基于听觉偏好的感官品牌塑造研究

发布时间：2018-04-08 09:01

本文选题：感官营销　切入点：声觉选择　出处：《品牌研究》2016年01期

【摘要】：将感官体验融入品牌塑造的营销模式逐渐被引起重视,五感的相互作用能对品牌构建起到协同效应,但相关研究却很缺乏,其中顾客的声觉选择性注意受到了企业界和学术界越来越多的关注。有鉴于此,本文对国外相关文献进行了两个方面的梳理:首先从不同性别、文化、年龄背景下顾客感知的品牌构建层面;其次构建了顾客购买行为动因与声觉元素关系图。最后指出了现有研究的不足以及未来研究的方向,为感官营销后续的研究提供启示。
[Abstract]:The marketing model of integrating sensory experience into brand building has been paid more and more attention. The interaction of five senses can play a synergistic effect on brand building, but the related research is very scarce.Among them, more and more attention has been paid to the selective attention of customers in business and academia.In view of this, this paper has carried on the combing of two aspects to the foreign related literature: first, from the different gender, the culture, the age background customer perception brand construction stratification stratification plane; secondly has constructed the customer purchase behavior motivation and the sound perception element correlation chart.Finally, it points out the deficiency of the present research and the direction of the future research, which provides enlightenment for the further study of sensory marketing.
【作者单位】：上海对外经贸大学工商管理学院;恒源祥集团有限公司;华东师范大学商学院;
【基金】：国家自然科学基金项目 (71002067) 上海哲学社会科学规划一般课题“基于商业模式创新视角的平台型企业发展战略的理论与实证研究”(2014BGL015) 上海高峰高原学科项目资助
【分类号】：F273.2;F274

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