时尚消费中情感走向及营销对策  

Emotion Trend in Fashion Consumption and Marketing Countermeasures

作　　者：王便芳[1] 

机构地区：[1]郑州轻工业学院经济与管理学院,河南郑州450011

出　　处：《经济经纬》2006年第5期120-122,共3页Economic Survey

摘　　要：时尚消费是大众消费中最具生命力、最有情感因素参与的消费形式。如何从营销情感心理学发生的角度理性地寻找出相应的对策,这是当前营销心理学的一个盲点。作者试从时尚消费的发生、时尚消费中情感心理特点、时尚消费中情感维度及其营销对策与控制方面进行多角度的探讨分析。Fashion consumption is the consumption which has the strongest vitality and the participation of emotion factors. How to find corresponding countermeasures rationally from the perspective of marketing emotion psychology is a blank area in marketing psychology. The author tries to make a multi - angle exploration and analysis of the occurrence of fashion consumption, the characteristics of emotion psychology in fashion consumption, the emotion dimensions in fashion consumption and its marketing countermeasures.

关 键 词：营销心理学 时尚消费 营销对策 

分 类 号：F713.50[经济管理—市场营销]