浅析卡特彼勒七夕情感营销策略  

A Brief Analysis of Caterpillar's Emotion Marketing Strategy on the QIXI Festival

作　　者：何昞 

机构地区：[1]广西柳工机械股份有限公司

出　　处：《工程机械》2018年第6期58-61,共4页Construction Machinery and Equipment

摘　　要：工程机械行业的"硬汉"——卡特彼勒打破了行业内逢节必有优惠和折扣模式,七夕营销策略拟人化的产品宣传方式改变了顾客对工程机械的冰冷、坚硬的既定形象,微信互动活动在一定程度上引起消费者的情感共鸣。通过做有温度和情感的品牌,卡特彼勒探索了新的品牌营销方式,为只能通过价格战或是蹭节日热度的工程机械品牌营销提供了新的营销方向,不仅增进了与用户的感情,拉进了距离,还提升了品牌亲和力。在此,选取卡特彼勒的七夕营销举措进行分享,希望给经营管理人员以启示,让工程机械企业在今后的节日营销活动中有更多的斩获。Caterpillar Inc as a "tough guy' in the construction equipment industry and market has broken the mode of the industry that each festival should have something favorable or in discount to the customers. Caterpillar's marketing strategy is making use of the QIXI festival with personification in its products advertisement, which has changed the customers hard and stiff set-image about the construction equipment, and this type of Microsoft mutual communication does in some degree cause customers resonance in emotion and sentiment therefor. Through manufacturing products and brands with warmth and emotion there-involved, Caterpillar Inc has investigated into a new marketing mode for its product brands, thus operating through a new way and orientation to sell pieces of the equipment beyond the outdated rule where they had to perform a price struggle or to use warmth of the holidays only to deal with the commodity. Caterpillar's new activity does not only enhance emotions with the customers but also get a closer position with them, besides upgrading the brands affinity and fame. Here and now you can choose and share Caterpillar's tips for marketing during the QIXI festival,expecting that can open the mind of our marketing and managing fellows, to harvest more market shares for their construction equipment enterprises along with their marketing activities during festivals to come.

关 键 词：节日营销 工业品 七夕 卡特彼勒 

分 类 号：F274[经济管理—企业管理] F416.4[经济管理—国民经济]