《消费者行为学》课程教学大纲 一、课程基本信息 课程代码：012032 课程名称：消费者行为学 课程类别：专业课 学 时：32 学 分：2 适用对象)市场营销、企业管理、广告策划、广告管理本科专业 考核方式：考试 先修课程：《市场营销学》、《管理学原理》 二、课程简介 消费者行为学是市场营销等专业的专业必修课程。现代营销观念的核心是以比竞 争者更加有效的产品、服务满足消费者的需要，因此，消费者行为成为企业营销决策 和制定营销策略的基础。本课程内容己经成为营销、管理及传播等专业学生的必备知 识和技能。本课程旨在研究消费者行为理论及其在企业营销活动中应用，主要介绍消 费者行为研究的意义、发展历史、理论渊源、研究方法：讨论消费者的购买决策过程： 论述个体和心理因素对消费者行为的影响，具体研究消费者的购买动机、知觉、学习、 态度、个性、自我概念和生活方式与消费行为的关系；研究环境因素对消费者行为的 影响，具体包括文化、社会阶层、社会群体、家庭、消费流行、情境等对消费行为的 影响。 Consumer Behavior is an obligatory course for the marketing majors.The core of modern marketing concept is to meet consumer demands with more efficient products and better services than your competitors.Therefore,it is the foundation of enterprise marketing decisions and marketing strategy establishment to understand consumer behavior and the law of its changes.The theory and analysis techniques discussed in this course have become necessary knowledge and skills for marketing.management and marketing communications majors.This course aims to research on the theory of consumer behavior and its application in enterprise marketing.It mainly introduces the significance of consumer behavior research,history of development,theoretical origins and research methods.It discusses consumers'shopping decision process and the influences on consumers of individuals and psychological factors.It researches in detail consumers" buying motives,perception,learning,attitudes,personalities and self-concepts,as well as 1 1 《消费者行为学》课程教学大纲 一、课程基本信息 课程代码：012032 课程名称：消费者行为学 课程类别：专业课 学 时：32 学 分：2 适用对象): 市场营销、企业管理、广告策划、广告管理本科专业 考核方式：考试 先修课程：《市场营销学》、《管理学原理》 二、课程简介 消费者行为学是市场营销等专业的专业必修课程。现代营销观念的核心是以比竞 争者更加有效的产品、服务满足消费者的需要，因此，消费者行为成为企业营销决策 和制定营销策略的基础。本课程内容已经成为营销、管理及传播等专业学生的必备知 识和技能。本课程旨在研究消费者行为理论及其在企业营销活动中应用，主要介绍消 费者行为研究的意义、发展历史、理论渊源、研究方法；讨论消费者的购买决策过程； 论述个体和心理因素对消费者行为的影响，具体研究消费者的购买动机、知觉、学习、 态度、个性、自我概念和生活方式与消费行为的关系；研究环境因素对消费者行为的 影响，具体包括文化、社会阶层、社会群体、家庭、消费流行、情境等对消费行为的 影响。 Consumer Behavior is an obligatory course for the marketing majors. The core of modern marketing concept is to meet consumer demands with more efficient products and better services than your competitors. Therefore, it is the foundation of enterprise marketing decisions and marketing strategy establishment to understand consumer behavior and the law of its changes. The theory and analysis techniques discussed in this course have become necessary knowledge and skills for marketing, management and marketing communications majors. This course aims to research on the theory of consumer behavior and its application in enterprise marketing. It mainly introduces the significance of consumer behavior research, history of development, theoretical origins and research methods. It discusses consumers’ shopping decision process and the influences on consumers of individuals and psychological factors. It researches in detail consumers’ buying motives, perception, learning, attitudes, personalities and self-concepts, as well as