Emotional marketing is based on the emotional needs of consumers, stimulating and arousing the emotional needs of consumers, inducing consumers to sing in their hearts, integrating emotions into marketing, and making emotional marketing win ruthless competition. In the era of emotional consumption, consumers pay attention not to quantity, quality and price, but to emotional satisfaction and psychological recognition.
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The role of emotional marketing
(A) Emotional marketing can create a better marketing environment.
Marketing environment can bring threats and opportunities to enterprises. The marketing environment restricts the survival and development of enterprises. Enterprises should attach importance to using and creating a good marketing environment. Traditional marketing methods focus on the commodity exchange relationship between enterprises and consumers, and enterprise marketing is often linked to the use value of consumers and the profits of enterprises, so it is difficult for consumers to be fully satisfied.
With the arrival of the era of emotional consumption, consumer behavior has changed from rationality to sensibility, and consumers pay more attention to the environment, atmosphere and beauty when shopping, pursuing taste, demanding comfort and seeking enjoyment. Emotional marketing not only attaches importance to the establishment of the buying and selling relationship between enterprises and consumers, but also emphasizes the emotional communication between them. Therefore, it is very important for enterprises to build a warm, harmonious and emotional marketing environment, which is very important for enterprises to establish a good image, establish good interpersonal relationships and achieve long-term goals.
(B) Emotional marketing can improve consumer brand loyalty
With the increasingly fierce market competition, whether there are excellent brands has become an important factor in the success or failure of enterprise competition. A good brand can establish customer preference and attract more brand loyalists. However, besides excellent product quality, perfect product market adaptability and marketing promotion strategy, the establishment of brand loyalty is closely related to consumers' psychological factors to a great extent. Emotional marketing is based on attacking the heart, establishing customers' loyalty to corporate brands on the emotional basis, satisfying customers' emotional needs, making them psychologically recognized, thus generating preferences and forming a loyal customer base that does not buy corporate brands.
(3) Emotional marketing is a powerful weapon to defeat competitors.
The market is like a battlefield, and the market competition is as fierce and ruthless as the battle on the battlefield. The essence of market competition is to compete with peers for customers. In order to compete for customers, in addition to paying attention to high quality, novel packaging and fair price, it is more important to implement emotional marketing. Only by loving customers, being sincere, respectful and trusting, and taking care of customers everywhere can we win customers' goodwill and trust; Through high-quality service, we will continuously improve the reputation of enterprises and establish a good image of enterprises. In this way, enterprises are bound to win in the market competition.
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Under different market supply and demand conditions, consumers' requirements for products are not exactly the same. Generally speaking, when the supply of goods is in short supply, people pay more attention to its basic utility to meet physiological needs, and often have no time to take into account the requirements of other functions of the products; When supply exceeds demand, people begin to pay more attention to the degree to which products meet psychological needs, while paying less attention to other functions of products. The greater the contradiction between supply and demand.