基于心理学视角的卷烟体验营销模式探究

On the Experience Marketing Mode of Cigarette from Psychological Perspective

烟草作为一种特殊的消费品,因其销售模式和消费受限等多重因素的影响,其消费体验模式也必定有所不同。本文力求还原消费体验最本质的心理属性,从卷烟消费的知情意的心理过程、需要和机动的驱动方式、情绪情感的影响因素、社会心理的发展规律以及马斯洛需要层次理论等方面,研究卷烟消费体验模式。同时,从实现烟民与非烟民集体利益最大化的角度,提出以"双保护、双维护"理念为指导,找到烟草企业开展消费体验营销的切入点和落脚点,推进卷烟零售终端和卷烟消费环境建设.

As a special consumer product,the experience pattern of tobacco consumption is also different due to multiple factors such as sales mode and consumption restriction. This article tries to restore the most essential psychological properties of the consumption experience,from the psychological process of the knowledge of cigarette consumption,the driving mode of needs and maneuvers,the influencing factors of emotional emotion,the law of social psychology development and the theory of Maslow’s need level,to study the model of cigarette consumption experience. At the same time,from the point of realizing the maximization of the collective interests of the smokers and non-smokers,we put forward the idea of"double protection and double maintenance"as the guidance to find the breakthrough point and the foothold of the tobacco enterprises to carry out the consumption experience marketing,and promote the construction of the cigarette retail terminal and the cigarette consumption environment.