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Jingdong book

经营者不得不学的消费心理学

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经营者不得不学的消费心理学

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营销是一场心理博弈战。对于很多消费者而言,价格并不是问题,他们更在乎自己的心理账。利用消费者的心理弱点和变化,使用一定的营销技巧,设计独特的营销方案,很快就能促使消费者由消费动机向消费行为转化。

懂不懂得利用消费者的心理来达成交易,是优秀营销人员和失败营销人员的根本差别所在。消费心理学才是营销人员百战百胜的法宝。那些成功的营销人员,因为深谙消费者的心理,才能在营销的道路上如虎添翼、所向披靡、无往不胜。

翻开本书,你将学到:消费行为究竟受哪些购买心理的支配;如何抓住顾客的心理弱点、击中痛点;怎样让顾客保持购买的冲动;如何利用环境达成交易;怎样用一句话就抓住顾客的心理……你还会学到对应各种消费心理的营销方案和技巧,以及具体的实战案例,以轻松的方式掌握实用的消费心理学。这也就代表着掌握了与顾客交流和达成交易的金钥匙!


Content Description

本书以市场活动中消费者的心理现象为核心,向读者介绍了顾客消费行为背后的消费心理学规律。本书摒弃了教条似的讲解,从消费者的心理出发,用生动的案例、通俗易懂的语言阐述了日常生活中的顾客购买历程,以及整个历程中不同环节的一系列心理活动。本书还给出了各种营销方案和技巧,精辟实用,每条均对应一种消费心理。了解了本书中的内容,有助于企业以及营销人员在各种情况下迅速把握住消费者的心理,并用有效的手段促使交易达成。

Author Description

李征坤 广东财经大学硕士生导师,广东省电子商务市场应用技术重点实验室主任,美国硅谷ITU访问学者,广东财经大学流通经济研究所、广东现代专业市场研究院、广州现代物流与电子商务发展研究基地研究员,广州市现代物流与电子商务协同创新中心副主任,广州市电子商务与网络经济学会法人代表兼常务副会长,广州市博士科技创新研究会副会长。

杨双贵 先后担任保北医药德仁分公司总经理,金天集团御室品牌事业部运营总监。现为广州*榛优品实业联合创始人。

刘智惠 两档*牌栏目“如此听说”“快乐party ”女主播,栏目在优听radio 和蜻蜓FM 等收听终端累积点击量破60万次,被评为保定市上空*贴心的广播节目。现为广州*榛实业联合创始人。

刘文斌 曾供职于广州骏丰频谱实业市场部,并历任北京天下汇通培训总监、南昌草珊瑚生物项目总监。目前担任多家企业的咨询指导顾问。现为广州*榛实业联合创始人。


Catalogue

目 录

第一章达成交易为什么那么难 1
消费心理发生了哪些变化 1
少花钱多办事是普遍动机 9
什么人愿意花钱买存在感 13
给自己看还是给别人看 16
顾客需要绝对的尊重 19
惯性购买的习惯 28
不敢果断成交会丧失机会 32
读懂顾客消费心理的方法 35
第二章如何抓住顾客的心理弱点 44
免费体验戳中了哪根神经 44
利用顾客的从众心理 49
占便宜是一种心理感觉吗 54
面子心理你需要注意什么 58
怎么利用逆反心理刺激购买 62
第三章怎样让顾客保持购买的冲动 66
真金不怕火炼 66
三分饿,七分饱 69
更新换代,赚足眼球 72
关联商品配套销售 77
从高到低细分档次 81
第四章如何正确引导顾客进行交易 84
巧用好奇心理吊起胃口 84
怎么做好领路人角色 87
别让消费者挑花了眼 91
打消疑虑,交易更容易 94
拒绝未必是真的不需要 99
适当制造一点成交压力 103
第五章宣传如何击中顾客的痛点 108
错位、定位,哪个更有效 108
名牌诱惑,你抵挡得住吗 114
树一个顾客乐于模仿的榜样 117
吃不到的葡萄才最甜 122
讲好关于产品的故事 127
第六章巧用推销技巧打赢心理战 135
贵与便宜哪个应该先说 135
不买空调就买点零食吧 140
巧用损益心理刺激购买欲望 142
消除戒备心理应如何赞美 146
利用同理心建立认同 150
不要碰触顾客的心理底线 154
第七章一句话抓住顾客的心理 158
理智型,看得见的实在和优惠 158
感觉型,我的真诚你看得见 162
外向型,觉得合适就买下 165
内向型,总是金口难开 168
果断型,很有眼光、会选择 171
犹豫型,机不可失、失不再来 174
第八章如何利用环境达成交易 179
商品怎么摆放是一门艺术 179
星巴克为什么长盛不衰 183
怎么打开消费者的声色之心 185
营造良好的购物气氛 188
第九章价格中暗藏着哪些玄机 192
你不可不知的数字秘密 192
打折商品真的很便宜吗 197
降价与涨价有着怎样的规律 200
为何商品和配件总有一个贵 205
巧用化整为零,制造散压心理 207
融入时尚元素 210

Introduction

前 言


孙子曰:“知己知彼,百战百胜。”这是对战争规律的总结,也是对一切对抗性活动的规律总结。在营销领域,如果只是在销售技巧上下工夫,很可能会和自己的初衷南辕北辙,因此营销人员必须要懂顾客心理学。

一个优秀的营销人员,究竟凭什么吸引了消费者的注意?成功和失败的营销人员,他们的差别究竟在哪里?面对同样的商品,消费者凭什么要买,又凭什么不买?怎样提高自己的销售业绩?怎样缔造自己的营销传奇?

这是每个营销人员都关心的内容,也是本书的价值所在。

顾客就像一座发射塔,他们发射的是自己的需求,成功的营销人员总是能够调准自己的频率,准确接收顾客传达出的信号,在销售过程中总是能够让顾客有意外的惊喜,顾客与他们达成交易自然而顺畅,有一种水到渠成的感觉。

为什么如此强调消费心理学对营销人员的重要性呢?

营销是一场心理博弈战。对于很多消费者而言,价格并不是问题,他们更在乎自己的心理账。利用消费者的心理弱点和变化,使用一定的营销技巧,设计独特的营销方案,很快就能促使消费者由消费动机向消费行为转化。

懂不懂得利用消费者的心理来达成交易,是优秀营销人员和失败营销人员的根本差别所在。消费者心理学才是营销人员百战百胜的法宝。那些成功的营销人员,因为深谙消费者的心理,才能在营销的道路上如虎添翼、所向披靡、无往不胜。

营销人员之所以失败,就是因为要么接收不到顾客发出的信号,要么误读了顾客发出的信号,根本把握不住顾客最真实的购买需求。顾客在与他们交易的时候,在一来二去之间,总是感觉他们“所答非所问”,最后只能选择放弃。

这本书就是要告诉你,消费行为究竟受哪些购买心理的支配。

这里没有枯燥、难懂的深奥的理论和晦涩的说教,从消费者的心理出发,结合具体的营销实战案例,以最易于吸收的形式,用最简洁的方式来表达。

这里给出了各种营销方案和技巧,精辟实用,每条对应着一种消费者心理,每条有一个或两个案例,可以供一线营销人员学习和掌握。

单纯卖产品的时代已经结束了。用心理技巧拿订单,顾客不开口,你也会明白;顾客不答应,你也会有办法!掌握了消费者心理学,就掌握了与顾客交流和达成交易的钥匙。


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Brand Jingdong book
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