情感营销策略分析.docVIP

摘要 中国的市场经济经历了高速发展，无论是产品和广告的层面，还是市场和消费者的层面，特别是金融等政策层面都发生了巨大的变化。市场个行业临着越来越激烈的市场竞争，并且发现已经很难细分他们的产品和服务。而消费者在物质极大丰富的现代社会，也不再满足于单纯购买产品，所以传统的营销方式已经很难吸引顾客了，从而情感营销应运而生。情感营销使得重点放在顾客的体验上，而不是单纯的诉求产品的性能和效益，在结合情感营销下，使得产品不仅要销到终端，而却要销到每一位的客户的脑海中，把产品和情感挂钩起来，创造与客户的良好关系，以“情”感动客户，以“情”赢得市场。 关键词 情感营销 营销策略 情感因素 Abstract Tutor: Lin Kuan (Doctor) Author’s name: Liao Zhenyu Dept.of Economy and Management, Huizhou University, Huizhou Post Code: 516007 Chinas market economy experienced rapid development, whether products and advertising level, or the market and consumers levels, especially financial policies plane has changed a lot. Industry is becoming more and more in the market competition in the market, and has been difficult to find their products and services segment. And consumers in a material plenty of modern society, and also no longer content with buying commodity products, so the traditional marketing way has been difficult to attract customers, and emotional marketing arises at the historic moment. Emotion makes emphasis on customer marketing experience, not just appeal product performance and efficiency, in combination with emotional marketing, make product not only to sell to the terminal, and will sell to each customers mind, the products and emotional hook up and create good relationship with customer, with the emotion moved customers, with the emotion win the market. Keywords Relationship marketing Marketing strategy Emotional factors 目录 TOC \o 1-3 \h \z \u 1前言 1 2 情感营销策略分析 2 2.1情感取代概念的营销策略 2 2.2.体验取代广告的营销策略 2 2.3价值取代价格的营销策略 2 2.4员工取代顾客的营销策略 3 3 情感营销策略在实际行业中的运用 3 3.1 LG冰淇淋手机的营销策略 3 3.2福建老字号创区域竞争优势——走情感营销之路 4 3.3 MY LOVE信用卡情感营销的演绎 4 3.4联想THINKPAD票选灵感情感营销的魅力 4 4情感营销策略运用中存在的不足和缺点 5 4.1情感营销的过程中可能会产生情感的消极效应 5 4.2 在情感营销的过程中忽略对情感营销赋予情感价值 5 4.3情感营销的过程中所使用的语言，形象，背景不够细腻动人 5 4.4 在追求产品情感的过程中忽略产品的功能利益 6 5对情感营销出现的问题提出建议 6 5.1在情感营销过程中要充分运用情感的积极效应 6 5.2通过情感营销策略赋予产品某种特殊的情感附加值 6 5.3以充满情感的语言、形象和背景气氛作用于消费者的需求。 7 5.4功能性利益与情