情感营销外文文献翻译最新译文.docx

情感营销外文文献翻译最新译文.docx

《情感营销外文文献翻译最新译文.docx》由会员分享，可在线阅读，更多相关《情感营销外文文献翻译最新译文.docx（7页珍藏版）》请在冰豆网上搜索。

情感营销外文文献翻译最新译文

文献出处：

RKim.Thestudyofemotionalmarketing[J].Fashionbusiness,2015,17

（1）:

1-12.

原文

Thestudyofemotionalmarketing

RKim

Abstract

Withthecontinuousdevelopmentofeconomy,thesimpleandlessattractivetraditionalmarketingwillgraduallylosemarketinitiative,changingpeople'sconsumptionconceptandconsumptionlevel,topurchasegoodsinadditiontosatisfythelivingneeds,moremeetthepsychologicalneeds,fromsimpleconsumerconsciousnesssublimationtospiritualsatisfaction.Manycompanieswillnotbeabletorealizethis,onlytogivethetraditionalmarketingmeanssuchasprice,discount,tocopewiththemarket,afteraperiodofpractice,thereisnopersuasivemarketingnotwinthefavorofconsumers,themarketsituationisbad.Thisrequiresenterpriseactivelyguidetheconsumertoconsume,contentandchangethetraditionalmarketingway,meettheemotionalneedsoftheconsumers,makeconsumerspaymoreattentiontoenterprisebrand,formaloyalcustomerbase.

Keywords:

advertising,emotionalmarketing,consumers

1Introduction

Outlookfromthemarket,inadditiontodoasimpledevelopmentmarketofmarketingandsalesproducts,butalsopaymoreattentiontocustomers,andcustomerstoestablishgoodrelationsofcooperation,andmaintainasatisfactorylong-termcooperationonbothsides,notonlytomakeproductsintothemarket,moreletconsumerstoacceptitsimpressionpenetrateintothebrain.Consumersneedtomulti-functional,durable,qualityguarantee,gradeofproducts,andmoreconsumersaredemandingproductscangiveapersonasenseofbeautyandthewesternculture,canbecombinedwiththepractical,decorative,andartistic,appreciationisanorganicwhole.Asaresult,significantchangeshavetakenplaceinmarketingtheoryandpractice,andgavebirthtosomenewmarketingconceptandthemethod.So,greatchangeshavetakenplaceinmarketingtheoryandpractice,somenewmarketingconceptandmethod.Inthisstandardishigherandhigher,brandcompetitionisincreasinglyfierceeconomicera,theuseofreasonableandappropriatemarketingstrategy,ismoreimportant.Previousenterprisemarketingstrategyisbasedonpopulation,age,class,income,geographical,occupationalfactorssuchascustom,nowinthecustommodecannotcompletelymeettherequirementofmarketdevelopment,marketstrategy,marketingtheoryandmethodsmustuseemotionasthefoundation,accordingtothespecialenvironmentofdifferentmarketsandconsumerrequirementtoimplementthecorrespondingmarketingstrategy.

2Theemotionalmarketingrelatedresearch

Ayers,strikingtheimportanceoftheemotionissummarizedas:

Theemotionissoimportant,becauseifwedon'thaveemotions,soeverythingelseisnotimportant.Noemotionalcreatureshavenoreasontolive,alsohavenoreasontocommitsuicide.Emotionisthecontentoflife...Emotionisanimportantlinkandcontactuswiththeiradhesive...Objectivelyspeaking,theemotionisimportantbecause,ifnotfromemotionallingmirrortolookat,manyhumanbehaviorisnotrational.

Ayers（Elster）pointedoutthat,whenthemuseums,operahouse,sportsfacilitiessuchasfinallyabletoprovidethepublicwithemotionalexperience,spendingmoneyonthesedevicesisworthit.

Theconceptofemotionalmarketingishoworigin?

OriginallyistheAmericanprofessorBarryfigwill"emotional"marketingtheoryisintroduced,hethinkstheimageandtheemotionisthemostimportantpartofthemarketingindustryistopromotetheproductstrength.TheUnitedStatespromotingkingJoe?

MrDolefuoncesaid"emotionalwork98%ofthesalesjob,theremaining2%isunderstandingoftheproduct".

In2004,theAMA（Americanmarketingassociation）tomodifythedefinitionof"marketing",thelatestisdefinedas:

"marketingfullyembodiestheorganizationfunctionofpersonal,relationshiptotheinterestsoftheorganizationitselfandstakeholderstocreate,spread,andtransfercustomervalue,customerrelationshipmanagementofacomplexprocess.

DEBarcelona（Barsade）pointedoutthatwhenindividualsintogroups,hequicklysurroundedbythemoodoftheothermembersofthegroup.Walter（Walter）andBruch（Bruch）alsomentionedthatduetotheemotionsSharedmechanismandattractsimilareffects,whenindividualsinthegrouptoexpressemotionsandwillsoonbeinfectedwithothermembersofthegroup,andthemoodwillcontinuetopassdown,theyhavethiskindofphenomenonvividlymetaphorforspiraleffect,forsimilargroupsandmutualrelationshipqualityisgood,theeffectisstrengthenedobviously.

Comparedthecurrentunderstandingofthemarketingof20yearsagoAMA-marketingistoplanandexecutethecontinuityofthework,workongoods,services,andcreativeconception,pricing,promotionanddistribution,createconformtotheexchangeprocessofindividualandorganizationalobjectives.Anewdefinitionofbasicintheinterestsoftheconsumers,emphasizingthe"relationship"and"emotion"influenceactivitiestheimportantroleinthemarket.

3Theemotionalneedsoftheconsumers

Inmarketingactivities,agoodadvertisingcreative,fromformtocontentthatthetargetcustomerwillproduceirresistibletemptation.Emotionaladvertisingistoattracttheattentionofconsumers,theeffectofchangingconsumerattitudesoftheheart,stimulateconsumerdemandforproductsandservices,induceconsumerstoproducepurchasingmotivation,promotetheformationofpurchasingbehavior.

"Emotional"ofteninadvertisingandmarketingasakindoflifeexperience,itisoftenusedtosummarizeevaluationsomerealorimaginedevent,behaviorandqualityarecorrectornot,andthereforecausedbyallkindsofpsychologicalorphysiologicalresponse.Nowthinktheemotioncontainsaperson'srealinnerworld,emotionalexpressionistrueself.Inasense,theemotionisreal,becausepeoplerevealemotionsandwhattheycareaboutarecloselylinked.Psychologythinkshumanemotionisthestimulatingeffectofthephysical,naturalandsocialenvironment,sothefeelingsalsocanbeformedintheexcitedstateofcontinuous,emotion,fromcalmtotheexcitementistheprocessofthemainbodycauseandexternalcausemutualinfluenceandchange.

Consumerdemandforthematerialactuallycontainsalotofhisemotionalneedsinit.Suchaswhysomeexpensivebrandhim,heinfactandthereisnodifferencewithotherproducts?

Whytobuyitspendthismoney?

Becauseheisverylikethisbrand,respectforthebrand,becauseconsumersarefleshandbloodafterall,apersonwithfeelings.Membersfromtheconsumerbehavior,consumersjustapartofthedivisionoflaborsystem,thememberstousecircuitousutilitytorealizethedivisionoflabor,cooperationwithothers,inordertosatisfythedemandsofindividualpsychology,thepersonalizedinteractionprocess.Membersthereisastrongemotionintheprocessofthewholeconsumptiondemand,onlyrelyonthefeaturesoftheproductcannotmeetthisrequirement,thesatisfactionofmembersornot,alsodependsontheconsumptionintheprocessofakindofpsychologicalexperience.Nomatterwhoheis,nomatterwhattypeofshoppingway,regardlessofthesizeoftheamountofshopping,hopetogetagoodserviceandrespecttoshoppingprocess.Consumersmayalsohavebeenarrogantsalesmancoldnessofexperience,thefeelingisverybad,todayaseller'smarkettoabuyer'smarkethasbecomethefinalizethedesign,theconsumertooccupythedominantpositionofthehighlands,demandwillalsobeincreasedasthequalityofservice.

Theemotionalneedsoftheconsumersincludingthefollowingaspects:

First,theneedtotrust.Psychologicalresearchshowsthatconsumers'incomeandlossofthesameunithavedifferentfeelings.Therefore,themajorityofconsumersintheprocessofbuyingtheproductthereisariskaversion.Consumerisbuyingtheprocessofriskaversion.

Second,respecttheneedsofthe.Intheprocessofconsumptionofconsumerdesiretobetakenseriously,thesamebusinessmanalsohopetogetsocialidentityofheraccomplishments.Ifyouoftengoshoppingcenter,eachsalesmanfriendlyandyousaidyouwillmakeyoufeelverycomfortable.Peopletendtooftengotorestaurants,foodtastesisoneaspect,theexperienceofoldcustomerscanalsoareconcerned.Sothemerchantsandconsumersarewillingtoestablisharelativelystablelong-termbusinessrelationship,sobothsidesmutualunderstanding,buildtrust,therewillbemoretheeffectivenessofthenewandoldcustomers.

4Thefusionofemotionalmarketingandadvertising

Inthemid-1980-s,EuropeanandAmericanscholarsonthedefinitionofemotionalmarketingreferstotheenterprisespursuealastingconnection,thisconnectionisthecustomerfeelissovaluable,feeltheyaresoconcernedabout,sothattheywillgoalloutloyaltytotheenterprise.Emotionalmarketingthroughemotionpacking,emotionpromotion,emotiondesign,emotionwordofmouth,emotionaladvertisingstrategyasacorebusinesssuchastheenterprisethemanagementgoal.

Intheemotionalconsumptionlife,consumerspurchaseintentionisnotthequantityofhowmanyqualityhighandlowprice,buygoodsvalueinsteadofshort-termorlong-termemotionalsatisfaction,ofpsychologicalrecognition.Emotionalmarketingfromemotionalarousalconsumerpsychologicalresonancearousestheemotionalneedsoftheconsumers,emotionalmarketingthantraditionalmarketingmethods.

Ifadvertisingtoconsumersofaparticularpointofview,attherightmoment,intoanartform,position,andthereasonableuseofeffectivemeanstostrengthenthepropagandaofthebrand,highlightingitsuniqueemotionalcolors,canquicklyopentheheartsofconsumers,