消费价值观是消费者对客观事物的评价标准。作为消费过程中的主体态度,它反映消费者对客观事物认识上善恶、优劣、是非的评判,情感上推崇或轻蔑、崇尚或鄙视的感觉、以及行动上亲疏远近、主次缓急的取舍倾向。消费价值观与消费行为和市场需求有着非常密切的关系。认真分析和准确把握消费价值观,是企业理解消费者购买行为的基础,因而也就成为企业确定营销目标,制定相应营销策略的重要依 Consumption values ​​are the evaluation criteria of consumers for objective things. As the main attitude in the consumption process, it reflects the consumer’s judgment of good and evil on the objective things, the merits and demerits, the judging of the right and wrong, the feeling of respected or scorned, advocating or despising, and the distance between actions and priorities. tendency. Consumer values ​​have a very close relationship with consumer behavior and market demand. Careful analysis and accurate understanding of consumption values ​​are the basis for companies to understand consumer buying behavior, and thus they become important goals for enterprises to determine their marketing goals and formulate corresponding marketing strategies.