现在对冲动性购买的研究大多停留在心理机制的范围内,而涉及相应的营销活动的研究不多。本文主要通过研究一个简单的消费者决策过程模型来简单分析冲动性购买所发生的时刻,以及在这一时刻对消费者的购买行为能够产生影响的因素,和针对这个时刻,采取的营销手段,并以此提出了一个圆点营销的设想。以此,来给商家提供一个能够针对冲动性购买的营销方法或手段。 Most of the current research on impulsive purchases stays within the scope of psychological mechanisms, and there are not many studies involving corresponding marketing activities. This paper mainly analyzes a simple model of consumer decision-making process to simply analyze the moment of impulsive purchase and the factors that can influence the purchase behavior of consumers at this moment, and the marketing methods adopted for this moment. And this put forward a dot marketing idea. In this way, to provide businesses with a marketing method or means for impulse purchases.