to be more unique, both one hundred snack bar of primitive simplicity style also has the urban modern entertainment electronics, immediately presents the orientation and characteristics of goods. Fourth is the propaganda. There needs to be split in two. For high value goods, the publicity is often through advertising, network, and the larger efforts. And low value goods more is the use of word of mouth publicity, buying experience consumers through word of mouth effect to promote mode, consumer groups when accumulated to a certain size, the publicity of the masses also cannot be ignored.

译文

饥饿营销策略研究

Greely H

摘要

目前,消费市场正不断成熟，消费者的购买能力也不断得以提升，国家消费政策的制定对激励和提升消费起到了很大作用，新的消费增长点逐形成，并渐向3C产品、娱乐产业、餐饮产业和房地产业等转移。面对市场日益激烈的竞争，各商家纷纷寻找竞争优势的突破口，通过采取新的营销方式来吸引消费者，为了获得更多的利润和更高市场占有率，商家们开始将目光投向了"饥饿营销"这种较为新兴的营销方式。本文试图通过对消费者感知价值要素的研究，提出"饥饿营销"的组成要素以及对消费者购买行为的影响机理，为"饥饿营销"的实际运用提供指导和建议。

关键词：饥饿营销；感知价值；消费行为

1 引言

在消费者的购买实力得到快速提升的同时，与之相对应的消费市场竞争也变得日益激烈。由于过去同行企业间竞争手段同质化严重，导致很多中小企业不得不被迫退出市场或转行进入其他业务领域。因此，商家们急需找到一种克敌制胜的方法以建立竞争优势，并以此为突破口获取更高的利润和更广阔的市场份额。在这种背景下，"饥饿营销"以一种非常规、新颖的市场营销方式进入了消费市场

并获得了消费者、商家和巿场学者的持续关注。这种以限时限量为特色的营销方法在短短的吋间内，便在食品、楼市、电子信息等细分领域掀起了一股又一股排队热卖风潮，在所涉及市场范围内引起了极大的关注和舆论效应。而现今的消费市场，各商家需要面对的是偏好各异、众口难调的众多消费人群和潜在顾客。为了有效地运用"饥饿营销"方法使其发挥更大价值，就有必要找出对消费者具体购买行为的外界营销刺激因素。可见，剖析商品营销方式不仅可以更有针对性地理解"饥饿营销"市场的顾客行为，还会为各商家或企业的市场营销制定工作起到推动作用。

2 消费者购买行为理论研究

2.1消费者购买行为的界定

对于消费者购买行为，从上世纪以来，一直是国内外学者的重要研究领域，因此，也有许多学者尝试着从不同层面对其进行研究定义。由于消费者行为研究范围的广阔性，它不仅局限于行为学，更涵盖了营销学、心理学、经济学和社会学等内容，关于消费者购买行为的界定也一直未达成一致。其中比较著名的观点有：Bagozzi通过研究指出，消费者购买行为是受后天环境影响的，外部的营销因素会通过刺激消费者使之产生相应的购买行为。Firat学者通过实证研究提出，消费者购买行为是受到内部和外部双方面刺激影响而表现出来的，消费者在这个过程中充当的是被动接受者的'角色。Firat在此基础上证明该行为是具有重复性和规律性的，并认为我们可以通过其表现出的规律性预测消费者购买行为。Shiffman和Kanuk两位学者指出，消费者通过营销因素剌激产生的购买行为，其主要目的是为了个人生活需求的满足，为此，将通过寻找、评判、使用、体会等方式表现出来。Engd和Blackwdl等学者认为，消费者行为是一种决策，这种决策过程包含取得商品服务、使用商品服务、评价商品服务及其后续活动。

在某些行为学家的眼里，决策过程更容易用来形容某些具体的选购行为。他们认为，可以通过观察消费者的购买特征，比如购买的具体商品，消费者的年龄阶段，消费者付出的花费等来描述和论证这个决策过程。从事心理研究的学者则认为，内心活动主宰了整个购买过程。消费者表现出来的行为，是通过复杂多变的内心活动后，流露出的行为决策。综上，我们可以总结为：第一，消费者在整个购买的全过程中，都会受到外部因素的影响，（完整译文请到百度文库）而营

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市场营销策略论文中英文资料对照外文翻译

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