？ This problem is very important, because the products of our stone carving practitioners are not welcomed by consumers and people are unwilling to buy them, so it is difficult for us artists to survive and develop. Therefore, solving this problem is the starting point of all economic activities and all marketing plans of stone carving practitioners. What is the market? How should stone carving products enter the consumer market and meet the needs of buyers' behavior? What measures should be taken? Talk about some superficial understanding. What is a market? No one is unfamiliar with the word "market". The problem is that people have different understandings of it because they look at it from different angles. For example, most people will understand the market as a "place for commodity exchange" from its manifestations; Economists will understand the market as "the sum of commodity exchange relations" from the essence of its economic relations. Therefore, the author thinks that the definition of the American Marketing Association Definition Committee in 196 is more appropriate, that is, the market refers to "the sum of the needs of all potential buyers of a commodity or service." This definition: First, Marketing understands the "market" from the standpoint of the seller and focuses on the buyer's behavior; Second, the "buyers" referred to here must be individuals or organizations with the ability to pay and the desire to buy. The market can be divided into five basic types: consumer market, producer market, reseller market, government market and international market. Our Qingtian stone carving products mainly enter the consumer market, reseller market and international market. However, no matter which market our stone carving products are sold to, in the final analysis, they will be in the hands of consumers. Therefore, the stone carving products of our employees should be designed and updated according to the customer needs of the consumer market. The following focuses on the consumer market to talk about some superficial views. What is the consumer market? Consumer market refers to all individuals and families who buy goods (including goods and services) for personal consumption. However, the consumer market is very complicated, and our industry management authorities should formulate scientific and practical marketing promotion plans to serve the consumer market well. At the same time, it is necessary to establish and apply a certain model or theory in order to understand and master the nature of the consumer market. Therefore, the management authorities and marketing promoters of our industry pay attention to six questions when investigating and studying the consumer market and buying behavior: Who buys in the consumer market? What do they buy? When do they buy? Where do they buy? Why do they buy? How do they buy? It is not difficult to find the pattern of consumers' buying behavior by in-depth investigation of the above six questions. The pattern of consumers' buying behavior is: from the external stimulation of the buyer to the buyer's black box, and then cause the buyer's reaction. Here, there are two kinds of external stimuli for buyers: one is the stimulation of products, prices, locations and promotions; The other is economic, technical, political and cultural stimulus, and so on. These external stimuli enter the buyer's black box (that is, "psychological process"), and after a certain psychological process, a series of visible buyer's reactions are produced, such as product selection of Qingtian stone carvings, brand selection of high-quality products with certified trademarks identified by industry offices, dealer selection of famous master works, purchase time selection of rest days and quantity of two pieces, etc. Therefore, our employees must do everything possible to investigate and understand what happens in the "psychological process of buyers" in order to take corresponding countermeasures. Customers come to Qingtian to buy stone carving products. They don't make purchase decisions in a vacuum, but their purchase behavior is influenced by social, cultural, personal and psychological factors. The influence of these factors on consumers' purchase decision and behavior of Qingtian stone carving products is described below. Social and cultural factors mainly include consumers' culture, social class and related groups. Culture is the most important factor that affects their desires and behaviors (including customers' buying behavior). It has a great impact on the sales of our Qingtian stone carving products. For example, customers from Jiangsu, Shanghai, Guangdong and other places who come to Qingtian to buy stone carving works demand good stone quality, strange shape, fine carving, small size and slightly higher price, so these stone carving products are deeply welcomed by them; Customers from Beijing and Northeast China come to Qingtian to buy stone carvings, which require large size, rough carving, low price, regardless of quality and shape, as long as they are carved with stones; Customers in Hong Kong and Singapore prefer Qingtian stone carvings and landscapes. Therefore, these different local cultural factors have different purchasing decisions and behaviors. Social class is also an important factor that affects consumers' purchase decision and behavior of Qingtian stone carving products. According to the current social situation, it can be divided into six classes: (1) The upper class accounts for less than 1% of the total population. People in this class are celebrities, who come from noble families, such as the bosses of large enterprises and company groups, occupy a lot of wealth and live a life of spending money like water. They are the main markets for expensive products such as jewelry, antiques and high-grade stone carvings, and their lifestyles, purchasing decisions and behaviors are often imitated by other classes. (2) The lower and upper classes account for about 2% of the total population. People in this class usually come from the middle class. Because they have excellent professional ability or are good at doing business, they have a good way to make money and earn high income or huge wealth. They are very active in social activities, and buying goods that can show their status is the main market for our Qingtian stone carving high-end works. (3) The upper and middle classes account for about 12% of the total population. People in this class are lawyers, doctors, scientists and university professors, and they are also the main markets for Qingtian stone carvings with high-end products. (4) The lower middle class accounts for 3% of the total population. This class includes "white-collar workers" (such as teachers, staff and other mental operators), "gray-collar workers" (such as postmen) and "blue-collar aristocrats" (such as factory foreman), which is the main market of our Qingtian stone carving mid-range products. The upper and lower classes account for 35% of the total population. People in this class are workers and farmers engaged in manual operation, and they are the main markets for middle and low-grade products of Qingtian stone carving. The lower stratum accounts for 2% of the total population. People in this class are at the lower level of society, which is the main market for Qingtian stone carving with low-grade products. Such as products that apprentices have just learned to carve, products that are spliced and inverted. From the above situation, it shows that our employees should create, design and process different grades of Qingtian stone carving products according to the needs of different social classes to meet the needs of different customers in the consumer market. Related groups refer to those groups that influence people's views, opinions and values. These include primary groups (such as family, close friends, colleagues, neighbors, etc.), secondary groups (such as professional associations, college students' associations, etc.), and groups with gay interests (such as movie stars, sports athletes, noble ladies, etc.). For example, a provincial group meeting of a certain department was held in Qingtian. At the meeting, tens of thousands of stone carving products were purchased and sent to the participants as souvenirs. This is to promote Qingtian stone carving products by using the influence of the "opinion leaders" of relevant groups on the purchasing behavior of consumers of Qingtian stone carving products. Personal factors refer to the personal characteristics of the buyer, mainly including the buyer's age, family life cycle, occupation, lifestyle, economic situation and personality. Customers of different ages have different hobbies and needs to buy stone carvings. For example, young people like stone carving products such as roses, peony flowers and plum blossoms in flower and fruit works, and semi-naked ladies and four beauties in China in figure works. While the elderly like the ginseng ruyi, Redmi melon, sorghum, etc. The longevity, Maitreya Buddha, Guanyin, fisherman, Songhe Yannian and other products of figure works. It can be seen that the personal factor of the buyer's age is an important factor that affects the needs and purchases of consumers of stone carving products. Of course, different occupations, different lifestyles, different economic conditions and different personalities often have different hobbies and needs for Qingtian stone carving products, so there is no need to analyze them here. Psychological factors refer to consumers' ideology in meeting their needs, which dominates consumers' buying behavior. The psychological process of buyers mainly includes motivation, feeling, learning, belief and attitude. All human activities, including customers' purchase of stone carving products, are to meet people's needs. A person's needs, whether hidden or visible, do not necessarily arouse people's motivation to take action at a certain time. It is their reflection or impression of external stimuli or situations through the five senses of sight, hearing, smell, taste and touch. After learning, I have beliefs and attitudes. All these will affect customers' behavior of buying stone carving products. It can be seen that psychological factors are also an important factor affecting customers' behavior of buying stone carving products. The above-mentioned author expounds the consumer behavior mode of buying stone carving products, and then analyzes it from the consumer purchase decision-making process. (1) Who is the decision-maker involved in the purchase of stone carving products? Practitioners should first find out who is involved in the purchase decision, so as to adjust the marketing plan appropriately. Some stone carving products have only one purchasing decision-making unit. For example, the top leader of his unit will go to other places for business tomorrow, and he needs to give gifts of 1 stone carving products with a mid-range preference. This kind of products is easy to identify, so the top leader can take a look and decide, and just say yes. There are also some products, such as high-grade stone carvings, whose purchase decisions often include all members of a family or the main members of a unit. Therefore, we stone carving practitioners should investigate and understand what role each participant plays in the purchase decision-making process of the stone carving market. Only in this way can we design and create marketable stone carving products. (2) The main types of consumers' buying behavior of Qingtian stone carving products. Due to the problems that customers encounter when buying different grades of stone carving products, some are simple and some are complex. Therefore, the complexity of buying different stone carving products according to customers' choice of stone carving market is different, which can be roughly divided into the following three types: (1) Routine reaction behavior. This type of purchase of stone carving products is simple. These characteristics are: they buy middle and low-grade stone carving products, transport them to other places and wholesale them at a low price, and get some profits from the price difference. They know the sales price and product varieties in the stone carving market outside. In view of this situation of buying stone carving products, we can take the following promotions to occupy the market: for existing customers, we must continue to do what they like, maintain a certain product quality, service quality and inventory level, so that they can firmly believe in their stone carving products; For customers who are not their own, we should make good use of various incentives, such as adding new designs, improving the display of stone carving products at the scene of purchase, and implementing special prices to attract them. (2) Limited problem solving. Compared with (1), it is a little more complicated. They came to buy some stone carving products, such as sorghum, ginseng, flowers and full moon, but they have no idea about the market price, fine workmanship and poor stone quality of this product. This is the problem. Therefore, before buying, customers should consult others or watch advertisements to get information and reduce risks. This is the so-called "limited problem solving". In view of this situation, employees should introduce their products to increase customers' understanding and trust in their stone carving products. (C) Qingtian stone carving products consumer purchase process model. Generally, a five-stage model is adopted, namely, arousing needs, seeking information, evaluating behavior, deciding to buy, feeling and behavior after buying. The process of customers buying stone carving products begins with "causing needs". As we all know, people's needs are caused by two kinds of stimuli: one is the stimulation inside the human body, such as hunger and sexual desire; The other is the stimulation or "trigger inducement" outside the human body. For example, Xiaogang saw his colleague Xiaoming buy a stone carving product and put it on the living room counter. It was very good, not only a symbol of luxury in family status, but also an atmosphere of artists and collectors, so he planned to take a rest day to buy one at the stone carving market. This example tells us that employees adapt to arrange incentives to urge customers to become very strong about the stone carving products produced in this industry and take immediate purchase behavior. If the customer's demand is very strong, then the customer will immediately take the purchase behavior and buy it to meet their needs. But most customers don't buy it right away, but look for information related to stone carving products, that is, enter the stage of looking for information. There are four sources for customers to seek information: (1) commercial sources, that is, information from advertisements, distributors, salespeople, commodity packaging, etc.; (2) Personal sources, that is, from family, relatives and friends, neighbors and other acquaintances; (3) mass sources, that is, from TV advertisements, newspapers and magazines; (4) Experience source, which comes from visiting the stone carving market frequently to see the products. Customers know the stone quality, shape, price and variety of stone carving products sold in the market through four aspects of information. Therefore, we practitioners should know how customers like some stone carving products and where to get information. How do various news sources affect customers' purchasing decisions, and so on. Then, according to the results, effective commercial communication information and oral information beneficial to the products of this industry are designed, which will affect the purchase decision of customers and make customers automatically buy Qingtian stone carving products. As mentioned above, customers can know some kinds of products sold in the stone carving market, choose which kind of products, and finally decide which kind of carved products to buy, which is the evaluation behavior of Gu Ge. The problem now is: customers watch so many works in the stone carving market, how to evaluate the quality of each stone carving product, and finally choose which stone carving product? In fact, customers have many evaluation methods. Generally speaking, most customers say that the "ideal evaluation" method is adopted to evaluate the available products and decide which stone carving product they like best. The "ideal evaluation method" means that the customer imagines an "ideal stone carving product" according to the purchase purpose and so on, and then compares the "actual carved work" with this "ideal stone carving product", and the closest work is the one selected by the customer. Therefore, our employees should take countermeasures: ① change some characteristics of existing stone carving products to approach customers' "ideal stone carving products"; (2) Introduce the advantages of their products realistically, change customers' "ideal stone carving products" and get closer to their own stone carving products; (3) point out the advantages of their own products by comparison, which is more unique than other stone carving products, and try to change this customer group and give up other varieties of stone carving products; (4) you can also try to make this customer change his mind. Under normal circumstances, customers will buy their favorite carved products. But there are often two factors involved between buying and not buying. One is that others (people who come with customers) will decide to buy if they are close to customers, otherwise they will change their purchases; The other is an "unexpected situation". For example, the original price of this stone carving product was 2, yuan, and it was agreed to buy it back. Suddenly, the family called and said that the old mother fell ill and spent tens of thousands of medical expenses. At this time, the customer had to give up the purchase intention. It can be seen that the customer has agreed to buy a stone carving, but it cannot include many unexpected factors, nor can it completely determine the customer's final purchase. Therefore, our employees should be prepared for this, and never turn against each other, so as not to damage their excellent business ethics. Customer's feeling and behavior after buying. After customers buy stone carving products, there will inevitably be some degree of satisfaction and dissatisfaction. Customers will be satisfied if the carvings they bought in the past exceed their expectations in advance. They will buy this kind of work again and say good things about this kind of carved work to others; On the contrary, it is not satisfied. Therefore, how customers feel after buying it has a great relationship with the marketing of stone carving products. We employees must take appropriate measures to increase customers' satisfaction and reduce their dissatisfaction after buying. In a word, a satisfied customer is the best advertisement for our Qingtian stone carving products. To sum up, the author only expounds that Qingtian stone carving products enter the market, are affected and take measures from the perspective of consumer market and customer purchase behavior.