本文探讨了绿色消费理念下消费者行为特征的变化,以及企业营销策略的适应性调整,特别以全食超市为例进行了分析。在绿色消费趋势下,消费者环保意识显著提升,购买偏好转向更加健康、环保的产品,同时信息搜寻行为也发生了变化,更加注重产品的来源、生产方式和环保属性。为适应这一变化,企业需进行营销策略的调整,包括开发绿色产品、重塑品牌定位与传播方式,并调整价格策略以吸引绿色消费者。然而,企业在实践中也面临诸多挑战,如成本上升、市场竞争加剧以及政策与法规的完善等。针对这些挑战,本文提出了加强技术研发和创新、加强市场分析和竞争策略、优化产品认定管理等对策与建议。最后,文章总结了绿色消费理念对企业营销策略的重要影响,并强调了企业在实践中应如何积极应对,以实现可持续发展。This paper discusses the changes of consumer behavior characteristics under the concept of green consumption and the adaptability of enterprise marketing strategies, especially taking whole foods market as an example. Under the trend of green consumption, consumers’ awareness of environmental protection has been significantly improved, and their purchase preference has shifted to healthier and environmentally friendly products. At the same time, information search behavior has also changed, paying more attention to the source, production mode and environmental attributes of products. In order to adapt to this change, companies need to adjust their marketing strategies, including developing green products, rebranding their positioning and communication methods, and adjusting their pricing strategies to attract green consumers. However, enterprises also face many challenges in practice, such as rising costs, intensifying market competition, and the improvement of policies and regulations. In view of these challenges, this paper puts forward countermeasures and suggestions such as strengthening technology research and development and innovation, strengthening market analysis and competitive strategy, and optimizing product identification management. Finally, the paper summarizes the important influence of green consumption concept on enterprise marketing strategy, and emphasizes how enterprises should actively respond to it in practice to achieve sustainable development.
数字经济的到来为消费提供了便利,但也增加了非理性消费行为、盲目消费的风险。而觉知消费鼓励消费者在购物时多关注内在需求,减少冲动购物,从而提升生活质量。该理念主张消费者摒弃盲目、无意识的购物方式,对自己的消费行为影响增进了解,从而在消费选择上更理性、更负责任。觉知消费习惯的形成对减少非理性购物行为、构建绿色消费环境有重要意义和作用。本研究旨在通过文献综述,探讨数字经济时代,消费者行为特征以及觉知消费对消费者行为改变所发挥的作用。研究表明,觉知消费可以提升消费者的决策质量,减少资源浪费,促进可持续发展。数字经济底层依靠的网络信息技术为消费中的觉知行为提供了可行性,这促进了消费者对觉知消费的实践。然而,数据隐私泄露的风险性、市场监管不足等挑战依然存在。未来研究将深入探讨觉知消费的长期影响、技术发展的影响、市场趋势、企业社会责任、消费者教育以及政策和法规的作用。The arrival of the digital economy provides convenience for consumption, but it also increases the risk of irrational consumption behavior and blind consumption. Consumer awareness encourages consumers to pay more attention to their internal needs and reduce impulse shopping, so as to improve the quality of life. This concept advocates that consumers should abandon blind and unconscious shopping methods, and enhance their understanding of their consumption behaviors, so as to be more rational and responsible in their consumption choices. The formation of perceptual consumption habits has an important significance and role in reducing irrational shopping behavior and building a green consumption environment. This study aims to explore the role of consumer behavior characteristics and perceived consumption in the era of digital economy. Research shows that perceived consumption can improve the quality of consumer decision-making, reduce the waste of resources, and promote sustainable development. The network information technology relied on at the bottom of the digital economy provides the feasibility of perceptual behavior in consumption, which promotes consumers’ practice of perceptual consumption. However, challenges such as the risk of data privacy leakage and insufficient market regulation still exist. Future research will explore in depth the long-term impact of perceived consumption, the impact of technology development, market trends, corporate social responsibility, consumer education, and the role of policies and regulations.
电商直播凭借其低价格的吸引力、名人带动效应、以及高度的互动性,成功吸引了众多买家在直播平台上进行购物,为中国的消费市场带来新的热潮。然而,电商直播在追求销售额的过程中,也暴露出了对推广者的过度依赖、产品质量与宣传不匹配,以及售后服务水平不高等问题。为了推动电商直播行业的持续健康发展,本文主要研究影响消费者购买的因素。依据消费者行为理论和4P理论,我们对价格和偏好如何影响网络购物进行了深入研究,并采用文献研究的方式,探讨了在电商直播中影响消费者线上购物的各种因素。最终,我们通过案例分析法,找出了电商直播存在的问题的根源,并提出了促进直播行业健康发展的相关策略建议。With its low price attraction, celebrity driving effect, and high degree of interactivity, e-commerce live streaming has successfully attracted many buyers to shop on live streaming platforms, bringing a new boom to China’s consumer market. However, in the process of pursuing sales, e-commerce live broadcasting has also exposed the excessive dependence on promoters, the mismatch between product quality and publicity, and the low after-sales service level. In order to promote the sustainable and healthy development of the e-commerce live broadcasting industry, this paper mainly studies the factors that affect consumer purchases. According to the theory of consumer behavior and 4P, we conducted an in-depth study on how price and preference affect online shopping, and discussed various factors affecting consumers’ online shopping in e-commerce live broadcast by means of literature research. Finally, we analyzed the root causes and found out the problems existing in e-commerce live broadcast through case analysis, and put forward relevant strategic suggestions to promote the healthy development of the live broadcast industry.
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