Marketing: emotional marketing in the era of emotional consumption

Core tip: Marketing Master Philip Kohler said in his discussion on "sales", Starbucks is not selling coffee, it is leisure; Ferrari is not selling sports cars, it is selling a kind of crazy driving pleasure and nobility; Rolex is not selling watches, it is luxury feeling and confidence Hilton is not selling hotels, it is comfortable and reassuring In response to this point of view, some coating people commented in the microblog: "in fact, the original intention of people using coating is that it is decorative It should be said that what brother sells is not paint, but beauty." To sum up the above cases, in fact, it mainly Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint House News: Philip Kohler, a marketing master, talked about "sales" that Starbucks is not selling coffee, but leisure; Ferrari is not selling sports cars, but a kind of driving pleasure and nobility that are almost crazy; Rolex is not selling watches, but luxury feelings and confidence Hilton is not selling hotels, but comfort and peace of mind In response to this point of view, some coating people commented in the microblog: "in fact, the original intention of people using coating is that it is decorative It should be said that what brother sells is not paint, but beauty." Summing up the above cases, in fact, it mainly describes one kind of marketing, namely emotional marketing The so-called emotional marketing refers to the emotional marketing core of the enterprise brand marketing strategy, which takes the personal emotional differences and needs of consumers as the strategy, and realizes the enterprise's business objectives by means of emotional packaging, emotional promotion, emotional advertising, emotional reputation, emotional design and other strategies With the improvement of people's living standards, the society has entered the era of emotional consumption As a new trend of marketing concept development, emotional marketing has not only been applied in the coating industry, but also will be brilliant The application of emotional marketing in coating industry emotional marketing has been applied in coating industry for a long time, but it is rarely described and summarized systematically Emotional marketing is mainly reflected in the following aspects: first, with the help of culture, culture comes from emotion Culture is the sum and accumulation of material civilization and spiritual civilization With the change of people's consumption concept and the improvement of material living standard, consumers no longer simply pursue material demand, but pay more attention to psychological and emotional satisfaction, and consumption behavior gradually precipitates into a consumption culture Sankeshu's emotional marketing with the help of culture is a classic case in the industry Taking "creating a healthy life" as the mission of the enterprise, three trees pursues the core values of "integrity, responsibility, learning, implementation and excellence", advocates the sharing concept of "from society to society", and forms a comprehensive and complete cultural system In an interview, Hong Jie, chairman of the board of directors of three trees, said: "what we sell is not paint, but culture!" Second, emotional needs and fashion trends As mentioned before, today's consumers not only purchase to meet material needs, but also pursue psychological and emotional satisfaction The development trend of an era has an important impact on people's consumption concept In the coating industry, green, low-carbon, environmental protection has become an inevitable trend of development Under the influence of this concept, consumers' demand for environmental protection coatings has become extremely urgent Many coating enterprises have also launched "clean taste", "anti pollution", "energy saving", "zero formaldehyde" and other environmental protection coating products In addition, with the new generation of 80's and 90's becoming the main consumer in the market, the art coatings that meet their fashion and personality characteristics are gradually respected In fact, in these two phenomena, the purchase behavior of consumers is more driven by spiritual factors Consumers "buy not products, but trends, fashion and personality" The third is emotional needs and product taste art In the era of emotional consumption, people's purchase is not only determined by rational choice, but also by psychological and emotional factors, and the taste and art of products is an important one In China, the Chinese style is the main theme of the series of national color and natural flavor of Asian lacquer, and the advertising language is "let your home surpass the Tang Dynasty, keep good luck, beautiful magnificence, beautiful national color and natural flavor" The product packaging is elegant, trying to create a new feeling of wealth, health and beauty for consumers Emotion marketing of coatings industry is divided into five parts In the paint industry, emotional marketing has also been applied At present, the coating industry has made a large number of low-carbon environmental protection brands Therefore, taking the marketing of environmental protection coatings as an example, the application of emotional marketing in this area needs to be systematically and professionally operated from the following aspects First of all, we need to welcome and win the favor At present, there are many coating products launched in the name of environmental protection in the market, which dazzles consumers Although they are eager to buy low-carbon and environmental friendly healthy coatings, they are difficult to put into action due to lack of understanding and cognition Paint manufacturers should grasp the psychology of consumers, guide them, and help them to deepen their understanding of environmental protection coatings, so as to have a good impression on products Second, respond sincerely and win trust Due to the lack of understanding, consumers have many questions about the environmental protection coating products, so the coating business should give a sincere reply to win the trust of consumers At present, a lot of environmental protection coatings on the market have the suspicion of conceptual hype, which goes against the essence of emotional marketing Third, tap deep needs and give emotional sustenance When consumers purchase, some of them will have a clear consumption demand, and some of them are vague Therefore, the paint business should actively and patiently ask the customer's needs, keep close to the customer's purchasing psychology, give them emotional sustenance, and really push the paint products to the customer's heart Fourth, recommend products suitable for emotional sustenance The final purpose of demand mining is to recommend suitable products When the recommended products are close to the psychology and emotion of consumers, this way is more acceptable to consumers than direct marketing Fifthly, we should have confidence in the case and firm determination to purchase In the face of business promotion, consumers tend to be skeptical After determining the purchase demand of consumers, the sales personnel can help to eliminate consumers' doubts and identify their purchase determination through examples or on-site experience For example, on April 30 and Nth = "5" W: St = "on" year = "2012" > on May 1, two direct stores in Beijing launched the open sales mode, which challenged the appearance, smell, packaging, storage and other aspects of the coating, so as to let consumers consume in a clear and white way How to win the promotion of home building materials by the theme? 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