本文是留学生assignment代写范例，题目是“Holden Company Critical Analysisand Strategic Recommendations（Holden 公司批判性分析和战略建议）”，消费者行为包括“所有与商品和服务的购买、使用和处置相关的活动，包括消费者在这些活动之前或之后的情感、心理和行为反应。”消费者这个术语既可以指个体消费者，也可以指组织消费者，更具体地说，是指“商品或服务分销链中的最终用户，而不一定是购买者”。买方行为是对人们、聚会或协会以及每一个与商品和企业的购买、使用和转让有关的活动的调查，包括在这些活动之前或进行这些活动之前买方的热情、心理和社会反应。
Abstract 摘要
Consumer behaviour entails "all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities.The term, consumers can refer to individual consumers as well as organisational consumers, and more specifically, "an end user, and not necessarily a purchaser, in the distribution chain of a good or service. Buyer conduct is the investigation of people, gatherings, or associations and every one of the exercises related with the buy, use and transfer of merchandise and ventures, including the purchaser's passionate, mental and social reactions that go before or pursue these exercises.
This assignment is about Holden Company and its new products. These analyses are showing the challenges and opportunities faced by the association, and the marketing strategy the association is using in order to capture the greatest market share.
这个任务是关于Holden公司和它的新产品。这些分析显示了协会面临的挑战和机遇，以及协会为了获得最大的市场份额所采用的营销策略。
1.Product/Service Overview产品/服务概述
Today's vehicle world is evolving and the pace of advancement is accelerating. Aggressive weights and growing multi-faceted nature have motivated vehicle organizations to seek out an advantage wherever they might find it. Improved knowledge of the shopper in car shopping and buying behavior can offer that lucrative bit of leeway. Vehicle manufacturers and vendors are creating and executing progressively effective methods in areas such as dealing, promoting and advertising, administrative deals, board customer relationships and coordinated effort by manufacturers.
今天的汽车世界正在发展，进步的步伐正在加快。咄咄逼人的重量和不断增长的多面性促使车辆组织去寻找他们可能找到的优势。提高对顾客购车和购买行为的了解，可以为顾客提供有利可图的回旋余地。汽车制造商和销售商在诸如交易、促销和广告、行政交易、董事会客户关系和制造商的协调努力等方面，正在创造和执行逐步有效的方法。
In settling on their formal conclusion about which car to buy, buyers focus on elements such as unwavering quality, well-being, price and mileage. Money back motivations are at the foundation of the rundown, named by less than half of the clients. For as long as a while, the importance of motivating forces as a major factor has decreased, demonstrating that today's buyers seem to be less motivated by contradictions about their car purchases. Where clients are in the buying process, by the manner they rank the factors that affect their car choice can have any kind of effect.
2.Critical Analysis批判性分析
Shopper behavior can be widely identified as the decisions and activities that affect a customer's purchasing behavior. What drives shoppers to select a particular item as for others is an investigation that advertisers frequently dissect and consider. The vast bulk of the acquisition-related selection procedure relies on emotions and reasoning. Customer behavior inquiry understands the past and even predicts what is to come.
顾客行为可以被广泛地定义为影响顾客购买行为的决策和活动。促使购物者选择某一特定商品的原因是广告商经常仔细分析和考虑的一项调查。绝大多数与获取相关的选择过程依赖于情绪和推理。客户行为调查了解过去，甚至预测未来。
3.Overview概述
Holden, once known as General Motors-Holden, is an Australian vehicle brand and previous car maker which imports produced autos and identification built them under Holden brand. It is headquartered in Port Melbourne, Victoria.The organization was established in 1856 as a saddlery manufacturer in South Australia. In 1908 it moved into the car field, turning into an auxiliary of the United States-based General Motors (GM) in 1931, when the organization was renamed General Motors-Holden's Ltd. It was renamed Holden Ltd in 1998, and General Motors-Holden in 2005.
Holden，曾被称为通用汽车-Holden，是一个澳大利亚汽车品牌和以前的汽车制造商进口生产的汽车和识别建立在Holden品牌。总部设在维多利亚州墨尔本港。该组织成立于1856年，当时是南澳大利亚的一家马鞍制造商。1908年，它进入汽车领域，并在1931年成为总部设在美国的通用汽车(GM)的一个附属公司，该组织更名为Motors-Holden's。1998年更名为Holden有限公司，2005年更名为General Motors-Holden。
In 1852, James Alexander Holden emigrated to South Australia from Walsall, England and in 1856 set up J.A. Holden and Co, a saddlery business in Adelaide. In 1879 J A Holden's oldest child Henry James (HJ) Holden, turned into an accomplice and viably dealt with the company. In 1885, German-conceived H. A. Ice joined the business as a lesser accomplice and J.A. Holden and Co moved toward becoming Holden and Frost Ltd. Edward Holden, James' grandson, joined the firm in 1905 with an enthusiasm for automobiles.
From there, the firm developed through different organizations and, in 1908, Holden and Frost moved into the matter of minor fixes to vehicle upholstery. The organization started re-body more seasoned undercarriage utilizing engine bodies created by F T Hack and Co from 1914. Holden and Frost mounted the body, painted and cut it. The organization started to create total cruiser sidecar bodies after 1913.
After 1917, wartime exchange limitations drove the organization to begin full-scale generation of vehicle body shells. H.J. Holden established another organization in late 1917, and enlisted Holden's Motor Body Builders Ltd (HMBB) on 25 February 1919 spend significant time in vehicle bodies and utilizing the previous F T Hack and Co office at 400 King William Street in Adelaide before raising a huge 4 story industrial facility on the site.
4.Internal Factors内部因素
Inward impacts allude to both individual and relational components. Social hypothesis proposes that people have both an individual character and a social personality. Individual personality comprises of remarkable individual attributes, social personality comprises of the person's impression of the focal gatherings to which an individual has a place and may allude to an age gathering, a way of life gathering, religious gathering, instructive gathering or some other reference gathering.. Purchasing conduct is in this way affected by an expansive scope of interior factors, for example, mental, financial, statistic and character factors.
内部影响指的是个人和关系组件。社会假设认为人同时具有个性和社会人格。个体人格包括显著的个体属性，社会人格包括个人对聚集的印象，个人有一个地方，可能暗指年龄聚会，生活方式聚会，宗教聚会，教育聚会或其他一些参考聚会。购买行为受到内部因素的影响，如心理因素、财务因素、统计因素和性格因素等。
Statistic elements incorporate salary level, psychographics, age, occupation and financial status. Character components incorporate information, frames of mind, individual qualities, convictions, feelings and emotions. Mental elements incorporate a person's inspiration, frames of mind, individual qualities and convictions. Social personality elements incorporate culture, sub-culture and reference gatherings.
5.Motivation动机
The buyer's hidden inspiration drives shopper activity, including data search and the buy choice. The purchaser's frame of mind to a brand is portrayed as a connection between the brand and a buy motivation. These inspirations might be pessimistic - that is to keep away from torment or repulsiveness, or constructive - that is to accomplish some kind of remuneration, for example, tactile gratification.In the promoting writing, the shopper's inspiration to look for data and take part in the buy choice procedure is once in a while known as involvement.
买家隐藏的灵感驱动着买家的活动，包括数据搜索和购买选择。购买者对品牌的心理被描绘成品牌和购买动机之间的联系。这些灵感可能是悲观的——即远离折磨或厌恶，或建设性的——即实现某种报酬，例如触觉上的满足。在促销写作中，购物者寻找数据并参与购买选择过程的灵感有时被称为参与。
Purchase choices are delegated low association when buyers endure just a little psycho-social misfortune if the settle on a poor choice. Then again, a buy choice is named high association when psycho-social dangers are seen to be moderately high.
6.Observation观察
The observation procedure is the place people get, compose and decipher data so as to property some importance. Recognition includes three unmistakable procedures: detecting data, choosing data and translating data. Sensation is likewise part of the observation procedure, and it is connected direct with reactions from the faculties making some response towards the brand name, promoting and bundling. The procedure of observation is particularly individual and may rely upon a blend of inside and outside components, for example, encounters, desires, needs and the flitting set.When presented to a boost, buyers may react in totally different ways because of individual perceptual processes. various procedures conceivably support or meddle with discernment.
观察过程是人们获取、整理和破译资料的场所，对资料的性质具有一定的重要性。识别包括三个明确无误的过程:检测数据、选择数据和翻译数据。感觉也是观察过程的一部分，它直接与感官对品牌名称、促销和捆绑的反应有关。观察的过程是特别个人化的，可能依赖于内部和外部成分的混合，例如相遇、欲望、需要和瞬移集合。当被展示给促销品时，由于个人的感知过程，买家可能会以完全不同的方式做出反应。各种程序可以支持或干涉识别。
Specific presentation happens when purchasers choose whether to be presented to data inputs. Specific consideration happens when shoppers center around certain messages to the avoidance of others. Particular perception is the place the purchaser deciphers data in a way that is reliable with their own convictions. Particular maintenance happens when buyers recollect some data while quickly overlooking other information.
Collectively the procedures of specific introduction, consideration, appreciation and maintenance lead singular purchasers to support certain messages over others. The manner in which that customers join data contributions to land at a buy choice is known as integration.
Over and over again, showcasing experts are let well enough alone for deals preparing activities. It's when deals and showcasing cooperate that the organization's commercial center intensity can hit larger amounts.
By building up a typical language, Holden’s advertising group can pick up a superior comprehension of its business procedure. By getting the two groups to cooperate, advertising can fundamentally improve the adequacy of its merchants. Acquiring an outside viewpoint can reclassify the departmental relationship and assemble a vital establishment for future achievement.
Holden advisors assemble the scaffold that interfaces the game-changing propensities for its group with advertising. By carrying everybody to the table, they can specialty worth informing that is deft and responsive for use crosswise over groups.Making an aggressive separation examination for its promoting and deals technique can help change them whole association's exhibition.
霍尔顿的顾问们组装了一个支架，将群体的游戏规则改变倾向与广告联系起来。通过把每个人带到桌子上，他们可以专业值得通知，灵活和响应交叉使用的群体。对其推广和交易技术进行积极的分离考察，有助于改变整个协会的展会。
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