目录摘要及关键词................................................................I引言........................................................................11理论概述.................................................................11.1活动营销概述...........................................................11.2消费者心理学概述.......................................................12企业活动营销现状及问题...................................................12.1企业活动营销现状.......................................................12.2企业在活动营销中存在的问题.............................................22.2.1企业活动营销可变性不强................................................22.2.2企业活动营销持久性不强................................................23消费者种类以及心理分析...................................................43.1多样化消费者类别分析...................................................43.2各类消费者心理与行为分析...............................................53.2.1习惯类型..............................................................53.2.2理性类型..............................................................53.2.3经济类型..............................................................53.2.4冲动类型..............................................................53.2.5怀疑类型..............................................................53.2.6无定类型..............................................................53.3企业面对多样化消费者存在的问题与挑战...................................53.3.1企业面对多样化消费者存在的问题........................................53.3.2企业面对多样化消费者提出的挑战.........................................64消费心理学在活动营销中的应用分析.........................................64.1对活动营销中消费者心理的分析...........................................64.2针对多样化消费者的活动营销对策..........................................74.2.1猎奇心理营销对策......................................................74.2.2侥幸心理营销对策......................................................74.2.3其他心理营销对策......................................................75消费心理学在活动营销中的创新运用.........................................96结论.....................................................................9参考文献...................................................................10I论消费心理学在活动营销中的运用摘要：随着中国经济的快速发展，每一个企业都面临着不进即退的挑战。企业必须加快产业升级和转型,采取活动营销的方式，是企业获得更多市场占比的重要营销方式。目前我国仍然有许多企业在活动营销的竞争上存在问题，对消费者消费心理的研究依然不够充分。然而市场主动权的转变，使得企业不得不去迎合消费者的口味，深入的去了解消费者的消费心理。本文旨在了解消费心理在活动营销中的应用现状，消费者心理对企业的活动营销战略变化产生了怎么样的影响，以及对消费者心理与活动营销的关联研究，给出活动营销中相应问题的解决方法及对策，借鉴经验，提取精华并且创新，以供企业活动营销参考。关键词：消费心理学；活动营销；企业经济OntheapplicationofconsumerpsychologyinactivitymarketingAbstract:WiththerapiddevelopmentofChina'seconomy,everyenterpriseisfacedwiththechallengeofnotretreating.Enterprisesmustspeedupindustrialupgradingandtransformation,andadoptthewayofactivitymarketing,whichisanimportantmarketingwayforenterprisestoobtainmoremarketshare.Atpresent,therearestillmanyflawsintheplanning...
