摘要
在感性消费时代,如何让自己的产品脱颖而出是很多企业所思考的问题。色彩营销作为一种新的营销策略,不仅能让企业的产品在市场竞争中展示出巨大的促销作用,还能助推企业在激烈的市场竞争中赢得制高点。文章以感性消费时代的到来作为切入点,简要分析了色彩营销的兴起和发展,提出了以消费者的心理诉求和情感共鸣为核心的企业色彩营销策略,并从合理运用色彩树立独特企业品牌形象、改善商业环境、把握流行趋势、了解竞争对手、分析消费者需求、鼓励创新等六个方面重点阐述了色彩营销的应用策略。
In the age of perceptual consumption, how to make your products stand out from others is the problem that enterprises are thinking about. Color marketing, as a new marketing strategy, can not only let the products show great promotion effects in market competition, hut also boost enterprises to seize the commanding heights in the fierce market competition. Based on the arrival of the age of perceptual consumption as a starting point, this paper briefly analyzes the formation and development of color marketing, and introduces the enterprise color marketing strategies centered on consumer psychological appeals and e- motional resonances, and describes the application strategies in the aspects of establishing the unique enterprise brand image with reasonable use of colors, improving the business environment, grasping the popular trend, understanding competitors, analyzing consumer demands, and encouraging innovations.
出处
《企业经济》
北大核心
2012年第11期65-67,共3页
Enterprise Economy
基金
义乌市2010年科技计划项目“企业色彩营销战略研究”(批准号:10-3-28)
关键词
感性消费时代
企业
色彩营销
策略
the age of perceptual consumption
enterprises
color marketing
strategy
