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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Research on Psychological Factors of Consumer Behavior in Marketing Based on Brand Management

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DOI: 10.25236/edbm.2020.039


Kui Yang

Corresponding Author

Kui Yang


With the continuous development of our country's market economy, our country's marketing is also showing a vigorous development trend. Consumers are an indispensable subject in marketing. In the marketing process, enterprises should continuously pay attention to the changing trend of potential psychological factors of consumers, carefully study the characteristics and laws of consumer psychology, accurately grasp consumer psychology, and establish effective marketing strategies. In order to seek the stable development of enterprises, enterprises need to innovate from the perspective of market consumers in the reform of marketing management. How to win more market share and get more consumers' favor through a reasonable marketing plan has become an important issue in the development of enterprises. Enterprises should not only pay attention to product quality, but also pay attention to the implementation effect of brand management. This paper studies the psychological factors of consumer behavior in marketing based on brand management.


Marketing, Psychological factors, Consumer behavior, Marketing strategy