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1、中国人的消费心理,The Chinese consumer psychology,11/7/2019,Content,Face psychology,Group psychology,Bargain Mentality,Comparison psychology,Psychology of show off,Curious psychology,11/7/2019,Face psychology,Chinas consumers have very strong face complex,driven by the face psychology, Chinese consumption wi
2、ll surpass even far more than their ability to pay or buy. 中国的消费者有很强的面子情结，在面子心理的驱动下，中国人的消费会超过甚至大大超过自己的购买或者支付能力。 Marketers can take advantage of the consumersface psychology, to find market, obtain premium and achieve the sales. 营销人员可以利用消费者的这种面子心理，找到市场、获取溢价、达成销售。,In the terminal sales, shop assistant
3、s often through praise consumers vision are unique, and how to match the product and consumers , let consumers feel they have the honour, thus achieve the sales. 终端销售中，店员往往通过夸奖消费者的眼光独到，并且产品如何与消费者相配，让消费者感觉大有脸面，从而达成了销售。 MELATONIN use Chinese face psychology when they send gifts, found the market in th
4、e city even the countryside. 脑白金就是利用了国人在送礼时的面子心理，在城市甚至是广大农村找到了市场;,Face psychology,11/7/2019,Face psychology,In those years , TCL inlaid precious stones on the phone, obtained the position in high-end mobile phone market, so as to obtained high profits; 当年的TCL凭借在手机上镶嵌宝石，在高端手机市场获取了一席之地，从而获取了高利润。,11/7/
5、2019,11/7/2019,Group psychology,Group psychology refers to a phenomenon that individuals ideas and behaviors due to the groups guidance or pressure, and tend to be consistent with most people . On many purchase decisions, consumers will show conformity tendency. 从众心理指个人的观念与行为由于受群体的引导或压力，而趋向于与大多数人相一致
6、的现象。消费者在很多购买决策上，会表现出从众倾向。 In practical work , we can also take the initiative to take advantage of peoples herd mentality. 在实际工作中，我们还可以主动利用人们的从众心理.,11/7/2019,Group psychology,When shopping, people like to go to shops where have a lot of people. When choosing brands, they favor the high market share
7、of brand ; When choosing tourist spots, they prefer choose hot spots and tourism hot-line . 购物时喜欢到人多的商店;在品牌选择时,偏向那些市场占有率高的品牌;在选择旅游点时，偏向热点城市和热点线路。 In computer stores, shop assistants often said today they has already sold a lot of computers according to some kind of price and some configuration, so a
8、s to spur consumers to make marketing decisions as soon as possible. 电脑卖场中，店员往往通过说某种价位以及某种配置今天已经卖出了好多套，从而促使消费者尽快做出销售决策,11/7/2019,Group psychology,Now, in the supermarket, clerks deliberately leave some space when they display products , thus gives the impression of the products sell well. 现在超市中，业务员在
9、产品陈列时故意留有空位，从而给人以该产品畅销的印象。,11/7/2019,11/7/2019,Bargain Mentality,Chinese often speak “cheap and fine“ ,in fact, the real cheap and fine goods almost dont exist, just a psychological feeling. 中国人经常讲“物美价廉”，其实，真正的物美价廉几乎是不存在的，都是心理感觉的物美价廉。 Consumers not only want to take advantage of, also hope monopoliz
10、e. 消费者不仅想占便宜，还希望“独占”，这给商家有可乘之机,11/7/2019,Bargain Mentality,Ladies shopping in the clothing market, under the threat of customers dont bargain dont buy it, Businessmen often make “compromise“ : “Today my shop has just opened, to figure a geely, sell it to you according to the purchase price !“ 女士在服装市
11、场购物，在消费者不还价就不买的威胁之下，商家经常做出“妥协”:“今天刚开张，图个吉利，按进货价卖给你算了!” “This is the last one, sell it to you according to the clearance price !“ “这是最后一件，按清仓价卖给你!” “We are about to get off work, dont earn a penny to sell to you!“ “马上要下班了，一分钱不赚卖给你!”,11/7/2019,11/7/2019,Psychology of show off,Consumers psychology of s
12、how off, when buying goods, more performance for the products on consumers psychological ingredients far exceed the its useful ingredients. 消费者的炫耀心理，在购买商品上， 多表现为产品带给消费者的心理成分远远超过实用的成分。 This psychology, in the case of China is not rich, created the high-end market. At the same time, Chinese use this k
13、ind of psychology, in the case of domestic enterprises general lack of core technology, can help to obtain market, this point is especially apparent in the fashion goods. 正是这种心理，在中国目前并不富裕的情况下，创造了高端市场，同时利用炫耀心理，在国内企业普遍缺乏核心技术的情况下，有助于获取市场，这一点在时尚商品上表现得尤为明显.,11/7/2019,Comparison psychology,Consumers compa
14、rison psychology is a customer behavior based on the consumers of their own class, identity and status to choose the same class people as reference. 消费者的攀比心理是基于消费者对自己所处的阶层、身份以及地位的认同，从而选择所在的阶层人群为参照而表现出来的消费行为。 Compared with psychology of show off, the comparison psychology of consumers cares more abou
15、t “own “ - you have so have I. 相比炫耀心理，消费者的攀比心理更在乎“拥有”你有我也有。,11/7/2019,Comparison psychology,Psychology of show off,Women love handbags, some very wealthy ladies in order to show off their strong ability to pay, often spend thousands or even tens of thousands to buy the world famous brand handbag. 女士
16、都钟爱手袋，一些非常有钱的女士为了炫耀其极强的支付能力，往往会买价值几千甚至上万的世界名牌手袋。,When buying computers, many students out of the psychology that some students have computers，also calls for their parents to buy computer for them. 在购买计算机的时候，许多学生出于同学们都有的心理，也要求父母为自己购买计算机。,11/7/2019,11/7/2019,Curious psychology,A American company printed a variety of interesting puzzles on the biscuits lid , only eat up biscuits then can find the answer in the bottom of the tank, products are very popular. 美国的一家公司在所生产的饼干的罐盖上印
