象征性消费行为是一种广泛存在于社会生活中的特定消费行为,其特点为消费者消费某种品牌的商品的根本动机并不是满足其基本的生理需求,而是希望通过占有、使用该品牌的商品来获得某种个性、形象或者向社会中其他个体传递某种特定的信息。所谓个性、形象是关于人在社会中的存在的一种外在的表现形式,它可以通过特定的行为予以展现,象征性消费行为可以说是消费者通过拥有品牌、消费商品来向他人证明自身存在的一种有效手段。这对于企业正确把握消费者行为，有针对性地开展市场营销活动和调整品牌策略，具有极其重要的意义。为了深入了解象征性消费与企业品牌策略,本文将通过对象征性消费的消费心理和购买行为作分析,对企业如何用品牌策略来迎合象征性消费进行相应的探讨。
关键词：象征性消费 消费心理 营销策略 品牌管理
Abstract
Symbolical consumption behavior is a widely exists in social life of the specific consumption behavior, and its characteristic is consumer spending some of brands primary motive and not meet its basic physiological needs, but hope that through to possess, use this brand products to get a certain personality type, image or other individual transfer to society specific information. So-called character, the image is about people in society in an existing external forms, it can go through certain behaviors to show, symbolical consumption behavior can say is that consumers have brand, consumption goods through to others own existence a proved effective means. This for enterprise correctly the consumer behavior, pertinently conduct market marketing activities and adjust brand strategy, has the extremely vital significance. In order to deeply understand symbolic consumption and enterprise brand strategy, the paper will be based on the consumption psychology symbolical consumption is analyzed and purchasing behavior for enterprises, and how to use the brand strategy to meet the symbolical consumption for the corresponding discussion.
Key words：Symbolic consumption， Consumer psychology， Brand strategy， Brand management
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