{"id":12018,"date":"2009-03-07T23:21:42","date_gmt":"2009-03-07T23:21:42","guid":{"rendered":"https:\/\/www.sisinternational.com\/multiple-constituencies-indirect-influencers-in-consumer-purchasing\/"},"modified":"2025-09-16T01:28:08","modified_gmt":"2025-09-16T05:28:08","slug":"%e5%a4%9a%e4%b8%aa%e9%80%89%e5%8c%ba%e9%97%b4%e6%8e%a5%e5%bd%b1%e5%93%8d%e6%b6%88%e8%b4%b9%e8%80%85%e8%b4%ad%e4%b9%b0","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh\/%e5%a4%9a%e4%b8%aa%e9%80%89%e5%8c%ba%e9%97%b4%e6%8e%a5%e5%bd%b1%e5%93%8d%e6%b6%88%e8%b4%b9%e8%80%85%e8%b4%ad%e4%b9%b0\/","title":{"rendered":"\u6d88\u8d39\u8005\u8d2d\u4e70\u884c\u4e3a\u4e2d\u7684\u591a\u91cd\u5f71\u54cd\u56e0\u7d20"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n
\n\n\n

\u5f53\u4e00\u5bb6\u516c\u53f8\u5411\u4e0d\u540c\u7684\u7ec6\u5206\u5e02\u573a\u63d0\u4f9b\u76f8\u540c\u7684\u4ea7\u54c1\u65f6\uff0c\u5b83\u5c31\u62e5\u6709\u591a\u4e2a\u9009\u533a\u3002<\/h2>\n

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.<\/p>\n

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency \u8425\u9500<\/a> applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.<\/p>\n

\u591a\u4e2a\u9009\u533a = \u5b9e\u9645\u4e70\u5bb6 + \u5f71\u54cd\u8005 <\/em><\/h3>\n

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.
<\/em><\/p>\n

\u591a\u9009\u533a\u8425\u9500\u793a\u4f8b<\/h2>\n

One example of Multiple Constituency Marketing is in the Pharmaceutical<\/a> sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.<\/p>\n

Companies that manufacture \u98df\u7269<\/a> also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.<\/p>\n

\u7406\u89e3\u591a\u4e2a\u9009\u533a<\/h2>\n

\u62e5\u6709\u591a\u4e2a\u9009\u533a\u7684\u516c\u53f8\u5e94\u4e0d\u65ad\u786e\u4fdd\u4ed6\u4eec\u6ee1\u8db3\u5176\u7ec6\u5206\u5e02\u573a\u7684\u9700\u6c42\uff1a<\/p>\n

    \n
  • \u9700\u6c42<\/li>\n
  • \u60f3\u8981<\/li>\n
  • \u9700\u8981<\/li>\n
  • \u8d8b\u52bf<\/li>\n
  • \u673a\u4f1a<\/li>\n
  • \u7f3a\u70b9<\/li>\n<\/ul>\n

    Key Success Factors in Influencer Marketing<\/h2>\n
      \n
    • \u8c03\u6574\u4ea7\u54c1\u4f9b\u5e94<\/li>\n
    • \u5728\u8d2d\u4e70\u8fc7\u7a0b\u7684\u5404\u4e2a\u9886\u57df\u4e0e\u5f71\u54cd\u8005\u548c\u4e70\u5bb6\u5efa\u7acb\u5173\u7cfb<\/li>\n
    • \u786e\u4fdd\u7ec4\u7ec7\u7684\u5404\u4e2a\u5c42\u9762\u90fd\u4e0e\u5f71\u54cd\u8005\u548c\u5ba2\u6237\u4fdd\u6301\u5bc6\u5207\u8054\u7cfb<\/li>\n
    • \u5411\u6240\u6709\u76f8\u5173\u7fa4\u4f53\u4f20\u8fbe\u6709\u5438\u5f15\u529b\u7684\u4fe1\u606f<\/li>\n
    • \u63d0\u4f9b\u591a\u79cd\u6c9f\u901a\u5f62\u5f0f\u548c\u6e20\u9053\u6765\u63a5\u89e6\u4e0d\u540c\u7fa4\u4f53<\/li>\n<\/ul>\n

      \u00a0<\/p>","protected":false},"excerpt":{"rendered":"

      \u4e86\u89e3\u591a\u4e2a\u9009\u533a\u548c\u5f71\u54cd\u8005\u5982\u4f55\u63d0\u5347\u60a8\u7684\u54c1\u724c\u3002<\/p>","protected":false},"author":1,"featured_media":63100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[292],"tags":[],"class_list":["post-12018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/comments?post=12018"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12018\/revisions"}],"predecessor-version":[{"id":81317,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/12018\/revisions\/81317"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media\/63100"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media?parent=12018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/categories?post=12018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/tags?post=12018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}