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产品命名的最终目的是要诱发人们的购买行为,而人们的购买行为的产生往往是与情感的激发联系在一起的。情感冲动愈强烈,购买的欲望与行为愈易产生。因此,产品命名必须注重情感,使消费者的感觉、情绪进入到产品名称所蕴含的情感中去,并且使消费者由情感的萌发潜移默化走向契合,促成购买行为的实现。 诱发情感的命名,就是动用感情,以情催人,以情动人,以情诱人,增强产品的吸引力,促进产品销售,提高企业知名度和树立企业形象的一种有效方法。中国人向来以“重感情”著称于世,“买卖不在人情在”就说明对“情”之看重。产品命名的感情力量直接关系到产品销售的实际效果,因而诱发情感的命名成为当今产品的一种怀柔韬略。其主要方法有:
The ultimate goal of product naming is to induce people’s purchasing behavior, and people’s purchasing behavior is often associated with the emotional stimulus. The stronger the emotional impulse, the more likely the purchase of desire and behavior. Therefore, the product naming must pay attention to the emotion, make the consumer’s feeling and emotion enter the emotion contained in the product name, and make the consumer subtly move from the germination of the emotion to the fit, and promote the realization of the purchasing behavior. Induced emotional naming, that is, the use of feelings, intimidating, moving with emotion, seductive, enhance the attractiveness of products, promote product sales, improve corporate reputation and establish an effective corporate image. Chinese people have always been known as “heavy feelings”, and “buying or selling is not at the mercy” shows the value of “love”. The emotional power of product naming is directly related to the actual effect of product sales, thus inducing emotional naming becomes a kind of Huairou strategy in today’s products. The main methods are: