情感营销外文文献翻译最新译文

文献出处：R Kim. The study of emotional marketing [J]. Fashion business, 2015, 17(1): 1-12.

原文

The study of emotional marketing

R Kim

Abstract

With the continuous development of economy, the simple and less attractive traditional marketing will gradually lose market initiative, changing people's consumption concept and consumption level, to purchase goods in addition to satisfy the living needs, more meet the psychological needs, from simple consumer consciousness sublimation to spiritual satisfaction. Many companies will not be able to realize this, only to give the traditional marketing means such as price, discount, to cope with the market, after a period of practice, there is no persuasive marketing not win the favor of consumers, the market situation is bad. This requires enterprise actively guide the consumer to consume, content and change the traditional marketing way, meet the emotional needs of the consumers, make consumers pay more attention to enterprise brand, form a loyal customer base.

Keywords: advertising, emotional marketing, consumers

1 Introduction

Outlook from the market, in addition to do a simple development market of marketing and sales products, but also pay more attention to customers, and customers to establish good relations of cooperation, and maintain a satisfactory long-term cooperation on both sides, not only to make products into the market, more let consumers to accept its impression penetrate into the brain. Consumers need to multi-functional, durable, quality guarantee, grade of products, and more consumers are demanding products can give a person a sense of beauty and the western culture, can be combined with the practical, decorative, and artistic, appreciation is an organic whole. As a result, significant changes have taken place in marketing theory and practice, and gave birth to some new marketing concept and the method. So, great changes have taken place in marketing theory and practice, some new marketing

concept and method. In this standard is higher and higher, brand competition is increasingly fierce economic era, the use of reasonable and appropriate marketing strategy, is more important. Previous enterprise marketing strategy is based on population, age, class, income, geographical, occupational factors such as custom, now in the custom mode cannot completely meet the requirement of market development, market strategy, marketing theory and methods must use emotion as the foundation, according to the special environment of different markets and consumer requirement to implement the corresponding marketing strategy.

2 The emotional marketing related research

Ayers, striking the importance of the emotion is summarized as:

The emotion is so important, because if we don't have emotions, so everything else is not important. No emotional creatures have no reason to live, also have no reason to commit suicide. Emotion is the content of life...Emotion is an important link and contact us with their adhesive...Objectively speaking, the emotion is important because, if not from emotional ling mirror to look at, many human behavior is not rational.

Ayers (Elster) pointed out that, when the museums, opera house, sports facilities such as finally able to provide the public with emotional experience, spending money on these devices is worth it.

The concept of emotional marketing is how origin? Originally is the American professor Barry fig will "emotional" marketing theory is introduced, he thinks the image and the emotion is the most important part of the marketing industry is to promote the product strength. The United States promoting king Joe?Mr Dole fu once said "emotional work 98% of the sales job, the remaining 2% is understanding of the product".

In 2004, the AMA (American marketing association) to modify the definition of "marketing", the latest is defined as: "marketing fully embodies the organization function of personal, relationship to the interests of the organization itself and stakeholders to create, spread, and transfer customer value, customer relationship management of a complex process.

DE Barcelona (Barsade) pointed out that when individuals into groups, he quickly surrounded by the mood of the other members of the group. Walter (Walter) and Bruch (Bruch) also mentioned that due to the emotions Shared mechanism and attract similar effects, when individuals in the group to express emotions and will soon be infected with other members of the group, and the mood will continue to pass down, they have this kind of phenomenon vividly metaphor for spiral effect, for similar groups and mutual relationship quality is good, the effect is strengthened obviously.

Compared the current understanding of the marketing of 20 years ago AMA - marketing is to plan and execute the continuity of the work, work on goods, services, and creative conception, pricing, promotion and distribution, create conform to the exchange process of individual and organizational objectives. A new definition of basic in the interests of the consumers, emphasizing the "relationship" and "emotion" influence activities the important role in the market.

3 The emotional needs of the consumers

In marketing activities, a good advertising creative, from form to content that the target customer will produce irresistible temptation. Emotional advertising is to attract the attention of consumers, the effect of changing consumer attitudes of the heart, stimulate consumer demand for products and services, induce consumers to produce purchasing motivation, promote the formation of purchasing behavior.

"Emotional" often in advertising and marketing as a kind of life experience, it is often used to summarize evaluation some real or imagined event, behavior and quality are correct or not, and therefore caused by all kinds of psychological or physiological response. Now think the emotion contains a person's real inner world, emotional expression is true self. In a sense, the emotion is real, because people reveal emotions and what they care about are closely linked. Psychology thinks human emotion is the stimulating effect of the physical, natural and social environment, so the feelings also can be formed in the excited state of continuous, emotion, from calm to the excitement is the process of the main body cause and external cause mutual influence and change.

Consumer demand for the material actually contains a lot of his emotional needs in it. Such as why some expensive brand him, he in fact and there is no difference with other products? Why to buy it spend this money? Because he is very like this brand, respect for the brand, because consumers are flesh and blood after all, a person with feelings. Members from the consumer behavior, consumers just a part of the division of labor system, the members to use circuitous utility to realize the division of labor, cooperation with others, in order to satisfy the demands of individual psychology, the personalized interaction process. Members there is a strong emotion in the process of the whole consumption demand, only rely on the features of the product cannot meet this requirement, the satisfaction of members or not, also depends on the consumption in the process of a kind of psychological experience. No matter who he is, no matter what type of shopping way, regardless of the size of the amount of shopping, hope to get a good service and respect to shopping process. Consumers may also have been arrogant salesman coldness of experience, the feeling is very bad, today a seller's market to a buyer's market has become the finalize the design, the consumer to occupy the dominant position of the highlands, demand will also be increased as the quality of service.

The emotional needs of the consumers including the following aspects:

First, the need to trust. Psychological research shows that consumers' income and loss of the same unit have different feelings. Therefore, the majority of consumers in the process of buying the product there is a risk aversion. Consumer is buying the process of risk aversion.

Second, respect the needs of the. In the process of consumption of consumer desire to be taken seriously, the same businessman also hope to get social identity of her accomplishments. If you often go shopping center, each salesman friendly and you said you will make you feel very comfortable .People tend to often go to restaurants, food tastes is one aspect, the experience of old customers can also are concerned. So the merchants and consumers are willing to establish a relatively stable long-term business relationship, so both sides mutual understanding, build trust, there will be more the effectiveness of the new and old customers.

4 The fusion of emotional marketing and advertising

In the mid - 1980 - s, European and American scholars on the definition of emotional marketing refers to the enterprises pursue a lasting connection, this connection is the customer feel is so valuable, feel they are so concerned about, so that they will go all out loyalty to the enterprise. Emotional marketing through emotion packing, emotion promotion, emotion design, emotion word of mouth, emotional advertising strategy as a core business such as the enterprise the management goal.

In the emotional consumption life, consumers purchase intention is not the quantity of how many quality high and low price, buy goods value instead of short-term or long-term emotional satisfaction, of psychological recognition. Emotional marketing from emotional arousal consumer psychological resonance arouses the emotional needs of the consumers, emotional marketing than traditional marketing methods.

If advertising to consumers of a particular point of view, at the right moment, into an art form, position, and the reasonable use of effective means to strengthen the propaganda of the brand, highlighting its unique emotional colors, can quickly open the hearts of consumers, win the trust of consumers, so as to succeed. For example, bell telephone emotional advertising in the United States.

In the evening, in the kitchen, an old couple, the man in reading the newspaper, the old lady is cooking dinner, the telephone rang, next to the old man made the old lady to answer the phone. After you come back. The old man asked "who's it for? “Calling "daughter”.“What’s the matter?" "No". The man surprised: "ok. Thousands of calling?" The old lady sobbed, "She said she loved us." Suddenly speechless. Two people excited. Here a narrator: "use telephone transfer your love! The bell telephone. Telephone cable. Affection is infinite.

Advertising is by influencing the consumer's psychology and selling of goods and services, make consumers interested in corresponding products and services and the mutual trust between the mutual supports of the business, leading to the buying behavior of the production. Because everyone has a reason for living, hoping to prove

his worth and the rationality of the existence, advertising creative is also of its own survival value thought, inspection Chad and the rationality of the existence of make public, not just confirmed that the art of their own, at the same time is also a kind of scientific theory, the scientific theory is not only promoted the dynamic mechanism of economic development, but also confirmed the existence of the benign development of human history.

5 Conclusion

Marketing is not only a simple development market and sell their products, and more attention with the customer that is satisfactory for both establishing and maintaining a long-term relationship, not only to make products into the market, but also integrated into the consumer's mind. Enterprise established the new strategy of "guiding consumption, create demand" thought, the traditional passive "to adapt to the demand for" thought on the shelf, set up the induction of consumer marketing concept. That the enterprise is regarded as a life of an organism has emotions marketing concept, it can meet the emotional marketing "products and consumer emotional resonance, induce consumers' needs," the idea. This requires enterprises actively guide the consumer to consume, content and change the traditional marketing way, meet the emotional needs of the consumers, make consumers pay more attention to enterprise brand, form a loyal customer base.

译文

情感营销研究

摘要

随着经济的不断发展，那些简单而缺少吸引力的传统营销手段将会渐渐丧失市场的主动权,人们的消费观念和消费水平不断变化,购买商品除了满足生活所需,更为了满足心理需要,从单纯的消费意识升华到精神满足。许多公司不能够认识到这点,单纯以降价、折扣、赠送等传统的营销手段来应对市场,经过一段时间的实践,毫无说服力的营销手段根本博取不了消费者的青睐,市场情况可想而知的糟糕。这就需要企业主动积极的引导消费者进行消费,改变传统的营销内容和方式,满足消费者的情感需求,使得消费者更加关注企业品牌,形成忠诚的客户群体。

关键词:广告，情感营销，消费者

1引言

从市场前景看来,营销除了做到简单的开发市场和销售产品,还要更多的关注客户,与客户建立良好的合作关系,并保持双方都满意的长期合作关系,不仅要让产品打入市场,更要让消费者接受其印象能深入脑中。消费者需要多功能、耐用、质量、品位保证的产品,而更多消费者要求产品能给人相当的美感和文化底蕴,可以结合实用、装饰、艺术、欣赏为一体。因此,营销理论和实践发生了重大变化,于是诞生了一些新的营销观念和方法。如此,营销理论和实践发生了重大变化,一些新的营销观念和方法油然而生。在这个标准越来越高,品牌竞争越来越激烈的经济时代,使用合理和适当的营销策略,更加显得尤为重要。以往的企业市场策略是依据人口、年龄、阶级、收入、地理、职业等因素来定制的,现如今此种定制方式以不能完全适应市场发展的要求,市场的策略、营销的理论和方法必须运用情感为基础,根据不同市场的特殊环境和消费要求来实施相应的营销策略。

2情感营销的相关研究

艾尔斯特引人注目的把情感的重要性总结为:

情感是如此重要,因为如果我们没有情感,那么其他的一切都不重要了。没有情感的生物没有理由生存,同样也没有理由自杀。情感就是生活的内容…情感是联系我们和他们的重要纽带和黏合剂…客观地说,情感之所以重要,是因为如果不从情感的凌镜来观察,人类的许多行为都是不理智的。

艾尔斯特(Lester)指出,当博物馆、歌剧院、运动设施等最终能够为公众提供情感体验时,花在这些设备上的资金才是值得的。

情感营销的概念是怎么由来的呢?最初是美国的巴里费戈教授将"情感"引入营销理论,他认为形象与情感是营销行业中最重要的部分,是推销产品的力量源泉。美国推销大王乔?坎多尔福曾经说过"情感工作占推销工作98%,剩下的2%部分才是对产品的了解"。

2004年,AMA(美国市场营销协会)对"市场营销"的定义进行修改后,最新的定义为:"市场营销充分体现个人的组织职能,关系到组织自身及利益相关的利益中去创造、传播、传递客户价值,管理客户关系的一种复杂过程。

巴萨德(Barsade)指出,当个体进入群体时,他会迅速被群体其他成员的情绪所