企業(yè)營銷管理中外部因素對消費(fèi)者行為影響研究.pdf

1、重慶大學(xué)碩士學(xué)位論文企業(yè)營銷管理中外部因素對消費(fèi)者行為影響研究姓名：青雪梅申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：@20050401重慶大學(xué)碩士學(xué)位論文 英文摘要 II ABSTRACT The consumer behavior is not only influencing the marketing achievements of enterprises directly but also reflecting and infl

2、uencing the marketing environments of enterprises. Thus, the study on influence factor of the consumer behavior contributes to enterprise's making the “customer-made” marketing strategy and detecting the change of ma

3、rketing environment and making a response. The research about the influence factor of consumer behavior relies mainly on qualitative research, and it is not enough to pay attention to quantitative research. In this thesi

4、s the consumption function that drives to maturity is used in the research of external factor’s influence on consumer behavior, which is used to study on consumer behavior in economics. So the study has theory and practi

5、ce meanings. This paper contains following studies and results: (1) Benefiting from the neoclassical paradigm, the author advances the hypothesis of the consumer in the research. (2)This thesis analyzes several economic

6、environment factors’ influence on consumer behavior, which includes the freedom degree of consumer’s choice, price elasticity, budget restraint, liquidity restraint, uncertainty and system factor, and has tested empirica

7、lly the impact on consumer behavior of the system factor by using the econometric model. And the result indicates that the system factor has significant positive influence on the consumer behavior of our country. (3) Mak

8、ing good use of year data from 1978 to 2002, an empirical analysis is used to study influence of income on consumer behavior with consumption function and cointegration .And the author discovers that income has significa

9、nt positive influence on the consumer behavior of our country. (4) Analyzed the influence on the consumer behavior of traditional culture and regional subculture. And a panel data is chosen to analyze the region subcultu

10、re impact on consumer behavior which includes the total consumption and income of 28 provinces and cities of our country from 1985 to 2002. Result of the analysis indicates that no matter consumption level, or the margi

11、nal propensity to consume is different significantly among the 28 provinces and cities and subculture exists. Carrying on cluster's analysis to the marginal propensity to consume of these 28 provinces and cities, we

12、 divide the sample into four groups and set up four fixed effects model whose intercepts are different. By means of testing, we draw a conclusion that four models fit well and the coefficients and models are significant,