市场营销体验营销模式外文翻译3100字.docx
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市场营销体验营销模式外文翻译3100字.docx
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市场营销体验营销模式外文翻译3100字
外文出处:
SchmittB.Experiencemarketingmodelbasedonconsumerpsychology[J].JournalofConsumerPsychology,2014,22
(1):
8-17.
(声明:
本译文归XX文库所有,完整译文请到XX文库。
)
原文
Experiencemarketingmodelbasedonconsumerpsychology
SchmittB
Abstract
Experiencemarketingisakindofhumannatureofmodernmarketingconcept,itisproducedinthedevelopmentofthemarketmarketingtheoryandpracticehadaprofoundimpact.InthispaperExperienceandexperiencemarketingtheoryasthefoundation,startingfromthepsychologicaldemandsofconsumers,classifyingtheexperienceofdiversifiedmarketingmode,andconnectingwiththeinstance,systemanalysisThecharacteristicsofthetypeofexperiencemarketingmodel,emphasizetheenterpriseshouldpayattentiontoproductthedevelopmentofpsychologicalattributes,Accordingtothedifferentmentaldemandsofconsumers,payattentiontoallkindsofexperiencemarketingmodeEffectiveintegrationandutilizationoftype,usethebestmodeltocreateconsistentwiththetargetcustomerspsychologicaldemandofproductsandservices,tohelpcustomersformorcompletesomeinnerdesireExperience,thuscreatingtheeconomicbenefitsofexperiencemarketingvalue.
Keywords:
Experiencemarketingmodeofexperiencemarketingpsychologicaldemands
1.Experiencemarketing:
humanizationofmodernmarketingmodel
Schmidt,aColumbiaUniversitygraduateschoolofbusinessprofessorfirstexperiencemarketingisputforwardIdea,hethoughttheexperiencemarketingisfromaconsumer'ssensory,emotional,thinkingandactionAndtheassociatedfiveaspectstodefine,design,marketingwayofthinking.AndthetraditionalmarketingComparedtoexperiencemarketingbrokethroughthetraditionalmarketinginthehypothesisof"rationalconsumer"putawayFeeofconsumerbehaviorunderstandingforfusionofreasonandsensibility,thinkconsumersinthewholeExperienceintheprocessoffeeshouldbecomethemainstudyofconsumerbehaviorofenterprisesandbrandmanagementReferencebasis.
Fromtheperspectiveofconsumerpsychology,ispeopletotheenterpriseinthewholemarketingexperienceProvideconsumerswithsomeintheprocessofindividualcasesofpsychologicalfeeling,thisfeelingByaboveisbeyondgeneralexperienceandunderstandingoftheunique,wordscan'tdescribe,transientSexbetweendeeplymoved.Enterprisescancarefullystudytocreatesuchtouchedoftriggerpoint,fromMeetthedemandofconsumer'spersonality,andexperienceasakindofisdifferentfromtheproductsThevalueoftheservicecarrier,manufacturingexperience,salesexperience,createtheeconomicbenefitsofgoodvalue.Peoplethusaddnewmeaningtoexperiencemarketing,experiencemarketingistomeetconsumerSexualneedsasastartingpoint,toprovidevaluableandmeaningfultotheconsumerexperienceaspurpose,Forservicesandgoodsmedium,bymakingtheconsumerspsychologicallyandemotionallysatisfiedAndattractandretaincustomers,andthusachievethegoalofprofit.Thus,experienceMarketingisakindofhumanizedmodernmarketingmode,itreallyexperience,namelytheconsumerHeartcause"deeplymoved",giventheconnotationof"commodityvalue"andpintothecustomerSale,throughexperiencemakeconsumershaveanemotionalattachmenttothebrand,therebyboostingconsumersBrandloyalty.
2.Diversityofexperiencemarketingmodelanalysis
Enterpriseshall,intheprocessofexperiencemarketing,establishadiversifiedexperiencemarketingmodel,Innovationdesignexperience,appealtomeetconsumers'consumptionpsychology,fromvariousanglesReflectthevalueoftheexperiencemarketingeffect.BasedonthedifferentpsychologicaldemandsoftheconsumersPoints,summarizedtheexperiencemarketingmodetothefollowingcategories,canwanttobeabletogivethereaderahaveGoodreference:
Emotionalexperiencemode
Theso-calledemotionalexperience,itistopointtobypsychologicalcommunicationandemotionalcommunication,towincustomersTrustandfavor,thenexpandmarketshare,gainacompetitiveadvantageofanexperienceofthecampPinmode;OrreferstotheindividualandcollectivebycreatingemotionalproductsanduseofemotionalpromotionMeansofexchangetomeeteachotheraprocessofphysicalandemotionalneeds.ConsumersinThechooseandbuygoodsprocess,forthosewhoconformtothemind,andcanmeetthepracticalneedsatthesametimeTouchthesoulofproductsandserviceswillproducepositiveemotionsandfeelings,whichproducetheattachmentPlot,theplotcanenhancedesiretobuy,promotethepurchasebehavior.ThebodyoftheTestmarketingisseizedthebasispointsforconsumersemotionalconsumptionactivitiesThefactorsofchange,mastertheconsumerpsychologicalcharacteristics,tohaveinthemarketingactivitiesEffectofthepsychologicalapproach,stimulateconsumerpositive,positiveemotions,promotemarketingactivitiesSmoothly.
Theaestheticexperiencemode
Aestheticexperienceistocatertocustomersaesthetictemperamentandinterestasthegoaloftheexperiencemarketing,isaperceptionofstimulustomakethecustomerfeelthebeautifulenjoyment,excitementandsatisfaction,thepurposeofeffectivelyidentifyingmarketing.Whenacquiredcertaintomeetman'smaterialneeds,demandforthementalandspiritualwillpresenttherisingtrend,andthespiritualdemandisboundtoproducetothepursuitofbeauty,becauseonlythesatisfactionofaesthetics,beautysleepcansatisfypeopleheartafundamentalspiritdemand.Aslongascarefulobservation,wefindthat,nowmoreandmorepeoplebegantofocusontheaestheticwhenshoppingorthestateofmind.Whenconsumersshopping,notonlychoosetheusefunctionofgoods,buthopethatthroughbuyingaLenovo.Accordingtostatistics,intheconsumershoppingmallsorshoppinginthesupermarket,with70%ofpeopletobuybehaviorisunconscious,alotofconsumerbehaviorisforaestheticsatisfaction.Now,therearemanycompaniestoadoptthemarketingmode,makefulluseofthefactorofbeauty,beautyofstyleandthemeofbeautytocatertotheaestheticneedsofconsumers,increasetheaddedvalueofproducts,effortstobuildacampaestheticmarketingmagneticfieldtoattractmoreandmoreoftheunconsciousconsciouslyanddeliberatelyknowledgeforconsumerstobuytheproductsofthisenterprise.
Thesceneexperiencemode(atmosphere)
Society,thepressureofwork,studyandlifetomakealotofpeoplealwaysisinastateoftensionandpressuresuppression,peopledeepdesiretoseekakindofenvironmentoratmospheretoreleasethemood,relievestress,orexperiencesomethinghimselfloved,butatordinarytimesinlifetoobusytoenjoytheemotionalappealagain.Theatmosphereinsidepeoplethirstforeacharenotidentical,maystimulatetheboldandunrestrained,canalsobeslowandquiet.
Scene(atmosphere)experiencereferstothemarketingactivities,notinbusiness,accordingtocustomer'spsychologicaldemands,throughavarietyofmeansforcustomerstocreateanew,inthemoodtofullreleaseofthesceneoratmosphere,thusacquiringtheoverfloweffectofexperiencemarketingmodel.Goodatmospherewillbelikeamagnetfirmlytoattractcustomers,allowscustomerstoinnerpsychologicaldemandsarefullymet,thustheurbanized.Marketingwithscenarios(atmosphere)renderingistointentionallybuildtheatmospherethatmakethepersonghosttown,freshexperience.Theserviceespeciallyforcateringindustry.
Processexperiencemode
Asconsumerawarenessoftheincreasinglymature,consumersarenolongersatisfiedwithpassiveinducedbymerchantsandmanipulation,simplytobuyanduseproducts.Fordifferentconsumerpsychology(e.g.,interestintheirownproductionandproductdesignprocess,thequalityofproductquality,deepentheunderstandingoftheproduct,reflecttheindividualvalueandenjoypleasureinvolvedintheprocess,etc.),moreandmorepeopletotheprocessofconsumptionexperienceproducedstronginterest.Theyareeagertoexperiencetheproductoftheproduction,processingandmachiningprocess.Someevenwanttoparticipateinproductdesignprocess,makeourproductsreflecttheirownpersonalityandideas.Manycompanieshaveadoptedtheexperiencemarketingmodel,acarefulstudythisaspectofthepsychologicaldemandsofconsumerslookingforimpressconsumers,toresonatewithconsumersproductsorservices,effortstoachievetheirmarketinggoals.
Culturalcognitiveexperiencemodel
Culturalcognitiveexperiencemodelaimedatthecharacteristicsofenterpriseproductcharacteristicsandpsychologicaldemandsofthecustomers,inthemarketingactivitiesoftheuseofculture,establishanewproduct---culturalneeds.Consumerexperience,ofthisnewproductisactuallyapasstoconsumercultureknowledgeeducation,onceintotheconsumers'mind,consumerswillbeverywillingtoaccept,andusethemforlongperiods,thevitalityofenterprisesandproductswillbesaved.Here,theloyaltyofconsumerbehaviorthroughthemodeofeducationisrealized.
Lifestyleexperiencemodel
Lifestyleexperiencemodereferstosatisfytheconsumersenjoythedifferentwayoflife,differentliferoleasthegoalofexperiencemarketingmodel,toacertainextent,canalsobesolutionforroleexperiencemodel.Differentpeopledifferentwayoflife,somepeopleliketoseekforadventureandchallenge,somepeoplethepursuitoffreedom,somepeoplethepursuitofluxuryhonourable,alsosomepeoplelikeinsipidcomfortandsoon.Butwhetherthatway,reflectsthepeopleliveapsychologicaldemands,oppositeakindofattitudetolife,alsoreflectedthepeopleyearningforacertaingoalandpursuit.Withtheimprovementof
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