基于多感官整合理念下品牌体验营销的探讨
Exploration of brand experience marketing based on the concept of multi sensory integration
季芳1
作者信息
- 1. 福建船政交通职业学院, 福建 福州 350007
- 折叠
摘要
多感官整合理念是将视觉、听觉、味觉、嗅觉、触感相互连接,唤起消费者情绪、情感体验.品牌的多感官表达,有助于弥补单一感官的吸引力不足,让消费者对品牌更加信任,从而促进产品的销售.本文结合实际案例剖析"多感官"整合在品牌体验营销中的应用,并提出多感官体验营销模式.旨在让企业意识到多感官体验发展趋势,为企业品牌体验营销提供一些建议.
Abstract
The concept of multi-sensory integration is to connect visual,auditory,taste,olfactory,and tactile senses to evoke consumer emotions and emotional experiences.The multi sensory expression of a brand helps to compensate for the lack of appeal of a single sensory,increase consumer trust in the brand,and thus promote product sales.This article analyzes the application of"multi sensory"integration in brand experience marketing based on practical cases,and proposes a multi sensory experience marketing model.The aim is to make enterprises aware of the development trend of multi sensory experience and provide some suggestions for enterprise brand experience marketing.
关键词
多感官/整合/品牌体验Key words
multi sensory/integration/brand experience引用本文复制引用
基金项目
福建省教育厅终身教育研究课题(2020)(ZS20145)
出版年
2024
NETL
NSTL
万方数据