德芙巧克力的情感洞察管理（Emotional insight management of Dove chocolate）.docVIP

德芙巧克力的情感洞察管理（Emotional insight management of Dove chocolate） You cant deny chocolate, just like you cant refuse love.. The moving line came from a play by Meng Jinghui, the voice of a chocolate. This drama, which subtly links chocolate and love, is a crossover between art and commerce produced by the chocolate brand Dove. In fact, from the implantation of Du Lala promotion to the sponsorship of the arts dance performances, and then to join the Meng Jinghui team launched this drama, Dove has been keen to observe changes of consumers emotion and life, try to touch the consumer emotions and mind. Dove chocolate wants to bring More, Moments, More, Places, More, Smiles for all consumers lives, and thats the vision of our brand, too. Dove brand marketing director Wei Wei said. When it comes to the creative and production process of this customized play, Wei Wei admits, its challenging.. Custom play is a high form of cultural and commercial embrace, through the art form, and truly into the consumer mental space for communication, the script requirements are high. Wei Wei said, in terms of brand, in addition to the most basic means of advertising and product innovation, more important is how to understand the lives of consumers, to find more opportunities in the consumers life, to a deeper level of communication with consumers. 80~100 times the gap As the classic question has a good news and a bad news, which one do you want to hear? The good news is that Chinas chocolate market is growing at an annual rate of 10%~15%, with a market potential of 20 billion yuan (hopefully it wont always be potential ). Wei Wei said, the bad news is that in Europe, such as Holland, about the annual per capita consumption of chocolate in 12 kilograms, about 8 kilograms in the UK, the Chinese statistics per capita is between 100~200 grams, the middle was 80~100 times the gap. In any case, there is no conflict between preparing for the best and preparing for the worst. At present, the worlds to