赢得顾客的情感热键

• 作 者: 向卫东
• 出 处: 企业改革与管理
• 发表日期: 2004年期
• 关键词: 顾客忠诚度 情感营销 消费者购买行为 南方黑芝麻糊 热键 情感需要 经营哲学 消费心理 理性诉求 目标市场

从理性消费时代到感性消费时代,人们的消费行为和消费心理也有了质的飞跃:再也不为手表的走时准确与否而担忧,再也不为服装的结实与否而思量,情感需求的满足几乎成了影响消费者购买行为的第一选项。正如美国未来学家约翰·奈比斯特所预言:“未来社会正向着高技术与高情感平衡方

From the era of rational consumption to the era of perceptual consumption, people's consumer behavior and consumer psychology have also made a qualitative leap: no longer worry about the accuracy of the watch's travel time, no longer no consideration for the sturdiness of clothing, emotional needs Satisfaction has almost become the first option affecting consumer buying behavior. As the U.S. futurologist John Nibster predicted: "The future society is moving toward a balance between high technology and high emotion