文献翻译题目贵金属银行渠道营销分析学生姓名专业班级学号院（系）指导教师（职称）完成时间20年月日Article 1:Marketing StrategyExcerpt from:Consumer behavior research paradigm conversion processStudy of consumer behavior more than a hundred years the history of theformation of the two paradigms positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements.Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research,consumer behavior research is a revolutionary change.This paradigm shift,but also makes the assumption that consumer behavior research,research methods,study,basic knowledge of related disciplines,and many borrowed paradigmcomposition have changed dramatically.Background of this changing environment to promote the 20th century,80 years after the world economic growth and prosperity,the industrial structure has undergone tremendous changes,purchasing power has been an unprecedented increase,the pursuit of individuality andfreedom of consumers desire to become increasingly The more intense.The first,Paradigm shift in consumer behavior research review process.Research on consumer behavior,such as in Adam Smith's classical economics.theory began to take shape;Marshall and other neoclassical economics inthe formation of the initial system;the 20th century,50 to 60 years,consumer behavior to the form of an independent discipline separate from marketing.In its hundred years of development history,its research paradigm can be summarized as positivism and non-positivism two.Moreover,each paradigm are pregnant with a large number of research perspectives.Positivism,including rational,behavior,cognition,motivation,social characteristics,attitudes and situationalperspectives;rather than positivist paradigm,including the interpretation and post-modernism are two basic perspectives.The second,Positivist paradigm of consumer behavior research.Empirical studies of consumer behavior paradigm by famous Western philosopher Aristotle,philosophical ideas.Positivism is the philosophy of science asAristotle thought.It assumes that consumers are rational,identifiable,and mental stability,their motivation is to identify behavioral control and prediction;consumer practice in the real existence of simple truth;emphasis on scientific observation and testing,the observed empirical evidence,to gain general rule topredict and control the behavior of consumers.Thus,in the positivist paradigm,consumer behavior research is the assumption that consumer behavior is controlled by some force,but most of these forces are beyond the scope of consumer self-control.Changes in consumer behavior is not so much a manifestationof the subjective will of consumers,it is more affected by various internal andexternal factors affecting the results.The third,non-positivist-oriented consumer behavior research.Non-positivist paradigm of consumer behavior is no longer the consumer as a passive response,but for psychological proactive with the ability of actors,they have to interpret the environment of the consumer and construction capabilities.Brown said in the marketing sense,the interpretation of the concept isdifferent from post-modernism in the fact that the former assumes that man isa self-governing body,freedom of thought,self-understanding of the individual.Then modernist view of consumption is that consumers do not mind the essence of both fixed or something to drive their behavior.The fourth,comparison of consumer behavior research paradigm and inspiration.Clearly,the non-positivist empirical hegemony is also a response to.AfterWorld War II,positivist-oriented research methods has become a mainstream consumer behavior research.Evidence,objectivity and scientific procedures constitute a positivist paradigm characteristics.Under this consumer-oriented philosophy of science is a self-centered,self-conscious entity.Non-positivist-oriented consumer behavior research (especially in post-modernism)of positivist research philosophy,culture and questioned the basis of experience,and was critical.Firatand Venkatesh said:"positivism consumer issues will be simplified to includeonly such men and women,consumers and producers,and other simple two-dimensional classification of non-positivism should see some reasonable assumptions,such as the consumer as a social nature,complexity and irrational and unpredictable consumer body consumer these features not only reflected in their buying process,but also in cognitive aspects of consumer experience and value,and has constituted the basis of consumption."