基于市场营销学的中国消费者海外采购动机研究_英语论文

Motives of Chinese Consumers Purchasing Abroad Based on Marketing Theory

摘要

近年来，越来越多的中国人远赴国外采购物品，这一方面反映出改革开放三十年来我国国民经济高速稳定发展和中国人民经济收入迅速增加的现象，另一方面也暴露出我国产品质量和服务方面还存在某些瑕疵，同时，不容忽视的是一些发达国家在产品生产、营销和服务方面的竞争优势。为什么我们国家的商品不受国人喜爱呢？本文对具体的市场情况进行调查，运用了市场营销学有关需要、需求等理论知识，分析造成上述现象的诱因和动机，对比发达国家的产品优势，提出促进我国产品质量和服务提升的意见和建议，树立我国企业形象，提高中国消费者在国内的消费信心，壮大我国国民经济，走健康协调发展的经济之路。

关键词: 海外采购；市场营销学；动因分析；建议 

Abstract

In the recent years, more and more Chinese people prefer to purchase abroad. On one hand, it shows the rapid development of China’s national economy and the rapid increase of Chinese people's economic income; on the other hand, this phenomenon also exposes some deficiencies of the quality of Chinese products and services. At the same time, it shows the competitive edge of some developed counties in the production and marketing of their products and servicing. Why do products of our country lose the preference of Chinese people? This thesis analyzes the incentives and motivations of this phenomenon based on the current market situation and theoretical knowledge of Marketing. It also gives some suggestions to the Chinese enterprises to improve the quality of their products and services, thus to upgrade the corporate image, to increase the confidence of Chinese consumers purchasing at home, to strengthen domestic economy and to create a healthy and harmonious method to develop our economy.

Key Words:  purchasing abroad; marketing; motives; suggestions 

Contents

Introduction 1

1. The Concept and Connotation of Marketing Theory 2

1.1 The Core Concepts of Marketing 2

1.1.1 Products and Services 2

1.1.2 Value, Satisfaction and Quality 2

1.2 Pricing Strategy 3

1.2.1The Main Factors Influencing Price Decision 3

1.2.2 Pricing Method 3

1.3 Brand 3

1.3.1 The Meaning of Brand 3

1.3.2 The Role of Brand 4

1.4 Promotion Strategy 4

1.4.1 The Concept of Promotion 4

1.4.2 Promotion Methods 4

2. Analysis on Motives of Chinese Consumers Purchasing Abroad Based on Marketing Theory 5

2.1 Product 5

2.2 Quality 6

2.3 Price 7

2.4 Brand 8

2.5 Promotion 8

3. Suggestions for Chinese Enterprises 9

3.1 Innovation 9

3.2 Quality 10

3.3 Brand 11

3.4 Promotion Method 11

Conclusion 12

References 13