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科学技术的发展使得产品同质化越来越严重,而服务更容易被模仿,由此品牌要实现个性化和差异化变得越来越难,在此形势下消费者心理方面的需求就成为影响购买行为、消费行为的主要因素。与此相对应,企业营销应该重视顾客心理需求的分析和研究,挖掘出有价值的营销机会,并进行产品的品位、形象、个性、感性等方面的塑造,营造出与目标顾客心理需求相一致的心理属性,此谓“体验营销”。体验营销是指企业通过采用让目标顾客观摩、聆听、尝试、试用等方式,使其亲身体验企业提供的产品或服务,让顾客实际感知产品或服务的品质或性能,从而促使顾客认
The development of science and technology makes the product more and more serious homogeneity, but the service is more likely to be imitated, and thus the brand to achieve personalized and differentiated become more and more difficult, in this situation, consumer psychology needs become Affect the purchase behavior, the main factor of consumer behavior. Correspondingly, corporate marketing should pay attention to the analysis and research of psychological needs of customers, dig out valuable marketing opportunities and shape the product’s taste, image, personality and sensibility so as to be consistent with the psychological needs of target customers The psychological attributes, this is called “experience marketing ”. Experiential marketing refers to the way in which an enterprise observes, listens, tries, or tries a target customer to experience the products or services provided by the enterprise so that the customer can actually perceive the quality or performance of the product or service, thereby prompting the customer to recognize