澳洲论文代写:霍尔顿汽车广告与消费需求分析

澳洲论文代写:霍尔顿汽车广告与消费需求分析

消费需求是指消费者因缺乏张力或不适而对产品或服务产生的需求或欲望。在商业社会中，消费者的需求可以直接以购买商品或服务为特征。   根据美国人文主义心理学家Abraham Harold Maslow的需要层次理论，人的需要从低到高分为五个层次。这五个层次的需求从低到高依次为：身体需要、安全需要、爱需要、自尊需要和自我实现需要。这五种需求可以分为三个阶段。初级阶段包括生理需要（指生存和延续的基本需求）和安全需要（指保护免受威胁的需要）。中间阶段包括爱的需要（指被别人接受、爱、关心、鼓励和支持的需要）和尊重需要（指获得和维持个人自尊的所有需要）。高级阶段指的是自我实现的需要，即真正、善、美的精神需要，也就是说，所有的个人需要或理想都得到了充分的实现。   从消费者满意（CS）的角度看，每个需求层次的消费者对产品有不同的要求，即不同的产品满足不同层次消费者的需求。营销方法是基于对消费者需求的考虑，因此不同的需求需要不同的营销策略。因此，不同的广告应该满足消费者的不同需求。 市场底部的物质需求处于价格的顶点。质量是满足安全需要的支点。大多数的必需品广告都满足了这两种需求。社会认同是高端市场对爱情和尊重的要求，消费者将产品视为身份的象征。为了满足自我实现的需要，企业应该提高服务和品牌，以赢得忠诚的消费者。通过企业与消费者之间的长期互动，消费者倾向于对品牌形成某种忠诚。（raalj和wandwossen，1977）   对霍尔顿SV6广告的目的是在满足消费者需要的爱、尊重和自我实现的不仅仅是满足自己的生理和安全的需要。作为“澳大利亚人的汽车梦想”是广告的突出主题，Holden正努力使其品牌成为澳大利亚人引以为豪的品牌。

澳洲论文代写:霍尔顿汽车广告与消费需求分析

Consumer demand refers to the demands or desires which produced for the products or services because of the consumer lack of tension or discomfort. In the commercial society, consumer demand can be directly characterized by the desire to purchase goods or services.    According to Need-hierarchy Theory of Abraham Harold Maslow, an American humanism psychologist, that human need is divided into five levels from low to high. These five levels of needs can be cited, from low to high, as physical need, safety need, love need, esteem need and self-actualization need. And these five kinds of needs can be distributed into three phases. The primary stage includes physical need (which refers to the basic needs of survival and continuation of the race) and the safety need (which refers to the needs to be protected from threats). And the intermediate stage includes love need (which refers to the demand of being accepted, loved, concerned about, encouraged and supported by other people) and the esteem need (which refers to all need of obtaining and maintaining personal self-respect). The advanced stage refers to the self-actualization need, which means the spirit need of the truthfulness, goodness and beauty, and that is to say that all personal needs or ideals are fully realized.   From the standpoint of Consumer Satisfy (CS), consumers on each demand level have different requirements for the products, that is, different products meet different levels of need of consumers. Marketing approach is based on the consideration of consumer demand, so different needs ask for different marketing strategies. Consequently, different advertising should meet different needs of the consumers. Physical demand in the bottom-end of the market stands on the point of price. And the quality is the fulcrum to satisfy the need of safety. Most advertising of the necessities meet these two types of needs. Social approval is the basic point of demand of love and esteem in the high-end market, where consumers would like to regard the products as a kind of status symbol. To satisfy the self-actualization need, business should improve their service and brand to earn loyal consumers. Through long-term interaction between business and consumer, consumers tend to form a certain kind of loyalty to the brand. (Raalj & Wandwossen, 1977)   Advertising of the Holden SV6 is aimed at satisfying the consumers’ need of love, esteem and self-actualization more than just to meet their need of physical and safety. As “Car Dream of an Australian” is the prominent theme of the advertising, Holden is trying to make its brand become one that Australians are proud of.