内 容 摘 要在目前的营销讨论领域里，对促销策略和消费者态度这两者的讨论一直是热点，且具有重要的理论讨论意义和实践指导作用。近年来，有关促销策略对消费者态度的影响方面的学术讨论更是层出不穷。本文主要根据消费者态度的结构理论，认为态度是由情感成分、行为成分和认知成分组成，以我国市场上最常用的两类促销策略为对象，通过实证讨论发现他们对消费者态度的认知成分和行为成分的影响，并得出以下三个主要结论：一、价格类促销策略的主要作用在于增加销售量，即促使消费者比计划更早地完成购买，并购买更多数量的产品。二、非价格类促销的主要作用在于增进消费者对品牌的产品的了解程度，说服消费者使用产品或转换品牌。三、解决消费者对产品的质量质疑，非价格类促销策略更具有说服力。基于对以上结论的综合分析，本文针对性地提出了一些对策和建议。关键词：消费者态度、促销策略、认知、行为意向ABSTRACTIn the current field of marketing research， the research of marketing strategies and consumer’s attitude has an important Significance to both theoretical research and practical guidance. In recent years, the academic researches on the impact of promotion strategies on consumer’s attitude are endless. This paper was on the basis of the structure theory of consumer’s attitude, and considered that affective component, behavior component and cognitive component make up of consumer’s attitude. We chose two strategies that most commonly used to find their effects on behavior component and cognitive component through the empirical research. Here, we reached three major conclusions: First, the main function of price promotion is to increase sales, which prompted consumers to buy a larger number of products and completed an earlier purchase than planned. Second, non-price promotion is the primary role of marketing to promote consumer understanding of the brand's products better and persuading them to use the products or switch brands. Third, to solve the consumer...
