FCB方格
出自 MBA智库百科(https://wiki.mbalib.com/)
FCB方格(FCB Grid)
目錄 |
FCB方格是1980年Foote Cone & Belding（博達大橋廣告公司）公司的Richard Vaughn開發的的一個廣泛用來描述消費者購買決策行為特征的工具。
FCB方格根據購買者“高介入度—低介入度”和“思考（認知）—感覺（情感）”兩個維度形成了四個方格，每一方格內分佈的產品，其購買者有著不同的購買決策行為特征。
| Think | Feel | |
| High Involvement | Learn | Feel |
| Feel | Learn | |
| Do | Do | |
| Low Involvement | Do | Do |
| Learn | Feel | |
| Feel | Learn |
方格1:消費者類型是思考者(Thinker)。特征是高介入、理性；購買產品如汽車、住房、傢具等。購買決策遵循模式為:學習(Learn)—感覺(Feel)—行動(Do)。廣告應重視足夠理性的訴求支持,鼓勵試用比較。
方格2:消費者類型是感覺者(Feeler)。特征是高介入、感性；購買產品如香水、時尚服飾。決策模式為:感覺(Feel)—學習(Learn)—行動(Do)。廣告應重視感性的打動。
方格3：消費者類型是行動者（Doer）。特征是低介入、理性；購買產品是一些介入程度低的日用產品，多為求便性的習慣性購買。決策模式為:行動（Do）—學習（Learn）—感覺（Feel）。廣告應重視購買後的認同。
方格4：消費者類型是反應者（Reactor）。特征是低介入、感性。購買產品主要是滿足個人的特殊嗜好，如雪茄、電影等。決策模式為:行動（Do）— 感覺（Feel）— 學習（Learn）。廣告應重視消費者的體驗和自我感覺。
該模型通過引入“介入度”這個因素把傳統一個維度的消費者決策過程解釋往前推進了一步，在現實中有著較好的應用性。但是，該理論的缺陷是人為的把消費者分為四種類型，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
評論(共6條)
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.
樓上這位大哥也是樸茨茅斯畢業的吧。。。。Chris Fill的忠實fans
I believe there is a mistake with the 2nd pattern since .. Affective Strategy: it should be Feel - do -learn
同意。確實錯了。buti think it should be feel-learn-do,as i learned
我個人理解為 1.需求needs 2.欲求wants 兩個軸 比較通俗易懂
I believe there is a mistake with the 2nd pattern since .. Affective Strategy: it should be Feel - do -learn