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Jingdong book

情感营销:社交媒体时代的营销生态(升级版)

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情感营销:社交媒体时代的营销生态(升级版)

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• 一本好书的特征就是:风吹哪页读哪页
• 高明的作者:着眼一个角度,提升到一个高度
• 连接高度记忆与理解的纽带:情感
• 卖方市场时代-产品时代-情感营销时代:三个阶段
• 营销的最高境界:把产品品牌能够传达消费者的特定心理诉求,从而让消费者对品牌产生情感忠诚
• 营销就是让消费者只关注价值,忘记价格
Content Description

营销的最高境界是不仅要把产品卖到消费者的手中,更要把产品卖到消费者心中,从“让你喜欢”到“我就喜欢”。人的大脑总是倾向情感,而不是理智,在互联网+时代,情感更是主导消费者购买行为的统帅。产品的质量已经不再是取胜的关键,情感成了所有人的终极利器,如何在时代的大变革中取得长足的发展,唯有与消费者建立深厚的情感。《情感营销:社交媒体时代的营销生态(升级版)》从企业、品牌和情感的角度,深刻剖析了情感营销时代的决胜奥秘,不仅能够让消费者爱上你的品牌,更让消费者成为品牌的一部分。
Author Description

李光斗,中国品牌第一人,事件营销第一人,品牌竞争力学派创始人,中央电视台品牌顾问。
李光斗出身于市场营销第一线,自1990年开始从事市场营销和品牌策划工作,先后担任伊利集团、蒙牛乳业、广日电梯、民生药业、古越龙山、招商银行、长虹、德尔惠、喜临门集团、雷士照明、青岛啤酒等著名企业的常年品牌战略和营销广告顾问,亲历了改革开放后中国品牌发展的历程,具有丰富的品牌建设和市场营销经验,荣获中国策划业杰出功勋奖。
李光斗毕业于复旦大学新闻学院,曾任复旦大学研究生会副主席,代表中国大学生参加在新加坡举行的亚洲大专辩论会,荣获冠军。代表著作:《拆墙:全网革命》《故事营销(升级版):移动互联时代的品牌模式》《情感营销(升级版):社交媒体时代的营销生态》《接班》《事件营销:引爆流行的行销艺术》《总统战:奥巴马的政治营销》《插位:颠覆竞争对手的品牌营销新战略》《升位:中国品牌革命》《盛世微言:微博营销专案》《品牌战:全球化留给中国的最后机会》《商解三国》《品牌竞争力》《全员品牌管理》《仅次于总统的职业》等。
Catalogue

第一章 情感营销时代的到来
第一节 霍金的担忧
第二节 情感―人比计算机的优越之处
第三节 营销就是和消费者谈恋爱
第四节 营销:从“实力派”到“偶像派”
第五节 营销从理智到情感的变迁

第二章 “情感”催生“魅力产品”
第一节 “体验”,拉近产品与消费者的距离
第二节 “互动”,为产品添加“参与的乐趣”
第三节 “感情”―俘虏消费者心智的力量
第四节 “依赖”―让消费者爱上就离不开
第五节 “参与”,消费者抢着当“粉丝”

第三章 让品牌与消费者成为好朋友
第一节 品牌超值兑现“承诺价值”
第二节 品牌于消费者建立“关系”

第一章 情感营销时代的到来
第一节 霍金的担忧
第二节 情感―人比计算机的优越之处
第三节 营销就是和消费者谈恋爱
第四节 营销:从“实力派”到“偶像派”
第五节 营销从理智到情感的变迁

第二章 “情感”催生“魅力产品”
第一节 “体验”,拉近产品与消费者的距离
第二节 “互动”,为产品添加“参与的乐趣”
第三节 “感情”―俘虏消费者心智的力量
第四节 “依赖”―让消费者爱上就离不开
第五节 “参与”,消费者抢着当“粉丝”

第三章 让品牌与消费者成为好朋友
第一节 品牌超值兑现“承诺价值”
第二节 品牌于消费者建立“关系”

第六章 企业与消费者的价值认同
第一节 良好的企业形象可以促进消费者对品牌的感情
第二节 企业行为促进消费者对企业的认同
第三节 良好的企业理念推动消费者的认知

第七章 移动互联网遇上情感营销
第一节 强关系―微信成长记
第二节 卖情怀而不是卖产品
第三节 情感营销玩转互联网品牌
第四节 移动互联网时代传统企业的生存法则
第五节 网民的新价值观

第八章 如何进行情感营销?
第一节 情感策略
第二节 情感产品
第三节 情感广告表现
第四节 情感媒介
第五节 情感终端
附录:李光斗语录:洞悉市场营销奥秘的金玉良言
Book Abstract

《情感营销:社交媒体时代的营销生态(升级版)》:
互动电视娱乐项目的兴起就说明了这一点。
“互动”电视可以在数字有线电视节目单上根据消费者的喜好自己点播,改变过去电视台播什么受众看什么的被动局面,由消费者自己选择,想看什么节目,想什么时候看完全由消费者根据自己的喜好而定,让消费者参与其中,自主选择。
电视互动娱乐,实际就是指把计算机、电视和电话结合到一起,由计算机作为电视节目的播出服务器,将节目通过有线电视频道播出。消费者在家中通过拨打热线电话即可控制播出服务器,选择自己喜欢的节目、游戏,并在家中的电视机上收看到相应的点播内容,从而实现双向互动的功能。
互动娱乐系统所具有的互动点播功能,使得观众只要通过拨打热线电话,按照电视屏幕显示的步骤提示,即可从系统庞大的节目库中选择自己喜欢的各类节目。节目类型包括影视、音乐、综艺娱乐、动画、网络流行FLASH等各种时尚流行门类。
互动娱乐系统的互动游戏是利用计算机设备为有线电视台开展增值业务的一种全新的业务模式。用户拨通游戏热线后,在互动游戏系统的语音提示引导下进入游戏现场,并通过电话机按键实现指令输入,经服务器系统处理,最终由电视机输出游戏画面进行互动游戏的过程。由于系统支持2~4人同时游戏,因此与其他互动功能相比,互动游戏系统将使运营商的收益空间更为广阔。互动游戏系统使传统的游戏脱离游戏机、电脑和网吧,使游戏的操作不再局限于键盘和游戏手柄,而是使用一部普通的电话。对于参与的消费者而言,仅需一台接入有线电视网的电视机以及一部普通的市话电话,足不出户,即可融入休闲、轻松的电子游戏世界之中。
互动娱乐系统还包括互动竞猜、短信游戏轻松玩和短信中大奖等短信趣味游戏互动节目,其互动竞猜单元顺应目前有奖竞猜答题节目日益火爆的潮流。该系统单元可容许8位用户同时在线答题,10万余题的海量题库,囊括了天文、地理、文化、艺术各个方面,系统对用户所答问题自动判断对错,进行积分排名。
……
Introduction


时代的发展日趋迅速。无数传统行业还在经受着互联网和移动互联网的转型阵痛,轰轰烈烈的互联网+时代便拉开了帷幕。
无论是传统行业还是互联网行业,都在历史的剧变中寻求生存和发展。传统行业渴望转型,互联网行业却天天都在变革。百年老店遭遇品牌老化危机,互联网企业则难以挣脱火一把就死的命运,归根到底,就是没有建立与消费者之间的强大情感关联,独立于消费者的体验之外,没能够成为消费者生活的一部分。
在互联网+时代的大变革中,企业如何能够长久生存和发展?品牌如何能够获得持久的生命力?唯有情感,因为这是一个情感营销的时代,消费者凭情感说话,更依赖情感而行动。
情感是人类生活中永恒的主题,是维系一切人与人之间关系的基础。随着生活水平的不断提高,当其他因素不再成为困难的时候,情感因素的考量成为消费者在购买商品时的第一权重。传统经济时代,消费者依靠自己的经验判断商品的价值以决定购买与否;但是到了情感营销时代,消费者只关心自己喜不喜欢,而不在乎商品的性价比。
正因如此,品牌与消费者之间的情感决定了品牌的好坏。好的品牌就是建立了与消费者之间的强关系,不仅让消费者有快感,更让消费者觉得自己就是品牌的一部分。营销的最高境界是不仅要把产品卖到消费者的手中,更要把产品卖到消费者心中,从“让你喜欢”到“我就喜欢”。情感营销则不仅要让消费者爱上你的品牌,更要让消费者成为品牌的一部分。
再亲近的朋友,如果不经常联络感情,关系也会变得生疏。品牌也是一样,如果长时间不和消费者进行情感沟通,也会被消费者所抛弃。但如果品牌让消费者形成了依赖,那么消费者就会重复购买这个品牌的产品。情感营销不仅会催生魅力产品,更会让消费者爱上这个品牌,成为消费者的偏爱,最终让消费者成为品牌的代言人,为品牌进行口碑传播,从而带来源源不断的新“粉丝”。
在情感经济时代,能否抓住消费者的情感,成为关系品牌生死存亡的决定因素,如果一个品牌不能让消费者喜欢,那么这个品牌离消失也就不远了。品牌只有活在消费者的心里,成为消费者生活的一部分,这个品牌才能够持久地经营下去。
营销就是和消费者谈恋爱;品牌就是让消费者爱上你;而情感营销不仅会创造出一个个好的品牌,让消费者爱上你的品牌,更会为企业带来源源不断的客户和财富,是每个企业都必须掌握的互联网+时代营销利器。

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Jingdong book