FCB方格
出自 MBA智库百科(https://wiki.mbalib.com/)
FCB方格(FCB Grid)
目录 |
FCB方格是1980年Foote Cone & Belding（博达大桥广告公司）公司的Richard Vaughn开发的的一个广泛用来描述消费者购买决策行为特征的工具。
FCB方格根据购买者“高介入度—低介入度”和“思考（认知）—感觉（情感）”两个维度形成了四个方格，每一方格内分布的产品，其购买者有着不同的购买决策行为特征。
| Think | Feel | |
| High Involvement | Learn | Feel |
| Feel | Learn | |
| Do | Do | |
| Low Involvement | Do | Do |
| Learn | Feel | |
| Feel | Learn |
方格1:消费者类型是思考者(Thinker)。特征是高介入、理性；购买产品如汽车、住房、家具等。购买决策遵循模式为:学习(Learn)—感觉(Feel)—行动(Do)。广告应重视足够理性的诉求支持,鼓励试用比较。
方格2:消费者类型是感觉者(Feeler)。特征是高介入、感性；购买产品如香水、时尚服饰。决策模式为:感觉(Feel)—学习(Learn)—行动(Do)。广告应重视感性的打动。
方格3：消费者类型是行动者（Doer）。特征是低介入、理性；购买产品是一些介入程度低的日用产品，多为求便性的习惯性购买。决策模式为:行动（Do）—学习（Learn）—感觉（Feel）。广告应重视购买后的认同。
方格4：消费者类型是反应者（Reactor）。特征是低介入、感性。购买产品主要是满足个人的特殊嗜好，如雪茄、电影等。决策模式为:行动（Do）— 感觉（Feel）— 学习（Learn）。广告应重视消费者的体验和自我感觉。
该模型通过引入“介入度”这个因素把传统一个维度的消费者决策过程解释往前推进了一步，在现实中有着较好的应用性。但是，该理论的缺陷是人为的把消费者分为四种类型，有割裂之嫌。
- ↑ Roshani Gyawali.Influence of chemist channel in consumer buying behaviour of Fast Moving Consumer Goods in Nepal[J].Turku University of Applied Sciences,2014
评论(共6条)
I believe there is a mistake with the 2nd pattern since .. Affective Strategy: it should be Feel - do -learn
sorry ;( now I made the mistake .. .
what I mean is that the 2nd should be Feel -learn -do , rather than Feel -do -learn according to P496 , " Marketing communications interactivity,communications,and content " writen by Chris Fill . You could definitely Google for the FCB Gird image ,anyway.
sorry ;( now I made the mistake .. .
what I mean is that the 2nd should be Feel -learn -do , rather than Feel -do -learn according to P496 , " Marketing communications interactivity,communications,and content " writen by Chris Fill . You could definitely Google for the FCB Gird image ,anyway.
楼上这位大哥也是朴茨茅斯毕业的吧。。。。Chris Fill的忠实fans
I believe there is a mistake with the 2nd pattern since .. Affective Strategy: it should be Feel - do -learn
同意。确实错了。buti think it should be feel-learn-do,as i learned
我个人理解为 1.需求needs 2.欲求wants 两个轴 比较通俗易懂
I believe there is a mistake with the 2nd pattern since .. Affective Strategy: it should be Feel - do -learn