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门窗品牌情感营销非万金油 要有优质产品做支撑

  • 发布日期: 2018-11-08

在门窗消费市场,情感营销是众多企业常用的一种营销手段,也是最容易打动消费者的营销方式之一。不少慧眼独具的企业将品牌形象与“幸福”、“生活”以及“家庭”联系在一起,充分利用家居与生活的联系进行营销活动,从而牵住了消费者的情感,扣住了消费者的心。然而,“情感”营销并不是万金油,再好的营销模式也需要用优质的产品做支撑,“情感”营销只有落到实地才能让品牌推广事半功倍。
 
In the door and window consumer market, emotional marketing is a common marketing method used by many enterprises, and it is also one of the marketing methods that most easily impress consumers. Many smart-eyed enterprises associate brand image with happiness, life and family, make full use of the connection between home and life to carry out marketing activities, thus holding consumers'emotions and hearts. However, the "emotional" marketing is not a golden oil, and the best marketing model also needs to be supported by high-quality products. Only when the "emotional" marketing falls on the ground can the brand promotion get twice the result with half the effort.
 
 
 
“情感”营销需要落到实地
 
Emotional marketing needs to fall to the ground.
 
 
 
“情感牌”营销似乎是不少门窗品牌营销趋势,这其中的关联不难理解,毕竟门窗和家紧密联系在一起,对家的情感很容易投射到家中使用的一物一件,因此品牌也正是抓住了这种消费心理,重点在打“情感牌”上用力,然而这也成为一个值得讨论的现象,在如此多的品牌开始讨论“幸福”、“生活”以及“家庭”时,消费者是否还会被打动。同时这些“情感”是不是成为了漂浮纸张和宣传中的词语,一个品牌打“情感牌”的营销法往往需要落到实地。
 
"Emotional brand" marketing seems to be a trend of many door and window brand marketing, which is not difficult to understand. After all, doors and windows are closely linked with home, and the emotions of home can easily be projected to one thing at home, so the brand is also seizing this consumer psychology, focusing on playing "emotional card", however. It has also become a phenomenon worth discussing. Whether consumers will be moved when so many brands start discussing "happiness", "life" and "family". At the same time, whether these "emotions" have become words in floating paper and propaganda, a brand playing "emotional card" marketing methods often need to fall to the ground.
 
 
 
用优质的产品做支撑是关键
 
Supporting quality products is the key.
 
 
 
“只有概念,没有产品支持,其实这样的营销意义不大,目前很多走情怀路线的营销会有这样的问题。”企业在利用营销成功吸引受众之后,如何将之转化为对品牌的理解与支持,关键还在于产品的品质是否能对营销的概念进行匹配。“如果你想打情感牌,那么对于父母来说门窗的价值是什么,对于孩子来说成长需要什么门窗,这些才是最初就该被认真考虑的。”
 
"Only concepts, no product support, in fact, such marketing is of little significance. At present, many emotional marketing routes will have such problems." After the successful use of marketing to attract audiences, how to translate it into the understanding and support of the brand, the key lies in whether the quality of the product can match the concept of marketing. "If you want to play emotional cards, what are the values of doors and windows for parents and what are the doors and windows for children to grow up, these are the first things that should be seriously considered."
 
 
 
不要让“情感牌”成为万金油
 
Don't let the "emotional card" become golden oil.
 
 
 
据业内人士分析,如果产品上不能完全支撑情感牌的概念,却仍旧在大谈特谈这种理念,往往就透露出品牌产品定位的模糊,说白了就是这款产品到底给谁用,并不清楚,因此“情感牌”成了万金油,无论谁用,总是一家人,这个总没错。
 
According to industry analysis, if the product can not fully support the concept of emotional brand, but still talk about this concept, often reveals the vagueness of the brand product positioning, which is to say, the product is for whom, it is not clear, therefore, "emotional brand" has become a golden oil, no matter who uses it, it is always a family. This is always true.
 
 
 
明确的针对性才是产品确立、营销概念确立的前提,否则无法获取目标受众的诉求,因此也只能泛泛地去进行情感营销,“品牌应该对生活有所理解,然后定位,这是品牌方需要想清楚的,不同的群体有共性,也有差异化,门窗其实是为这些共性和差异化定位的产品。”
 
Clear pertinence is the premise of product establishment and marketing concept establishment. Otherwise, it is impossible to obtain the demands of the target audience. Therefore, emotional marketing can only be carried out extensively. "Brand should have an understanding of life, and then positioning, which is what the brand side needs to think clearly. Different groups have similarities and differences. Windows are actually products for these commonalities and differences.
 
 
 
由于消费观念的变化和消费水平的提高,人们购买门窗等商品不单纯是为了满足生活的基本需求,而且还需要获得精神上的享受。只有在打“情感牌”的同时又确保有优质的产品输出,方能让情感营销的影响发挥积极作用,也更多层次地满足当代消费者的生活需求。
 
Because of the change of consumption concept and the improvement of consumption level, people buy goods such as doors and windows not only to meet the basic needs of life, but also to get spiritual enjoyment. Only by playing "emotional card" while ensuring high quality product output, can the influence of emotional marketing play a positive role, and also more levels to meet the needs of contemporary consumers.


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