基于消费者心理模型的营销策略分析

心理模型对消费者的购买决策影响巨大。基于心理模型下的模糊营销,应依据消费者所处场合,匹配性宣传产品,适当性投放产品以建立和顺应模糊心理模型;隐喻心理模型则是依据消费者的心理去塑造商品形象,明确企业的核心竞争力和核心创意,并实践企业的核心创意;潜意识心理模型是依据消费者潜意识的趋同效应、环境效应和促销等购买动因来制定营销策略,从而有利于企业根据不同的心理模型制定相应的营销策略,在激烈的市场竞争中顺应消费者心理,促进消费者做出积极的购买决策。

Marketing Strategy Analysis Based on Consumer Mental Models

Mental models exert great influence on consumer purchase decisions. Fussy marketing based on mental models is to publicize and launch products according to the occasions where consumers are in, so as to set up and comply with fussy mental models. Metaphor mental models are used in shaping the image of products based on consumer psychology by defining the core competitiveness and core o-riginality and practicing the core originality. By using subconscious models, marketing strategies are made according to the convergence effect of consumer subconsciousness, environment effect and sales promotion. Enterprises could make marketing strategies based on dif-ferent mental models in an effort to comply with consumer psychology in the severe market competition, helping consumers make willing purchase decisions.