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论文左侧装订渤海大学学士学位论文
题目:基于消费者心理的广告策略研究
【内容摘要】
广告是伴随着商品经济发展起来的一种信息传播形式,它充斥于每一个角落,并渗透到人们生活的各个方面。通过广告宣传向消费者传递商品的特性,加强消费者对商品的认知、注意、记忆、联想、想象等心理印象,使消费者在众多的商品中选择自己的商品。广告的创作和实施同样需要充分重视对消费者心理活动的规律与特点的研究,并将其联结起来,增强广告的表现力、吸引力、感染力和诱导力,有效发挥广告的认知、诱导、便利、教育和促销的心理效果,完成企业品牌形象的建立和营销目标的达成。
本文的研究对象是企业如何应用消费者心理和广告进行营销,通过消费者心理和广告的研究,找出之间的相关关系、特点,更好的为营销方案的制定提供支持。本文借鉴先进的营销方法,结合实际案例中的成功方法,在现有研究基础上进行创新性研究。本文第二部分阐述消费者心理和广告的概念和关系,了解消费者心理和广告的发展和状况;第三部分分析了广告对消费者及竞争者的影响,和广告定位活动中的消费心理;第四部分阐述消费者心理和广告在营销活动中的表现,结合市场营销“4P”进行策略分析;第五部分通过具体分析,总结出消费者心理和广告的若干建议。
【关键词】消费者心理营销策略广告至于低端
A Study on Advertising Strategies Based on Consumer Psychology
【Abstract】
Advertising is panied by a modity economy, the form of information dissemination, it filled in every corner, and rated into every aspect of people's lives. Advertising products to consumers through the characteristics of products to enhance consumer awareness, attention, memory, association, imagination and other psychological impression, so that consumers in modities to choose their own products. Adcreation and implementation also need full attention on the consumer motivation and characteristics of the law, and their association together, and enhance the performance of ads force attraction and inducement, effectively advertising awareness, induced , convenience, education and promotion of the psychological effect, completed the establishment of brand image and marketing objectives to reach.
Object of this paper is the application of business of marketing consumer psychology and advertising, through consumer psychology and advertising research to identify the correlation between, features, and better for the marketing program development support. This learns advanced marketing methods, combined with the ess of the actual case method, based on existing research and innovative research. In the second part elaborates the consumer psychology and advertising concepts and relationships, to understand consumer psychology and