【摘要】：正由于情緒所帶有的行動(dòng)感召力,以"情緒"定位建構(gòu)品牌形象,也將直接促進(jìn)品牌內(nèi)各類產(chǎn)品的銷售,進(jìn)而具有較強(qiáng)的銷售力。隨著社會(huì)文化的發(fā)展與消費(fèi)主體的演進(jìn),極易"情緒化"的年輕人成長(zhǎng)為新時(shí)期商品消費(fèi)的主力軍。同時(shí),"情緒"又是激發(fā)消費(fèi)者興趣、產(chǎn)生嘗試性購(gòu)買行為的重要?jiǎng)右�。被賦予了某類客群共有"情緒"標(biāo)簽的品牌,不僅在最大程度上迎合消費(fèi)群體的心理特征,具有行動(dòng)
[Abstract]:Because of the action appeal of emotion, constructing brand image by "emotion" position will also directly promote the sales of all kinds of products within the brand, and then have a strong sales power. With the development of social culture and the evolution of the main body of consumption, it is easy to "emotional" young people to grow into the main force of commodity consumption in the new period. At the same time, emotion is also an important motivation to stimulate consumer interest and produce tentative purchase behavior. A brand that has been given a common "emotional" label by a certain group of customers not only caters to the psychological characteristics of the consumer group to the maximum extent, but also has the characteristics of action.
【作者單位】： 中原文化藝術(shù)學(xué)院;
【分類號(hào)】：C912.6;F273.2

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