消费者行为是营销学的基础,也是解决营销实践问题的钥匙,更是企业进入市场占领市场和发展自己的关键。论文介绍了消费者行为的理论现状,着重分析了消费者的心理因素和这些因素之间的关系。关注消费者心理,从企业可控的环境因素和4P角度考虑,制定相应策略,进而影响消费者行为是一种行之有效的方法。 Consumer behavior is the basis of marketing, but also the key to solve the problem of marketing practice, but also the key to enter the market to occupy the market and develop their own business. The paper introduces the theoretical status quo of consumer behavior, focusing on the analysis of the psychological factors of consumers and the relationship between these factors. Concerned about consumer psychology, from the enterprise controllable environmental factors and 4P point of view, the development of appropriate strategies, thereby affecting consumer behavior is an effective way.