| 消费者序列购买影响因素及路径选择研究 |
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| 引用本文： | 田敏,高柳.消费者序列购买影响因素及路径选择研究[J].未来与发展,2008,29(1):26-30. |
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| 作者姓名： | 田敏 高柳 |
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| 作者单位： | 1. 西安交通大学经济与金融学院,西安,710061;西安工业大学经济管理学院,西安,710032
2. 西安交通大学经济与金融学院,西安,710061;中国农业银行陕西分行营业部,西安,710068 |
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| 摘 要： | 消费者经常会依照一定的顺序从同一企业购买多种产品,这种购买顺序反映了消费者的购买路径.这种现象也为企业提供了销售多种产品的有利的机会.本文通过对影响消费者序列购买路径因素进行识别.建立购买效用模型,从而对消费者序列购买路径进行预测.期望能够帮助企业将有限的营销资源分配给那些最可能为企业带来利润的消费者,同时帮助消费者更加理性地进行决策.
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| 关 键 词： | 序列购买 交叉销售 需求成熟 购买路径 |
| 文章编号： | 1003-0166（2008）01-0026-05 |
Research on the Factors of Effect the Consumer Sequentially Purchasing and the Choice of the Purchase Path |
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| TIAN Min,GAO Liu.Research on the Factors of Effect the Consumer Sequentially Purchasing and the Choice of the Purchase Path[J].Future and Development,2008,29(1):26-30. |
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| Authors: | TIAN Min GAO Liu |
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| Institution: | TIAN Min1,2 GAO Liu1,3 (1.School of Economics , Finance,Xi\'an Jiaotong University,Xi\'an 710061,2.School of Economics , Management,Xi\'an Technology University,Xi\'an 710032,3.Agricultural Bank of China Shaanxi Branch,Xi\'an 710068 ) |
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| Abstract: | Consumer often sequentially purchasing multiple products from the same company, it reflects the purchase path, this situation offers significant opportunities for companies carrying multiple products to their existing customer. This paper identify the factors that affect the purchase path to consumer, build up a utility model to forecast the purchase path. This model helps managers charged with allocating marketing dollars towards customer with greatest incremental profit and helps consumer reasoningly making decision. |
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| Keywords: | Sequentially ordered products Cross-selling Demand maturity Purchase path |
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