A new possibility- a more accurate insight into the consumers to develop more effective marketing communication strategy.docVIP

 PAGE \* MERGEFORMAT 19 A new possibility: a more accurate insight into the consumers to develop more effective marketing communication strategy Effective marketing communication is inseparable from accurate consumer insight, but it comes to consumer insights, many people are used to ‘parrot’ from cultural anthropology, social psychology, life knowledge of the angle of analysis. This article is not intentionally subvert the above practices, but to try to explore the establishment of a product associated with the consumer insight into the model, from a consumer needs (psychological, purpose) and information search (act, process) in two dimensions starting to define the product characteristics; and then for a given product features, insight into consumer reaction to different characteristics of the product and interaction, thereby to formulate appropriate communication strategy. Hope that this model and approach can develop more effective communication strategy for a new revelation. In dealing with the convenience of Benwensuoyin cases are taken from Guangzhou Blue creative advertising agency. Type of consumer information search and demand for 1, consumer information search and identification of products that can be Understanding of consumer information search process, and for the development of proper communication strategy has a crucial role, because the understanding of consumer information search process is to provide the dissemination of information and influence consumer decision-making of the most basic stage. The purpose of consumer information search for the intrinsic quality of the product, value and function of identification and distinction to make in order to make the right purchasing decision. Consumers on product quality, value and function of observation and identification of the extent of its information search capabilities and information search cost function. Consumer’s information search capabilities depend on: (1) The consumer’s level