CAJ | 학술논문

消费者在消费决策时往往做出非理性决策,产生非理性的消费行为,了解并掌握消费者非理性消费决策的生成机制,不仅能合理解释个体的某些消费行为,而且能为企业制定营销策略提供指导.本文将利用行为经济学的理论与方法分析消费者的非理性消费行为,并针对这种行为提出相应的营销策略.
소비자재소비결책시왕왕주출비이성결책,산생비이성적소비행위,료해병장악소비자비이성소비결책적생성궤제,불부능합리해석개체적모사소비행위,이차능위기업제정영소책략제공지도.본문장이용행위경제학적이론여방법분석소비자적비이성소비행위,병침대저충행위제출상응적영소책략.
Consumers are often made of non-rational decision in the decision-making, resulting in the non-rational consumer behavior, to under-stand and grasp the irrational consumption of consumers in decision-making formation mechanism, not only reasonable explanation of some of the individual consumer behavior, but also for business development marketing strategy to provide guidance. This paper will make use of the theory and behavioral economics to analyze the non-rational consumption behavior of consumers and to make such acts against the corresponding marketing strategy.