情感营销外文文献翻译最新译文.docx
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情感营销外文文献翻译最新译文.docx
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情感营销外文文献翻译最新译文
文献出处:
RKim.Thestudyofemotionalmarketing[J].Fashionbusiness,2015,17
(1):
1-12.
原文
Thestudyofemotionalmarketing
RKim
Abstract
Withthecontinuousdevelopmentofeconomy,thesimpleandlessattractivetraditionalmarketingwillgraduallylosemarketinitiative,changingpeople'sconsumptionconceptandconsumptionlevel,topurchasegoodsinadditiontosatisfythelivingneeds,moremeetthepsychologicalneeds,fromsimpleconsumerconsciousnesssublimationtospiritualsatisfaction.Manycompanieswillnotbeabletorealizethis,onlytogivethetraditionalmarketingmeanssuchasprice,discount,tocopewiththemarket,afteraperiodofpractice,thereisnopersuasivemarketingnotwinthefavorofconsumers,themarketsituationisbad.Thisrequiresenterpriseactivelyguidetheconsumertoconsume,contentandchangethetraditionalmarketingway,meettheemotionalneedsoftheconsumers,makeconsumerspaymoreattentiontoenterprisebrand,formaloyalcustomerbase.
Keywords:
advertising,emotionalmarketing,consumers
1Introduction
Outlookfromthemarket,inadditiontodoasimpledevelopmentmarketofmarketingandsalesproducts,butalsopaymoreattentiontocustomers,andcustomerstoestablishgoodrelationsofcooperation,andmaintainasatisfactorylong-termcooperationonbothsides,notonlytomakeproductsintothemarket,moreletconsumerstoacceptitsimpressionpenetrateintothebrain.Consumersneedtomulti-functional,durable,qualityguarantee,gradeofproducts,andmoreconsumersaredemandingproductscangiveapersonasenseofbeautyandthewesternculture,canbecombinedwiththepractical,decorative,andartistic,appreciationisanorganicwhole.Asaresult,significantchangeshavetakenplaceinmarketingtheoryandpractice,andgavebirthtosomenewmarketingconceptandthemethod.So,greatchangeshavetakenplaceinmarketingtheoryandpractice,somenewmarketingconceptandmethod.Inthisstandardishigherandhigher,brandcompetitionisincreasinglyfierceeconomicera,theuseofreasonableandappropriatemarketingstrategy,ismoreimportant.Previousenterprisemarketingstrategyisbasedonpopulation,age,class,income,geographical,occupationalfactorssuchascustom,nowinthecustommodecannotcompletelymeettherequirementofmarketdevelopment,marketstrategy,marketingtheoryandmethodsmustuseemotionasthefoundation,accordingtothespecialenvironmentofdifferentmarketsandconsumerrequirementtoimplementthecorrespondingmarketingstrategy.
2Theemotionalmarketingrelatedresearch
Ayers,strikingtheimportanceoftheemotionissummarizedas:
Theemotionissoimportant,becauseifwedon'thaveemotions,soeverythingelseisnotimportant.Noemotionalcreatureshavenoreasontolive,alsohavenoreasontocommitsuicide.Emotionisthecontentoflife...Emotionisanimportantlinkandcontactuswiththeiradhesive...Objectivelyspeaking,theemotionisimportantbecause,ifnotfromemotionallingmirrortolookat,manyhumanbehaviorisnotrational.
Ayers(Elster)pointedoutthat,whenthemuseums,operahouse,sportsfacilitiessuchasfinallyabletoprovidethepublicwithemotionalexperience,spendingmoneyonthesedevicesisworthit.
Theconceptofemotionalmarketingishoworigin?
OriginallyistheAmericanprofessorBarryfigwill"emotional"marketingtheoryisintroduced,hethinkstheimageandtheemotionisthemostimportantpartofthemarketingindustryistopromotetheproductstrength.TheUnitedStatespromotingkingJoe?
MrDolefuoncesaid"emotionalwork98%ofthesalesjob,theremaining2%isunderstandingoftheproduct".
In2004,theAMA(Americanmarketingassociation)tomodifythedefinitionof"marketing",thelatestisdefinedas:
"marketingfullyembodiestheorganizationfunctionofpersonal,relationshiptotheinterestsoftheorganizationitselfandstakeholderstocreate,spread,andtransfercustomervalue,customerrelationshipmanagementofacomplexprocess.
DEBarcelona(Barsade)pointedoutthatwhenindividualsintogroups,hequicklysurroundedbythemoodoftheothermembersofthegroup.Walter(Walter)andBruch(Bruch)alsomentionedthatduetotheemotionsSharedmechanismandattractsimilareffects,whenindividualsinthegrouptoexpressemotionsandwillsoonbeinfectedwithothermembersofthegroup,andthemoodwillcontinuetopassdown,theyhavethiskindofphenomenonvividlymetaphorforspiraleffect,forsimilargroupsandmutualrelationshipqualityisgood,theeffectisstrengthenedobviously.
Comparedthecurrentunderstandingofthemarketingof20yearsagoAMA-marketingistoplanandexecutethecontinuityofthework,workongoods,services,andcreativeconception,pricing,promotionanddistribution,createconformtotheexchangeprocessofindividualandorganizationalobjectives.Anewdefinitionofbasicintheinterestsoftheconsumers,emphasizingthe"relationship"and"emotion"influenceactivitiestheimportantroleinthemarket.
3Theemotionalneedsoftheconsumers
Inmarketingactivities,agoodadvertisingcreative,fromformtocontentthatthetargetcustomerwillproduceirresistibletemptation.Emotionaladvertisingistoattracttheattentionofconsumers,theeffectofchangingconsumerattitudesoftheheart,stimulateconsumerdemandforproductsandservices,induceconsumerstoproducepurchasingmotivation,promotetheformationofpurchasingbehavior.
"Emotional"ofteninadvertisingandmarketingasakindoflifeexperience,itisoftenusedtosummarizeevaluationsomerealorimaginedevent,behaviorandqualityarecorrectornot,andthereforecausedbyallkindsofpsychologicalorphysiologicalresponse.Nowthinktheemotioncontainsaperson'srealinnerworld,emotionalexpressionistrueself.Inasense,theemotionisreal,becausepeoplerevealemotionsandwhattheycareaboutarecloselylinked.Psychologythinkshumanemotionisthestimulatingeffectofthephysical,naturalandsocialenvironment,sothefeelingsalsocanbeformedintheexcitedstateofcontinuous,emotion,fromcalmtotheexcitementistheprocessofthemainbodycauseandexternalcausemutualinfluenceandchange.
Consumerdemandforthematerialactuallycontainsalotofhisemotionalneedsinit.Suchaswhysomeexpensivebrandhim,heinfactandthereisnodifferencewithotherproducts?
Whytobuyitspendthismoney?
Becauseheisverylikethisbrand,respectforthebrand,becauseconsumersarefleshandbloodafterall,apersonwithfeelings.Membersfromtheconsumerbehavior,consumersjustapartofthedivisionoflaborsystem,thememberstousecircuitousutilitytorealizethedivisionoflabor,cooperationwithothers,inordertosatisfythedemandsofindividualpsychology,thepersonalizedinteractionprocess.Membersthereisastrongemotionintheprocessofthewholeconsumptiondemand,onlyrelyonthefeaturesoftheproductcannotmeetthisrequirement,thesatisfactionofmembersornot,alsodependsontheconsumptionintheprocessofakindofpsychologicalexperience.Nomatterwhoheis,nomatterwhattypeofshoppingway,regardlessofthesizeoftheamountofshopping,hopetogetagoodserviceandrespecttoshoppingprocess.Consumersmayalsohavebeenarrogantsalesmancoldnessofexperience,thefeelingisverybad,todayaseller'smarkettoabuyer'smarkethasbecomethefinalizethedesign,theconsumertooccupythedominantpositionofthehighlands,demandwillalsobeincreasedasthequalityofservice.
Theemotionalneedsoftheconsumersincludingthefollowingaspects:
First,theneedtotrust.Psychologicalresearchshowsthatconsumers'incomeandlossofthesameunithavedifferentfeelings.Therefore,themajorityofconsumersintheprocessofbuyingtheproductthereisariskaversion.Consumerisbuyingtheprocessofriskaversion.
Second,respecttheneedsofthe.Intheprocessofconsumptionofconsumerdesiretobetakenseriously,thesamebusinessmanalsohopetogetsocialidentityofheraccomplishments.Ifyouoftengoshoppingcenter,eachsalesmanfriendlyandyousaidyouwillmakeyoufeelverycomfortable.Peopletendtooftengotorestaurants,foodtastesisoneaspect,theexperienceofoldcustomerscanalsoareconcerned.Sothemerchantsandconsumersarewillingtoestablisharelativelystablelong-termbusinessrelationship,sobothsidesmutualunderstanding,buildtrust,therewillbemoretheeffectivenessofthenewandoldcustomers.
4Thefusionofemotionalmarketingandadvertising
Inthemid-1980-s,EuropeanandAmericanscholarsonthedefinitionofemotionalmarketingreferstotheenterprisespursuealastingconnection,thisconnectionisthecustomerfeelissovaluable,feeltheyaresoconcernedabout,sothattheywillgoalloutloyaltytotheenterprise.Emotionalmarketingthroughemotionpacking,emotionpromotion,emotiondesign,emotionwordofmouth,emotionaladvertisingstrategyasacorebusinesssuchastheenterprisethemanagementgoal.
Intheemotionalconsumptionlife,consumerspurchaseintentionisnotthequantityofhowmanyqualityhighandlowprice,buygoodsvalueinsteadofshort-termorlong-termemotionalsatisfaction,ofpsychologicalrecognition.Emotionalmarketingfromemotionalarousalconsumerpsychologicalresonancearousestheemotionalneedsoftheconsumers,emotionalmarketingthantraditionalmarketingmethods.
Ifadvertisingtoconsumersofaparticularpointofview,attherightmoment,intoanartform,position,andthereasonableuseofeffectivemeanstostrengthenthepropagandaofthebrand,highlightingitsuniqueemotionalcolors,canquicklyopentheheartsofconsumers,
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