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The Utilization and Exploitation of Consumption Knowledge Gap

Author: ChenChao
Tutor: HuangYePing
School: Jilin University
Course: Communication
Keywords: Consumer Education Knowledge gaps Marketing
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 29
Quote: 0
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Abstract


Research for consumer education began in the 1930s, and then establish consumer education institutions and research institutes in order to safeguard the interests of consumers, to help consumers rational consumption. The founder of the main educational institutions of government, social organizations and non-governmental organizations. With the continuous progress of the productive forces, science and technology development, consumer needs and knowledge of literacy also continued to increase. Consumer education body is not limited to social organizations, enterprises and producers also began using their own product information and consumer knowledge, guidance and education of the target consumers and potential consumers. Since the ultimate goal of this education is to promote product sales and establish a corporate image, so the addition Limin sexual, but also has a commercial, we called this purpose, plan educational activities consumer education marketing. Consumer education marketing is the product of the continuous development of the consumer society. We all know that the two main economic and social enterprises and consumers, business to consumer education activities only satisfy consumers desired product for fast, accurate search needs, but also to meet the enterprise aside competitors, cleared communication barriers, needs to establish a stable and loyal customer base. Consumer education is a communication bridge between businesses and consumers, enrich and improve modern marketing activities, but also consumers and businesses the only way to achieve a win-win. This article from the causes of consumer education, analyzes consumer education enterprise applications to the marketing activities and play its unique role. Different social division of labor, resulting in information between the industry increasingly high degree of specialization, knowledge interoperability between different industries restrictions, coupled with the enterprise as producers and sellers, inevitably their products The level of understanding is higher than consumers based on the premise, which provides for the generation of buyers and sellers of information asymmetry. Asymmetric information, the information is limited consumer knowledge, consumer spending is not comprehensive knowledge gaps, this gap known as consumer knowledge gaps. People's knowledge gap is an objective reality, but at the same time, this gap is to be filled. Enterprise from an emphasis on a certain amount of knowledge, so that people perceived consumer knowledge gaps, to the throw the problem caused by the curiosity of consumers, and to produce a thirst for knowledge, and then to use their products with a targeted information to fill knowledge gaps, this to consumers' curiosity and thirst for knowledge, FastLane and generate purchase intent, that is, the process of consumer education marketing gap theory. The overall quality of China's consumers is still in the low level of consumer education is not getting enough attention. It is so that the often appears consumers blindly buy irrational purchase or cheating and other illegal businesses. Our current marketing order confusion, counterfeit products flooding which also led to inadequate consumer education. Consumer education marketing should be more widely appreciated, business leaders should be aware of consumer education marketing can not only create a good market environment for the enterprises themselves, provide more profits, and consumer education to its unique advantage of becoming a mainstream marketing of the future market.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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