洞察消费者心理 设计让产品自营销——自营销在白酒产品设计开发中的应用与研究

Insight into Consumer Psychology, Design for Product Self Marketing

白酒营销是个永恒的课题,回顾一下传统白酒产品做营销的流程。以前是先做设计、再做研发、然后上线发布、最后交给运营来推广。但这种方法在今天失效的原因是什么?因为产品本身没有说话的能力。所以要改变这种思想,要用一种新的方法,叫做把"营销前置"。把处在链条最末端的营销放到第一步,在产品设计的时候就考虑到营销,当带着这种思维去做事的时候,产品就会具备营销的能力。本文分析白酒现状及特性,研究消费者心理,如何对应消费者心理,有的放矢,从多角度、多方面阐述如何通过设计开发具有竞争力、可以自营销的白酒产品。

Liquor marketing is an eternal subject,review the marketing process of traditional liquor products.Before doing the design,and then do research and development,and then released online,and finally handed over to the operation to promote.But what is the reason for this failure today?Because the product itself has no ability to speak.Therefore,to change this idea,we should use a new method,called"marketing front".Take the marketing at the end of the chain as the first step,and take marketing into account when designing the product.When you take this kind of thinking to do things,the product will have the ability to sell.This article analyzes the present situation and characteristics of liquor,consumer psychology,consumer psychology to corresponding,targeted,from various angles and aspects elaborated how through the design of open competitive and self marketing of liquor products.