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消费者的需求和行为变化,要求品牌不只是通过营销战役去拉动消费者对品牌和产品的喜爱和购买,更多的是在产品体验的价值链和营销价值链,不断增加与消费者的感情连接。有一种消费者,他们不愿意被当成“受众”来对待,借由社交媒体和移动终端,他们的在线对话更为大胆而创新,分享着自己的产品体验和心得,从住房到汽车到食品再到其他领域,覆盖了经济的方方面面。他们说得的一句话,都有可能在某一时刻成为主流趋势。这样的群体,有一个新兴的词汇来恰当描述——“Sellsumers(销售型消费者)”。自2009年起,社交和移动的爆
Changes in consumer demand and behavior require that brands not only drive consumers’ love and purchase of brands and products through marketing campaigns, but also experience the value chain and marketing value chain in products and continuously increase their feelings with consumers connection. There is a kind of consumers who are not willing to be treated as “Audience ”. With social media and mobile devices, their online conversations are more daring and innovative, sharing their own product experiences and experiences, from housing to cars to Food to other areas, covering all aspects of the economy. What they say is likely to become a mainstream trend at some point. Such groups, there is a new vocabulary to properly describe - “Sellsumers (sales of consumers) ”. Since 2009, social and mobile explosion