体验经济背景下情感营销策略研究

Research on the Model of Emotion Marketing Under Experience Economy Terms

本文认为,情感营销即企业的营销活动情感化,是将"情感"这根主线贯穿于营销活动的全过程;情感营销不仅可以加速产品成名,而且可以增强产品的竞争力;情感营销的主要功能有:塑造顾客对品牌的情感认同,激发员工创新的动力,提升产品品牌的认知度,帮助企业准确把握客户心态;情感营销组合策略主要包括情感产品策略、情感定价策略、情感沟通策略、情感服务策略等。

Emotion Marketing is a new marketing concept arising from the experiencing economy times, namely emotionize enterprises＂ marketing activities and with this mainline ＂emotion＂ running through the entire proceeding of marketing activities. Making use of emotion marketing can not only enrich connotation of the product, accelerate becoming famous of the product but also strengthen combat effectiveness in competition. This paper defines the concept of emotion marketing and other related concepts compared to the traditional marketing, explain the function, combined factors and unique characters of the emotion marketing. At the same time, by analyzing the change of consuming conditions, consumer requirement, the paper provides an emotion marketing strategy model on the position of the emotionproduction, emotion-price, emotioncommunication and emotion-service with cases of enterprises systemically.