从占有式生存到体验式生存——心理营销范式解读  

From Possession to Experience:A Paradigm of Psychological Marketing

作　　者：贾利军[1] 李晏墅[2] 

机构地区：[1]华东师范大学商学院,上海200241 [2]南京师范大学商学院,江苏南京210097

出　　处：《经济管理》2011年第9期114-121,共8页Business and Management Journal ( BMJ )

基　　金：国家社科基金青年项目"提升大学生就业能力的理论与实证研究"(10CJY018)

摘　　要：工业文明达到巅峰之后,人类的生存图景从占有式生存向体验式生存转换。生存图景的转换赋予了营销全新的发展方向:心理营销。心理营销是关注商品之于人类内心体验的营销范式,它发轫于人类物质生存的符号化倾向,以镜像生存和艺术化生存为两维终极指向。镜像生存是现实物质化生存的数字化、网络化;艺术化生存则是人类更高层面的审美意义上的生存体验。As industrial civilization reached its peak, the living pattern of human beings has switched from possession to experience, which has opened a brand new possibility for marketing： the paradigm of psychological marketing. Taking its shape from the symbolization tendency in the material life, the concept concerns user experience of commodities and is developing towards the two-dimensional ultimate point known as mirror living and artistic living. The former one refers to the digital and networked material reality ; and the latter one indicates a higher - level aesthetic sense of life experience.

关 键 词：占有式生存 体验式生存 心理营销 

分 类 号：F713.5[经济管理—市场营销]