Chapter 7 Chapter 5 Find out the principles of consumer purchasing behavior

Consumers go through five stages in every purchase journey.But for some routine buying situations, consumers often skip or reverse certain stages.Women purchasing a particular brand of toothpaste may move from identifying a need directly to a purchasing decision, skipping the information gathering and program evaluation stages.However, we will use the five-stage model because it describes the entire thought process of consumers when faced with new products and complex purchasing situations. In general, the consumer purchase decision-making process is composed of five stages: generating needs, collecting information, evaluating options, deciding to purchase, and post-purchase behavior.Clearly, the buying process often begins before the purchase and continues long after the purchase.For marketers, the purchase decision is the key to purchase behavior, but the first three stages can affect the purchase decision stage, that is, the stages of the entire purchase decision process are interlocking. Therefore, marketers need to pay attention to The entire buying process, not just the buying decision.

In the qualitative survey, we found that there are generally four sources for consumers to obtain information: friend recommendation, online word of mouth, advertisement and mass media publicity, and salesman's explanation.Internet word-of-mouth occupies an important position in the decision-making process of most consumers.For most consumers, the sources of information they refer to are firstly the recommendations of friends, and secondly, online inquiries about consumer reviews of brands or products, while advertisements and mass media promotion mainly increase brand awareness and popularize products. Knowledge, the salesperson's explanation is the least important, and consumers have already made their own purchase decisions at this time.

According to Philip Kotler, the father of modern marketing, the five-stage theory of consumer purchase decision-making, combined with our qualitative research results, we divide consumer purchase decision into six links: arousing demand, knowing the brand, forming a preliminary plan, Evaluate initial proposals, confirm purchase proposals, and post-purchase behavior. So how does IWOM affect every link in the purchase decision-making process?Through investigation and statistics, we can see that online word of mouth has the most significant impact on consumers' awareness of brands and confirmation of purchase plans. 56.3% of respondents learned about brand information through online word of mouth, and 58.7% of respondents referred to online word of mouth A purchasing decision is made.Interestingly, after purchase, consumers are still interested in IWOM. 47.5% of the respondents will still check IWOM online after purchase. In the qualitative research, we found that in the post-purchase stage, consumers mainly use Using the Internet to share and exchange user experience, if brands can interact with consumers in a timely manner, guide them to share their post-purchase experience and express new derivative needs, it will bring a lot of benefits to the company's new product development and brand marketing communication.

Through the case, we can see that Internet word-of-mouth is an important factor that can affect the whole process of consumers' purchasing decisions.In fact, there are many factors that can affect consumers' purchase decisions, all of which affect decision-making by acting on the five stages, and for different consumers, the influencing factors are also different. The buying process begins when a consumer realizes that there is a need for a product, which can be triggered by internal factors such as hunger and thirst, or by some external factors, such as suggestions from others, being attracted by a certain feature of the product Wait.After the purchase demand is aroused, most consumers will look for some relevant information about the product or service. At this time, factors such as word-of-mouth from relatives and friends and advertisements become the source of information.On the basis of obtaining sufficient information, consumers will systematically compare and evaluate those candidate products, services or solutions. At this time, the functional attributes, quality, brand and other factors of the product or service play a key role, and then the purchase is made. Behavior.

It should be pointed out that after consumers make a purchase decision, they will not necessarily be able to make purchases. For example, some unexpected mutations and the attitudes of others who can influence their decision-making can affect their purchases. the realization of the behavior.After the purchase behavior, the after-sales service of the product or service, user experience and other factors will affect the consumer's next purchase decision. If there is a negative situation, it may even lead to adverse consequences such as returns or complaints. There are five steps in the buyer's decision-making process: needs identification, information search, choice evaluation, purchase decision and purchase behavior.Clearly, the buying process begins long before the actual purchase is made, and continues afterward.Marketers should focus on the entire buying process, not just the buying decision itself.

Consumer purchase decision actually refers to the process in which consumers subjectively evaluate the attributes of a product, brand or service, and make choices and purchases to meet their specific needs.In order to meet a certain demand, under the control of a certain purchase motivation, consumers will go through analysis, evaluation, selection, and then implement the best purchase plan they think, and conduct post-purchase evaluation activities.This is a systematic decision-making process. Different factors such as the type and price of the goods consumers want to buy, personal material and mental conditions, and economic conditions will make the consumer's purchasing decision-making process different. Sometimes it may be relatively simple, and sometimes it may be difficult. will be more complicated.But in general, the consumer's purchase decision-making process is composed of five stages: arousing needs, collecting information, evaluating options, deciding to purchase and post-purchase behavior.

In these five stages, the occurrence of activities in each stage will affect the final purchase decision of consumers. Therefore, marketers should be able to grasp consumer behavior in each stage and figure out which factors are at work. Only in this way can an effective marketing plan be formulated for the target market. The Internet has a significant impact on consumer purchasing decisions.The Internet has an increasingly important influence on consumers' purchasing decisions, which is no less than word-of-mouth among friends, especially when consumers purchase some large-scale products that require complex decisions, or require some For key information comparison products, such as mobile phones, cars, cosmetics, etc., the Internet can not only stimulate consumer demand, but also has more influence than traditional media in the stages of consumer information collection, product comparison, and post-purchase evaluation.

Consumers increasingly hope to solve more consumption problems through the Internet.In a large-scale netizen interaction and participation activity jointly launched by Sina and the new generation market monitoring organization "2009 Showing Life", it can be found that more and more consumers make friends, find information, help with work, etc. through the Internet. They are highly motivated to share their own consumption experience, and are also very interested in other people’s consumption experience and stories. The Internet has become a platform for aggregation of consumption experience.At the same time, cyberspace has formed its own fashion and fashion trends.A large-scale netizen interaction and participation activity jointly launched by Sina and the new generation market monitoring organization "2009 Sun Life" found 10 social life and cultural consumption styles of netizens, and these 10 styles are: nostalgic fashion, cool fashion, technological fashion, entertainment Fashion, animation fashion, new frugal fashion, dress fashion, simple fashion and taste fashion, these popular factors fully demonstrate that the Internet has its own symbol system and language system, so enterprises must be able to grasp the hot spots of netizens in the Internet space. Find the key points of marketing in culture.

It can be seen that the emergence of the Internet not only provides consumers with a convenient consumption platform, but also deeply affects consumers' purchase decision-making process.With the development of science and technology, it is no longer just those traditional factors that can affect consumers' purchasing decisions. This requires companies not only to pay attention to traditional influencing factors, but also to be able to analyze the impact of things closely related to technology. . Of course, in contemporary society, the factors that influence consumers' purchase decisions are becoming more and more complex.Individual factors such as personal character, temperament, interest, living habits and income level of consumers; various external stimuli such as the spatial environment, social and cultural environment and economic environment in which consumers live, such as product attributes, prices, and corporate reputation and service levels, as well as promotional forms, etc.There are complex interactions among these factors, and they will have uncertain effects on the content, methods and results of consumers' decision-making.

Obviously, various factors affecting decision-making cannot always be static, but will continue to change with changes in time, place, and environment.Therefore, not only may different consumers have different purchasing decisions for the same commodity, but for the same consumer, their consumption decisions still have obvious situational characteristics, and the specific decision-making methods will vary according to different situations. Cultural factors play the most extensive and profound influence on consumer behavior.Marketers need to understand the role of consumer culture, subculture and social class.Culture refers to the basic values, understandings, desires and behaviors learned from family and other important organizations as a member of society; Different groups; social class refers to a relatively stable and orderly classification of a society in which each member has similar values, interests, and behaviors.

The sum of material wealth and spiritual wealth created by human beings is called culture, which also includes the values ​​and various behaviors acceptable to the whole society, which are learned, taught and evolved by human beings from generation to generation.Culture permeates our daily lives and thus has a wide-ranging impact on our purchasing behavior.Culture determines our food, clothing, housing, and transportation. For example, due to cultural differences, there are great differences in food, clothing, architecture, and travel around the world. Don’t take countries as examples, but compare Sichuan cuisine and Cantonese cuisine. Good example. Culture influences how we buy and use products, and how we get satisfaction from them.For example, the cowboy culture in the western United States is strong, so tall and mighty off-road vehicles like the Hummer are very popular; Chinese people are influenced by Confucianism, and their behavior is low-key. So the market is much smaller in comparison.It is also the many impacts of culture on our lives that affect product development, promotion, distribution and pricing. Freud believes that the motivation of human behavior comes from psychological energy, which in turn comes from innate drives and instincts.Once activated, these energies can be expressed in a variety of different forms.Sociality is one of the essential signs that distinguish humans from animals. People living in a certain environment are bound to be affected by their living environment, and this influence is often carried out in a subtle way. In the movie "The Destroyer" starring Schwarzenegger, at the end of the film, he used a mobile phone to notify his boss to go to the pier where criminals smuggled guns to clear his grievances.After the call, he didn't turn off the phone, but casually discarded the phone on a pile of waste. At this time, the camera was pushed to the exquisite and small phone, and the clear voice of the boss came from the phone... This phone is Ericsson's old phone. The latest product to be launched - the 768.Later, as the box office of "Destroyer" soared, Ericsson's mobile phone sales naturally achieved extraordinary results.It can be seen that, as a commercial mass media, movies and TV dramas have increasingly intensified the degree of infiltration of advertising elements.One reason is the commercial needs of the film itself, and the other is that real life is the real source of film creation, and it is a true and artistic reproduction of real life culture.Moreover, film and television stars are the most representative figures in life and are imitated by the audience, thus finding the reason for advertisers to put in. This kind of film and television culture is a disguised reflection of print advertisements and TV advertisements, which is highly commercial and can achieve good commercial benefits.However, the effect is short-lived, and it is suitable for the promotion of fashion products and luxury goods. Ericsson uses the influence of film and television culture to increase the sales of its products, which can be described as a typical example of using culture for marketing.We benefit from promoting our products by catering to some cultures, but when we ignore the influence of culture, it often becomes our stumbling block in turn.For example, when marketing products in other countries, marketers often see a strong impact of different cultures on the purchase and usage behavior of the same product. Different attitudes, values ​​and needs require companies to use different marketing methods and different marketing mixes.Everyone grows up in a specific cultural atmosphere. The culture of the country, region, and family where he or she lives will deeply affect his/her values, world outlook, and behavior. For enterprises, more refined subcultures have a greater impact on consumer decision-making than mainstream culture, and marketers often design products and marketing programs specifically for the needs of these market segments.The same goes for social classes. Different social classes have different values, which determine different needs.It can be seen that culture, subculture and social class are all important basis for enterprises to segment the market, and they are also the key to their marketing strategies. Consumer behavior is influenced by social factors, for example, the small group to which the consumer belongs, the family, and his social role and status.A person's behavior is influenced by many small groups, and family members also have a strong influence on buyer behavior.In addition, a person belongs to many groups—family, club, organization, and his position in each group depends on his role and status, and people usually choose products that represent their identity. Consumers' purchasing behavior is always influenced by many social factors.Social factors include the group to which the consumer belongs, family, and social roles and status.Everyone occupies a certain position in a certain organization, agency and group, and each position is the various roles it plays.For example, a man not only plays the role of father and husband, but also may be the general manager of the company, a member of a certain mountaineering association, and so on.Personal roles not only affect general behavior, but also affect purchasing behavior, and the consumption needs of multiple roles may be inconsistent.For example, as a father, it will trigger many of your consumption needs that are conducive to the growth of your son; as a husband, it will also arouse some of your consumption needs that come from caring for your wife; Some consumer needs of interest. Of course, these social factors sometimes have different effects on your purchase behavior.For example, if you are planning to buy a car, your wife may suggest that you buy a Buick because it is better value for money; while your son may want you to buy a Volkswagen Beetle, he likes the shape; Buy an imported BMW, because the brand is more well-known.It can be seen that an individual's purchasing behavior is always partially influenced by other people's opinions. As a special group in society, the consumption of contemporary college students is not only an important part of the national economy, but also has its own independent consumption awareness and consumption characteristics, which in turn affects and affects the consumption trend of a generation of young people.Under the influence of consumption concepts, lifestyles and fashions in modern society, their consumption psychology and consumption behavior interact with each other, forming a unique group consumption psychology characteristics. Today's college students live in a "no wall" campus and are in contact with the society in an all-round way. Some unhealthy and incorrect values ​​such as comparisons and extravagance in the society have eroded the thoughts of college students and brought deep pain to college students. impression.Since the reform and opening up, all kinds of information from abroad have been continuously imported into our country. People have heard and seen all kinds of high-end consumption and modern lifestyles in developed countries through various media. At the same time, Western values ​​including consumption awareness and consumption concepts have also It is constantly impacting the traditional living standards of the Chinese nation of thrift.Objectively speaking, this has played a role in fueling the formation of college students' pursuit of high consumption and advanced consumption.Many students regard diligence and thrift as shabby, waste as generosity, and luxury as elegance. Hardship and simplicity are no longer considered virtues, but the pursuit of fashion and advanced consumption have become the consumption fashion pursued by college students.Unhealthy thoughts such as hedonism and money worship in society have had a negative impact on college students whose outlook on life and values ​​are immature, making them biased towards money and pursuing enjoyment in terms of values. Through the above case analysis, it can be seen that social factors can cause consumer moral problems, which is also a reflection of its influence on the purchasing behavior of social groups.Of course, everything has two sides, and good social factors can also guide more rational consumption behavior.From the perspective of an enterprise, if social factors affect the consumption behavior of groups in its target market, then its marketing strategy must also be adjusted accordingly, otherwise it will be eliminated by the market. In addition, each group has its "opinion leader," that is, someone with particular skills, knowledge, personality, or other characteristics that can significantly influence the behavior of others.If the company's products and brands are largely influenced by groups, they must understand the "opinion leaders" in the relevant groups. Marketers should find out the "opinion leaders" for all products in order to formulate correct marketing strategies.In addition, among many groups, the family is the most important consumer purchasing organization in society, and family members often directly determine consumers' purchasing behavior, so paying attention to the feelings of family members is very important for the analysis of family consumption purchasing decisions.In short, the comprehensive status of consumers in various groups constitutes their social status, and status is also one of the important factors that determine purchasing behavior. Buyer decisions are also influenced by personal characteristics, such as the buyer's age and stage of life, occupation, economic situation, lifestyle, personality, and self-concept. Personal factors can also be divided into two categories: stable factors and random factors.Stability factors can not only affect the outcome of people's decisions, but also the speed of people's decision-making process.Stable factors mainly refer to certain characteristics of individuals, such as age, gender, ethnicity, income, family, occupation, etc.At a particular stage of the decision-making process, purchasing behavior is also partly determined by stabilizing factors.For example, generally speaking, the consumption of beef and mutton by the Hui population is higher than that of ordinary Han people, which is determined by ethnic factors; the demand for luxury goods by high-income groups is much higher than that of low- and middle-income groups, which is determined by income Factors, that is, determined by the economic situation; football players will inevitably be injured frequently, and their demand for pain relief drugs for bruises is obviously higher than that of non-athlete occupations, which is determined by occupational factors. Random factors refer to the specific occasions in which consumers make purchase decisions.Consumers sometimes make purchasing decisions under previously unanticipated circumstances.For example, if an old friend comes to visit at all costs, you will have a consumption demand to entertain the other party or even arrange hotel accommodation. This is a demand that you would not have in normal circumstances, because of the occurrence of a specific event. generated by acting on your personal factors.At the same time, random factors will also affect the speed of the decision-making process.Whether it is a personal stable factor or a random factor, it will have a significant impact on the consumer decision-making process. 37-year-old American Ben Duplo has just bought a new gray Nissan Versa. What made him decide to replace his old Mercury Sable sedan is that the Versa is not only fuel efficient but also has a lot of space.Before deciding to buy Versa, he hesitated between Honda Fit, Toyota Yaris and Nissan Versa, and he finally chose Versa.In his opinion, Versa has the largest internal space, and this advantage deeply moved Duplo, who is 1.8 meters tall and weighs 190 catties. "I wasn't sure my size would fit in a small car," he said. "But the Versa is roomy, more comfortable to drive than the Sable, and more fuel-efficient. It's a nice little car." Many American consumers who have the same idea as Duplo have driven the growth of the small car market in the United States.An authoritative forecast shows that the sales volume of small cars in the US will reach 2.5 million in 2006, accounting for about 15% of the overall market share of the US auto market, a year-on-year increase of 1.5%.Model sales in the U.S. SUV market are expected to be 2.3 million units this year, giving it a 14 percent market share. In 2002, the sales volume of SUVs was 2.8 million, with a market share of 18%. In response to the problem of low profits for small cars, some analysts pointed out that they can enter the market through "personalized small cars". These cars have unique driving characteristics, and can be freely customized from the color of the roof to the size of the tires.Consumers are willing to pay more for personalized cars. Mini is a good example, highlighting personalization, automakers can expand their influence and gain profits. The quiet change of Americans' car consumption concept has brought market opportunities for small cars. In fact, this is caused by changes in personal factors.It can be seen that changes in the personal factors of consumers will cause great changes in the market.Many of the personal factors are relatively stable and not easy to change, but we can cater to them, so that personal factors can promote consumers' purchase behavior of enterprise products.Of course, personal factors cannot be changed or guided. For example, lifestyles will be affected by technological development and other factors. Before the invention of television, people would always go out to party and dance to pass the time at night. After the TV, I almost stared at the TV at night, and after the Internet and computers appeared, I changed to surfing the Internet. Of course, other personal factors will also have an impact on personal consumption behavior. For example, even with the advent of computers, some elderly people did not join their consumer groups, but still watched their TVs and listened to their radios. This is age. factors.Similarly, various personal factors can also be used as the basis for companies to divide the market, especially those personal factors that are more relevant to their products. A person's purchase choice is further influenced by four major psychological factors: motivation, perception, learning, and perception and attitude. Consumers' purchasing behavior will be dominated by psychological factors such as their motivation, feeling, management and attitude, and with the development of the economy, psychological factors will play an increasingly important role in purchasing behavior.Different people use different methods to see the same thing at the same time, and the conclusions are different. Similarly, the same person sees the same thing in different ways at different times, and the conclusions are naturally different. This is the function of feeling.People obtain information input through sensory organs, and then identify, analyze and select it through the brain. Such a complex process is sensation.Motivation is an internal force that motivates a person to move towards a certain goal.In the consumer market, a buyer will be affected by multiple motivations at any time, and some motivations at a certain point in time are stronger than others, and then play games with each other, but this strong motivation may be at different points in time. changes happened. Changes in personal behavior due to information and experience are experiences, but changes in personal behavior caused by changes in some physiological conditions are not included in the scope of experience, for example, behaviors caused by hunger, fatigue, changes in body growth, aging, and retirement Variety.Consumers can learn about products through direct experience, so many marketers try to provide consumers with direct experience before buying products, so as to make consumers' attitudes towards products conducive to selling products.Another psychological factor, attitude, is made up of knowledge and positive and negative feelings about goals.Personal attitudes are basically stable and will not change from moment to moment.Likewise, individual attitudes have different effects at any one time.Consumer attitudes toward a company and its products are critical to the success or failure of a company's marketing strategy. The world's largest department store, Macy's, has been prosperous for more than a century. Its key to success is: change with the changes in customers' psychology and habits, and match what they like. After the 1960s, Macy's market researchers found that their biggest customers were middle-income people, especially housewives of this type of family.What are the characteristics of this type of person?They have received higher education and know more about the modern family and the fashion world; they have more comprehensive values; they are very busy, so they don't want to spend a lot of time shopping; They are always unwilling to spend cash, but hope that they can take away the goods they need just by swiping their credit cards, and then pay at the end of the month; they have higher requirements for service attitudes. It was delivered on time, or it took half an hour to order on the phone, or I couldn't find what I needed on the shelf, or I couldn't find the waiter... Then, next time they will not be customers of the company again, and they will send what they want. I told all my friends about the grievances and hardships I suffered, and everyone knew about it, and everyone knew about it.In response to this feature, Macy's has formulated a series of effective service measures: all outlets of the store are located in conspicuous and convenient places, and there is a spacious parking lot.Macy's even designed a store with a new structure. Customers can drive to the parking lot next to the floor when they want to buy something. When some customers shop, they take pleasure in choosing and don't want others to disturb them. Macy's guarantees that they can choose as much as they like.Some valuable commodities, such as gems, furs, cameras, televisions, etc., customers need to ask and answer.In this case, service attitude has become the key to the success or failure of the business, and Macy's requires its employees to play their respective roles. Macy's has fully grasped the psychology of consumers, implemented appropriate marketing strategies, and achieved great success.Usually, a consumer's purchase motivation comes from his experience. After having a purchase motivation, whether to put it into action depends on how the consumer feels, and then forms his attitude to determine the occurrence of purchase behavior.Each decision-making process of the consumer constitutes his experience, thus repeatedly circulating the influence of these psychological factors on purchasing behavior.It can be seen that enterprises should take the initiative to explore and understand the psychology of customers, so that their marketing strategies can adapt to changes in customer psychology and achieve the goal of always satisfying customers. It is also the influence of psychological factors that makes the decision-making process of consumers have the characteristics of complexity, situation and individuality, and also makes the purchasing behavior of consumers more easily guided by enterprises.Only by grasping the psychology of the consumer groups in the target market can we take the initiative in the marketing strategy. When necessary, we must even adopt means of pulling the psychology of consumers to achieve our own marketing strategic goals. Most large companies sell to other organizations in one way or another.Commercial purchaser activities are all organizations that purchase goods or services to produce goods or services for sale, lease or supply to other purchasers.It also includes retail and wholesale businesses that buy goods for resale or rental profit. The occurrence of commercial buyers' behavior creates a commercial market. Therefore, before analyzing the decision-making process of commercial buyers' behavior, it is necessary for us to analyze the platform where the decision takes place—the commercial market.The commercial market and the consumer market are relative concepts. The buyers in the consumer market are the final demand side, while the purchase behavior of the buyers in the commercial market is mostly to produce or process other commodities to satisfy another commercial market. or consumer market purposes.The buyers in the consumer market are the general public, and the buyers in the commercial market are mostly commercial organizations. Therefore, generally speaking, the commercial market involves far more values ​​and products than the consumer market. Of course, as a market, the two must have some similarities, for example, there are both buyers and sellers, and there is a process for buyers to make decisions.According to the definitions of the two, there are some obvious differences in market structure and demand, and the nature of purchase units. For example, the commercial market has far fewer customers than the consumer market, but the transaction value of the commercial market is much higher than that of the consumer market Consumer market; the consumer market is a platform for businesses and ordinary individuals to trade, while the commercial market is a trading platform for purchasing or leasing between business organizations.In addition, there is another important difference between the two markets, that is, the difference between the purchase decision process of consumers and the decision process of business buyers.Commercial buyers often face more complex purchasing decisions than buyers of consumer goods. A provincial tobacco company and a provincial tobacco monopoly bureau are affiliated to the China National Tobacco Corporation and the State Tobacco Monopoly Administration.The marketing management information system is established by a provincial tobacco company, led by the sales office of the provincial company, and implemented with the cooperation of the provincial company information center, serving tobacco companies at all levels, especially the management and decision-making of the provincial tobacco company, and marketing management for the commercial links of the whole province information system. Its suppliers are divided into tobacco factories, transfer stations, tobacco companies, etc. inside and outside the province.A company can purchase cigarettes from tobacco factories and transfer stations inside and outside the province, and at the same time, it can also purchase from tobacco companies outside the province.Due to factors such as regional policies, the tobacco company has a big difference between the two procurement processes inside and outside the province, but they all conform to its basic procurement process.Supplier management collects and organizes information about the current market, understands information about suppliers in the market, such as size, strength, market share, product variety, price (purchase price and sales price), payment terms, supply capacity, etc., and selects Candidate suppliers for further contact.If the supplier has realized online information release or e-commerce, the salesperson logs in to the supplier's homepage according to the address of the supplier's homepage stored in the system to learn about its latest information.Inquiry and transaction After a candidate supplier is available, the salesperson enters the necessary information, such as purchase quantity, variety, batch, etc., and the system automatically generates an inquiry form.After the procurement plan management processes the inquiry result, it can be automatically generated by the system or entered manually to generate a procurement plan.Followed by a series of complicated procurement management process. It can be seen from the case that the purchase decision-making process in the commercial market is far more complicated than that in the consumer market.In the commercial market, the buyer's purchase decision is related to the interests of an organization, and its quantity and value are incomparable with a single transaction in the consumer market.Commercial market transactions also involve some complex technologies such as information management systems, and even the interaction of internal personnel on purchasing decisions. Therefore, compared with the decision-making process of consumer goods buyers, the decision-making process of commercial buyers is a huge project. , takes more time and resources to decide. Commercial purchases usually require detailed product descriptions, detailed supplier analysis reports, written purchase orders and contracts, etc., and its process activities also include research on suppliers, negotiations with suppliers, etc. It can be seen that its purchase The process is relatively formalized.In addition, in the commercial market, buyers and sellers are usually more dependent on each other, because each transaction is very important to both parties, no matter in terms of quantity or strategic nature, and a long-term cooperative relationship will also save costs and benefits for both parties. energy.Therefore, commercial marketers should pay more attention to long-term cooperation interests, and must meet customer needs and take care of all aspects of their decision-making process. Business buyers are subject to many influences when making purchasing decisions.Some marketers believe that the main influence is economic. They believe that buyers will prefer the supplier who can provide the lowest price, the highest quality product or the most complete service.However, business buyers actually respond to both economic and personal factors.Far from being cold, calculating and impersonal, business buyers are equally human and social. Different from the influencing factors of consumer goods buyers' purchasing behavior, the influencing factors of commercial buyers' purchasing behavior mainly include environmental factors, organizational factors, interpersonal factors and personal factors, among which environmental factors play a major role.For example, the social and economic environment has a great influence on the purchasing behavior of enterprises: when the economic environment is bad, enterprises will tend to purchase relatively cheap raw materials, or reduce purchases to reduce production scale; on the contrary, when the economic environment is strong, they will Will expand the scale of procurement, and even purchase advanced raw materials to improve product quality. Commercial buyers have their own organizations, so their buying behavior will inevitably be affected by organizational factors.Its purchasing behavior needs to be subject to the organization's goals, policies, procedures, etc., and these information must be mastered by commercial marketers.In addition, the enterprise organization is also one of the components of the society. Since it is in the society, there will inevitably be interpersonal relationships, and this interpersonal relationship will also affect the purchasing behavior of commercial buyers.Of course, interpersonal relationship is also the most hidden factor, and it is difficult for marketers to accurately grasp it. What is gratifying is that companies can create such factors to benefit their own marketing.最后是人的因素，企业组织都是由人组成，其主要决策者也是人这个个体，因此就很容易理解人的因素的影响。 作为统一联合公司的副总裁，哈里·E·斯里克斯麦尔被派到欧洲去开拓市场。在伦敦，为了快速而有效率，他与当地的一些银行家进行了简洁的电话会谈；随后赶到巴黎，与未来的潜在客户——某工业工程公司的总裁一起午餐会谈，他以一种轻松的方式来对待，并这样招呼着这位客人“雅克，叫我哈里好了”；在德国，斯里克斯麦尔先生快速地做了一个长篇演讲，并赋予图表、视听材料等，来彰显自己的营销水平，完后就立即乘上开往米兰的飞机，并开始与邻座的日本商人交谈，并大方地将自己的名片扔在对方的托盘上，告别时，热情地与对方握手并抓住对方右臂；到了意大利后，他穿着舒适的条纹灯芯绒运动外套、卡其裤子和帆布鞋，与一位意大利包装设计公司人员会面。 六个月过去了，公司除了收到一堆账单外，这次旅行未获任何结果。可怜的哈里确实尽力了，不过都是错误的方式。与美国人不同，英国人不习惯通过电话做生意；一位真正的法国人，是不喜欢太快的接近，当然也不喜欢被陌生人直呼其名；德国人不喜欢夸张和卖弄，当然就不能肯定哈里眼花缭乱的发言；同样，当哈里抓住日本人胳膊时，会被对方认为狂妄自大，日本与许多亚洲国家一样，属于“无触碰文化”；当然，最后的一个失误就是哈里对意大利人是逗趣和放松的印象，其实这只是电影里的罢了，米兰和罗马商人穿着漂亮并崇尚创造，但他们对别人俗丽或不得体的装扮会很吃惊。 通过上面这个有些夸张的例子可发现，商业购买行为往往会受到许多因素甚至是细节的影响。所谓知己知彼，商业市场的营销人员同样也需要系统地了解这些因素的影响，要能在一定的情景中掌握这些因素的影响途径及方式，甚至能对其影响程度做出预测。当然，最重要的还是要能运用这些因素条件，来为自己的商业营销战略目标服务。 环境因素包含了经济发展、技术变化、政治法规发展、行业竞争情况以及文化风俗等方面，这些都会直接或间接地影响到商业购买行为；组织因素则主要包括组织目标、政策、程序以及结构等，这些都形成了商业购买行为的制约框架；隐蔽的人际关系因素，通常通过某人的权威、地位以及其他成员的同感等来施加影响；个人因素则与消费者购买行为影响因素中的类似，只是此处指的是所有决策参与者的个人因素，通过综合作用来产生影响。 在过去的几年中，信息技术的进步已经改变了企业对企业营销过程的面貌。商业购买者越来越多地利用电子方式购买各种各样的产品和服务——既通过电子数据交换链接又利用互联网。 互联网的出现使得我们的生活产生了飞速的变化，对于商业市场，互联网同样也带来了巨大的推动力。通过互联网，购买者能够接触到新的供应商、降低采购成本并加速订购货物的处理和运送；同样，商业营销人员也可充分地利用互联网，与顾客进行网上交流，从而分享信息，形成信息对称，最终达到出售产品与服务的目的，当然，还可通过互联网来提供更及时的售后服务，以及培养发展顾客关系。 显然，对于商业市场上的参与者来说，互联网在削减成本，简化采购程序以提高效率，促进信息共享与对称，以及减少订购与货物运送时间方面有着无与伦比的优势，但是，在带来这些好处的同时，也带来了一些问题与障碍。例如，电子采购对于许多文书人员及订购处理者是一种威胁，会削减市场对他们的需求。当然，对于商业市场参与者来说，其最担心的还是互联网的安全问题。这也是当前互联网发展的最大障碍，但随着信息安全技术的发展，互联网对商业市场的影响会越来越广泛。 周晓丽是一拖国际经济贸易有限公司（简称一拖国贸）的采购人员，主要负责业务部门的采购及入库管理工作。一拖国贸是一拖集团唯一的对外窗口，全面负责一拖集团的国际业务。作为一拖国贸的采购员，周晓丽每天要负责采购成千上万的货物和管理这些货物的入库和出货，每批货物的进出都需要用电子文档进行登记和管理，手续申报比较繁杂，稍不注意就可能出现数据遗失与漏报。有一次她在网上看到了一篇关于SaaS的文章，介绍了SaaS厂商金蝶友商网在线管理服务，文章介绍这种服务不但可以随时随地管理采购与入库的各个环节，而且还能够远程协同，不管在地球的任何地方都可以协同办公。这种发现让她感到眼前一亮，于是决定自己先试试。 通过试用，她发现这种基于互联网应用的在线管理服务，各方面的功能都非常的人性化，而且还可以按实际需求来定制相关服务，操作起来很顺手，充分体现了简单、方便、快捷、高效、随时随地的特性。周晓丽向部门经理推荐了金蝶友商网的这款在线管理服务。通过公司的试用，最终认可了这款服务。 目前，一拖总部使用其中的3个用户、1个管理员用户、2个采购员用户，主要负责从一拖集团分厂的采购和入库业务，系统管理员给每个用户设定好操作权限，分工很细，操作很简单，协同很高效。这种网络沟通方式很方便，信息实现了共享，公司总部可以随时掌握海外办事处的销售和库存情况。 一拖公司通过对SaaS这款基于互联网的在线管理软件，极大地提高了业务效率，也节省了人力成本。可见，互联网的出现，还催化出了许多服务于商业市场的IT企业，它们基于互联网，开发出能满足购买者及营销者需求的管理软件，进一步提升了互联网对商业市场的影响。商业市场上的买方、卖方以及提供服务的第三方都因互联网而获得诸多利益，同时它们的发展也推动了互联网服务领域的扩大，以及这个平台服务的更加专业化。 相对于互联网给商业市场带来的众多好处，那些挑战与困难也就很难撼动商家对互联网的依赖与信心。互联网不但具有对商业市场交易过程优化，数据分享以及实施更高效的客户关系管理等优点，还会对企业的营销战略带来深远的影响。互联网使得商业市场的买卖双方更加透明，经济交往也会更加频繁，关系同样也变得更加紧密，同样，在这样一个透明而又高效的平台上，市场的竞争也会更加的激烈。