音乐营销的秘密

在企业发展过程中,创新的思维和策略才能获得长远的发展。因此,营销人员需要运用与时俱进的营销手段以确保满足消费者不断变化的需求。随着经济的发展、科技的进步和消费者生活水平的提高,消费者的购买行为开始发生变化,他(她)们的购买行为不仅仅受到产品本身的影响,还受到购买环境的影响。随之,突破传统营销手段的音乐营销逐渐进入营销人员的视线。一些研究发现,购买环境中的音乐因素对消费者购买行为的影响更胜于产品本身。这篇论文首先介绍了音乐的三个特性:一致性、广泛性和情感性;其次介绍了音乐营销的作用;最后对全文进行了总结。

The Secret of Music Marketing

In the process of enterprise development, innovative ideas and strategies can bring the long-term development. So marketers need to use the marketing tools to meet the changing needs of consumers with the change of time. With the development of economy, science and technology, and the improvement of people＇s liv- ing standard, consumers buying behaviors begin to change. Their buying behaviors are not only affected by the product itself, but also by buying environment. Therefore, music marketing which is breaking through traditional marketing tools gradually enters into the marketers＇ view. Some researches find that the influence of music in buying environment on buying behaviors is better than the product itself. Firstly, the paper introduces three char- acteristics of music： consistency, universality and emotion. Secondly, the paper shows the roles of music market-ing. Finally, the paper summarizes the full text.