机构地区: 清华大学经济管理学院
出 处: 《北京工商大学学报(社会科学版)》 2005年第3期80-84,共5页
摘 要: 购买导向反映了消费者不同的购买方式和心理状态,它对零售商店实现特色化经营具有十分重要的意义。购买导向受到消费者人口统计因素、零售商、媒体和周围人群的影响,这表明顾客购买导向是可以调整的,因此商店定位可以建立在已经存在的购买导向基础上,也可以建立在适度调整顾客购买导向的基础上。后者为商店定位提供了一种新的思路。 Shopping orientation reflects the different shopping patterns and psychology of consumers. It is of great significance for retail stores to effect characteristic operation. Shopping orientation is influenced by demographic factors of customers, retailers, media and people around, which indicates that consumers' shopping orientation can be adjusted. Therefore, store orientation can be based either on the already existing shopping orientation or on the proper adjustment of customers' shopping orientation, the latter providing a new way for store orientation.
领 域: [经济管理]