顾客崇洋心理刻板印象对本土品牌产品的影响效应研究

发布时间：2018-09-18 13:39

【摘要】：分析构建崇洋心理刻板印象与购买本土品牌产品顾客盈利能力关系的数学模型,探讨该数学模型的函数性质,得出两者之间并非是单调递减关系,而是其中存在阈值的结论。同时发现,只有当顾客购买心理成本固定不变时,购买本土品牌产品顾客盈利能力才随着崇洋心理刻板印象单调递减。当顾客购买心理成本随顾客崇洋心理刻板印象的增大而减小时,顾客崇洋心理刻板印象率存在阈值γ*i,使得本土品牌产品盈利能力在(0,γ*i]区间内随顾客崇洋心理刻板印象率增大而增大,在(γ*i,1)区间内随顾客崇洋心理刻板印象率增大而减小。随后讨论了崇洋心理刻板印象对购买本土品牌产品顾客流失影响率、崇洋心理刻板印象对购买本土品牌产品顾客购买影响率、顾客平均每次购买金额及顾客变动心理成本率对γ*i的影响。最后,依据研究结论,提出相应的营销管理建议。
[Abstract]:This paper analyzes and constructs a mathematical model of the relationship between Chongyang psychological stereotype and the profitability of customers who buy local brand products, discusses the functional properties of the model, and draws a conclusion that there is a threshold between the two models, not a monotonic decreasing relationship, but a threshold between them. The customer profitability of the brand products decreases monotonously with the Chongyang psychological stereotype. When the customer psychological cost decreases with the increase of the customer's Chongyang psychological stereotype, the customer's Chongyang psychological stereotype has a threshold value of gamma * i, which makes the profitability of the local brand products in the (0, gamma * i) range with the customer's Chongyang psychological stereotype. It increases with the increase of the customer's psychological stereotype, and decreases with the increase of the customer's psychological stereotype in the (gamma * i, 1) interval. Finally, according to the conclusion of the study, we put forward corresponding marketing management suggestions.
【作者单位】：重庆大学经济与工商管理学院;重庆文理学院;西南政法大学经管学院;
【基金】：国家社会科学基金项目(12CXW014) 教育部人文社会科学研究项目(12YJCZH283)
【分类号】：F273.2

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