目录1.1活动营销概述.....1.2消费者心理学概述2企业活动营销现状及问题..·12.2企业在活动营销中存在的问题.22.2.1企业活动营销可变性不强..2.2.2企业活动营销持久性不强...·3消费者种类以及心理分析....43.1多样化消费者类别分析..43.2各类消费者心理与行为分析...3.2.1习惯类型.....3.2.2理性类型3.2.3经济类型...3.2.4冲动类型....53.2.5怀疑类型3.2.6无定类型.…3.3企业面对多样化消费者存在的问题与挑战3.3.1企业面对多样化消费者存在的问题53.3.2企业面对多样化消费者提出的挑战..64消费心理学在活动营销中的应用分析..·64.1对活动营销中消费者心理的分析..4.2针对多样化消费者的活动营销对策...7742.2侥幸心理营销对策…775消费心理学在活动营销中的创新运用96结论910论消费心理学在活动营销中的运用摘要：随肴中国经济的快速发展，每一个企业都面临着不进即退的挑战。企业必须加快产业升级和转型，采取活动营销的方式，是企业获得更多市场占比的重要营销方式。目前我国仍然有许多企业在活动营销的竞争上存在问题，对消费者消费心理的研究依然不够充分。然而市场主动权的转变，使得企业不得不去迎合消费者的口味，深入的去了解消费者的消费心理。本文旨在了解消费心理在活动营销中的应用现状，消费者心理对企业的活动营销战略变化产生了怎么样的影响，以及对消费者心理与活动营销的关联研究，给出活动营销中相应问题的解决方法及对策，借鉴经验，提取精华并且创新，以供企业活动营销参考。关键词：消费心理学：活动营销：企业经济On the application of consumer psychology in activity marketingAbstract:With the rapid development of China's economy,every enterprise is faced with the challenge of notretreating.Enterprises must speed up industrial upgrading and transformation,and adopt the way of activitymarketing,which is an important marketing way for enterprises to obtain more market share.At present,there arestill many flaws in the planning of event marketing competition in China,and the research and application ofconsumer consumption psychology are still insufficient.However,the change of market initiative makes enterpriseshave to cater to consumers and understand consumers'consumption psychology.The purpose of this article is tounderstand the current status of consumer psychology in activity marketing,how does consumer psychology affectthe change in corporate activity marketing strategies,and the related research on consumer psychology and activitymarketing,and give the corresponding problems in activity marketing The solution and countermeasures,draw onexperience,put forward the essence and innovation,for the reference of corporate event marketing.Keywords:consumer psychology;activity marketing;enterprise economy