浅谈情调营销的机遇与挑战  

Discussion about Opportunities and Challenges of Emotional Appeal Marketing

作　　者：温韬[1] 

机构地区：[1]大连大学经济管理学院,辽宁大连116622

出　　处：《商业经济》2014年第16期55-56,71,共3页Business & Economy

基　　金：辽宁省教育厅科学技术研究项目:基于情调营销的品牌活化机理研究(L2013486)

摘　　要：情调营销即以情调为卖点的营销。进入感性经济时代,情调营销得到了各行各业的广泛关注。目前,企业的情调营销除了要面临三大机遇之外,同时还要面临三个方面的主要挑战,即实体店大幅减少,快餐文化盛行,过度细分化的市场等方面。面对挑战,企业应保持稳定的价值观,应以情调为卖点进行有效的跨界营销;在情调营销的实施中,企业除了要运用鲜活的视觉语言、听觉语言,还要运用新奇的嗅觉语言、味觉语言、触觉语言,并令五种语言相互配合、彼此呼应,只有这样最终才能达到"2+3〉5"的情调体验效果。Emotional appeal marketing focuses on people＇s sentiments and has caught the attention of all sectors since we enter the age of perceptual economy. Besides three opportunities, currently marketing by emotional appeal is challenged with three major aspects including drastically decreasing number of shops, popularity of fast-food culture, and excessive market divisions. Businesses should keep its values and launch cross-sector marketing, focusing on people＇s sentiments. While carrying out emotional appeal marketing, product or service providers should harness synergy of five senses, in specific, visual, acoustic, smelling, and touching, to produce the best results arousing customer＇s emotions.

关 键 词：感性经济时代 情调营销 机遇与挑战 建议 

分 类 号：F713.5[经济管理—市场营销]