The first part of consumer psychology paper
Analysis on the Application of Consumer Psychology in Telecom Marketing
Abstract: Consumer psychology is an interdisciplinary subject formed by psychology and marketing. Since the formation of a perfect theoretical system in the 1960s and 1970s, it has been influencing the marketing practice of many industries. Based on the telecom industry, this paper analyzes the main influencing factors of consumer psychology in telecom marketing, and practices it in family integrated package marketing, aiming at transforming the overall marketing scene and links and significantly improving performance, thus verifying the effectiveness of the application of consumer psychology in telecom marketing.
Keywords: consumer psychology; Marketing; operator
I. Introduction
Consumer psychology is an interdisciplinary subject formed by psychology and marketing. Although 190 1 year w? d？ Scott suggested it. Consumer psychology? The word "consumer psychology" also accounted for a certain proportion in the tide of western psychological experiments in the 1920s and 1960s. However, consumer psychology became an independent discipline and formed its own system, which is generally considered to be after 1965. After the reform and opening up, with the expansion of market economy, it was gradually introduced to China. Therefore, consumer psychology is a relatively young discipline.
Its purpose is to study people's psychological activity law and personality psychological characteristics in the process of daily consumption and daily purchase behavior. Studying consumer psychology can improve consumer benefits for consumers; For operators, it can improve operational efficiency.
With the introduction of competition in the domestic telecommunications industry in the last century, in recent years, major operators have successively obtained full-service licenses, paid more and more attention to sales ability, and introduced many new marketing methods such as customer segmentation, data mining and consultative selling. On this basis, consumer psychology has also received attention.
Second, the consumer psychology in telecom marketing
Consumer psychology looks at consumer behavior from the perspective of process, that is, consumer behavior is a continuous process, not just what happens at the moment when consumers take out cash or credit cards to buy goods or services. Telecommunication products generally exist as services. Even in the 3G/4G era, mobile communication is accompanied by the physical transaction of mobile phones, but operators still pay attention to the choice and purchase of services. Therefore, this paper mainly aims at the part of the theoretical framework of consumer psychology that is closely integrated with telecom marketing, and mainly provides intangible services, that is, the characteristics of products under the condition of intangible services.
At this time, the influence of culture, race, nationality, ethics, social responsibility and other important factors in traditional consumption psychology is relatively low. The following focuses on the analysis of consumption motivation, consumption perception, decision-making and purchase process.
1. consumption power. When people want to meet their own needs, they will have consumption motives. This demand is the gap between the current situation and the ideal state of consumers. According to Henry? In HenryMurray's research, needs can be roughly divided into achievement needs, belonging needs, rights needs and uniqueness needs. The famous psychologist Abraham? Maslow also put forward the hierarchy of needs theory. According to his point of view, after meeting physiological needs and security needs, people mainly pay attention to social needs, self-esteem needs and self-realization.
From the perspective of telecom services or products themselves, it is mainly to meet the needs of security and society. Nowadays, mobile communication and the Internet connect people closely with others. Global village? The concept is a true portrayal of this kind of social demand being met. But for a specific operator, this degree of satisfaction belongs to solving the rigid needs of customers, and can not affect consumers' choice between different operators. More importantly, it touches on the self-realization or unique needs of customers. For example, high-end mobile phones are also a symbol of identity in modern society. This kind of service that meets customers' personalized demands and highlights customers' personal value can be differentiated.
2. Consumer perception. Feeling refers to the direct response of our sensory receptors (such as eyes and ears) to some basic stimuli (such as sound, light, color, etc.). ) Perception is the process by which we choose, organize and explain various feelings. For telecom marketing, the operator's trademark and brand design have brand image and brand personality, which will hint consumers' own personality perception. At the same time, various tangible advertisements and physical store layouts will also affect consumers' perception in the form of sound, light and color, thus affecting their consumption process.
Taking color as an example, different advertising colors imply different emotions in China. Warm colors such as red and orange make people feel awakened, while cool colors such as blue make people more relaxed. Therefore, the effect of tangible products on the blue background is better than that on the red background. In mobile communication, green embellishment not only attracts people's attention, but also implies the Android mobile phone system.
3. Decision-making and procurement process. Consumption decision-making is probably the most studied link, and it is also the most concerned by operators. Generally speaking, decision-making is the final result after four links: problem identification, information search, scheme evaluation and product selection. But in some highly involved shopping, consumers will not be so rational, such as impulse buying some so-called? Special surprise? Goods. In this case, marketers must pay attention to the environmental characteristics that affect the target market, such as product implantation. It should be noted that although impulsive consumption is often beneficial to marketers, marketers should carefully participate in the marketing process and subsequent product disposal. An impulsive but regretful consumer will have a great adverse effect on other potential consumers when searching for information and comparing schemes.
On the contrary, for rational consumers, it is necessary to pay attention to the above four links, especially the information search and scheme evaluation stage, in order to promote the favorable choice for the seller.
In addition to personal decision-making, operators often encounter family decisions, so they need to consider gender roles and decision-making responsibilities. In traditional families, husbands often have more power than wives and choose more products that conform to men's social roles, such as cars and computers, while wives may choose more decorations and household items. Therefore, figuring out who makes the decision is an important issue for marketers.
Third, take the family integration package as an example.
Convergence package is a comprehensive package service including telephone, mobile phone, broadband and Internet TV. In fact, it is to enhance the market share and customer value of the whole service through the value transfer between products. It is one of the mainstream products of China Telecom. Taking this as an example, this paper analyzes the application and effectiveness of consumer psychology in it.
1. Selling points for different groups of people. According to the author's tracking in three business halls owned by China Telecom, it is more common for operators to buy home communication services from their wives, while it is more common for men to buy communication services for the company, but it is also an opportunity to market their home communication products. So the concepts of consumption motivation and family decision-making can be applied here.
When designing the sales speech in the business hall, it is classified according to the sales objects. ? By comparison, the telephone bill of the whole family is reduced by half? Comparing the overall package price with the cumulative price of a single product conforms to the role of wives in family financial management in traditional families, which is one of the key points in their decision-making process. ? Can a star mobile phone join the package and enjoy the package discount? The introduction of Samsung's latest flagship model suddenly caught the attention of business men, accompanied by the explanation of special services such as airport VIP room. Although the business man is here to run errands for the company, his personal demands and personal needs are expanding instantly, and he can meet the newly ignited needs with surprise prices, which greatly increases the possibility of impulsive consumption.
Paper on consumer psychology II
Application of Consumer Psychology in Clothing Marketing
Abstract: Consumer psychology is a subject that studies the psychological characteristics and psychological state of sellers and consumers in the process of consumption. It has important guiding significance for clothing marketing activities. Applying consumer psychology to actual sales activities can expand clothing sales channels, improve customer loyalty and enhance marketers' understanding of marketing activities. The application of consumer psychology in clothing sales is reflected in creating a good clothing sales environment, devoting to improving customer loyalty, establishing and developing their own brands, and attaching importance to the role of advertising in clothing sales.
Keywords: consumer psychology; Clothing sales
1. Research background
Consumer psychology is the product of the combination of psychology and marketing, and it is an interdisciplinary subject. It is a subject that studies the psychological characteristics and psychological state of sellers and consumers in the process of consumption. In recent years, some scholars have begun to realize its importance and studied it, forming theories such as customer loyalty, consumption threshold and customer attention. [1] In addition, some front-line marketers have also started to apply it to practical work and gained something. At present, consumer psychology has become an effective way for marketers to improve sales efficiency and product competitiveness. It can help marketers better understand the psychological characteristics of consumers in the shopping process, and improve product design, brand creation and advertising application according to these characteristics, so as to effectively broaden their own marketing channels and improve the profitability of enterprises. This study will explore the significance of consumer psychology in clothing sales, in order to improve people's understanding of its importance. In this case, this study will also carefully analyze the specific application measures, enrich the relevant theoretical research, and provide theoretical reference for front-line marketers.
2. The significance of consumer psychology in clothing sales.
2. 1 Consumer psychology helps to expand clothing sales channels.
The significance of consumer psychology to clothing marketing lies in that it can improve the success rate of marketing and enhance the profitability of clothing enterprises. [2] Consumer psychology advocates that marketers should pay attention to the psychological age characteristics of consumers and carry out marketing activities according to their characteristics. For example, some salespeople realize that the elderly have certain psychological needs for health and health care. Therefore, according to the psychological characteristics of the elderly, they consciously emphasize the health care function when introducing clothes, which stimulates the elderly's desire to buy and improves the success rate of consumption. In addition, consumer psychology also emphasizes that consumers should pay attention to the psychological experience of consumers during the purchase process, so that they can have a happy mood. A person's consumption will inevitably be affected by mood. A good mood can often urge consumers to complete their consumption behavior. Marketers can grasp the psychological characteristics of consumers through their psychology, and take active measures for the formation of their good mood, so that consumers have a better psychological state. This greatly improves the success rate of marketing.
2.2 Consumer psychology can improve customer loyalty.
Customer loyalty is an important topic in consumer psychology research. Once customers have a high degree of loyalty to a clothing brand or store, they can point more consumption behavior to this brand or store. Sometimes, they can even maintain and promote the brand. [3] For example, Ba Jin Men's Wear has improved customer loyalty through advertising, brand building and product design. The improvement of customer loyalty promotes the stability of consumers' buying behavior in the past, and also drives more customers to buy clothing products of this brand. Marketers can realize the concept and importance of customer loyalty through consumer psychology. This can make them pay attention to customer loyalty. The more important significance of understanding customer loyalty is that marketers can get specific measures to improve customer loyalty. They can use these measures to enhance the image of products among customers and ensure the stability of their consumption behavior objects. This plays an important role in improving the marketing efficiency and profitability of enterprises.
2.3 Consumer psychology can enhance clothing marketers' understanding of sales.
Successful clothing marketers should not only have a full understanding of products, but also have a correct understanding of marketing behavior. A correct understanding of marketing activities can help marketers grasp clothing marketing behavior more comprehensively and systematically, thus significantly improving their own clothing marketing skills and abilities. Consumer psychology provides opportunities for clothing marketers to improve this ability. By understanding and studying consumer psychology, clothing marketers can realize that the sales process is not only a process of selling clothes, but also a process of selling services. [4] This can encourage clothing marketers to pay attention to their service quality and attitude towards customers in the marketing process. In addition, consumer psychology also urges clothing marketers to pay attention to the psychological state of consumers. Most clothing marketers only pay attention to consumers' behavior in the sales process and whether they pay attention to products. However, few people pay attention to their psychological mechanism in the process of consumption. For example, some marketers don't pay much attention to the real psychological motivation of consumers to buy clothes. This leads to their blindness in the process of promoting products and reduces the efficiency of marketing. On the contrary, under the guidance of consumer psychology, marketers can pay attention to consumers' purchase motives, product attention, consumer emotions and other psychological contents, which can further improve the pertinence of their marketing behavior and greatly improve the efficiency of their marketing behavior.
3. The application measures of consumer psychology in clothing sales
3. 1 Create a good clothing sales environment
Consumer psychology believes that a good sales environment can keep consumers happy and enhance their purchasing motivation. [5] According to this theory, clothing marketers should pay attention to creating a good clothing sales environment in the process of selling clothing, and enhance consumers' interest in buying from two aspects: store design and service attitude. In store design, marketers should design clothing stores according to the specific groups of clothing sales. This design should attract consumers' attention in order to attract more customers. For example, some marketers will add interesting patterns to store designs according to children's psychological characteristics of curiosity and fun, so as to improve the attention of children consumers. For example, some marketers draw cartoon characters that children like, such as Pleasant Goat and Big Big Wolf, on the storefront to increase children's interest in going to the store. This has effectively expanded the marketing channels of clothing. For another example, when selling young people's clothes, some salespeople can design stores according to the psychological characteristics of young people who like fashion and pursue fashion. They can add more Korean and Japanese elements to the decoration and layout of the store to attract more young people to the store for consumption activities. In addition to store design, marketers should also pay attention to their service attitude. Good service attitude helps customers to form a good mood and improve the success rate of sales behavior. For example, marketers need to smile when introducing clothes to show respect and welcome to customers. For another example, in the process of selling clothes, marketers need to pay attention to the nonverbal behavior of consumers. Many times, nonverbal behavior can show a person's psychological state better than verbal behavior. When marketers find that customers have unpleasant nonverbal behaviors in the process of introducing clothing, they should change marketing strategies and methods to ensure that marketing methods can fit customers.
3.2 Committed to improving customer loyalty
Improving customer loyalty can ensure the stability and expansion of marketing channels and promote the development of marketing activities. The improvement of customer loyalty requires clothing marketers to hold a sincere attitude in the sales process. In the process of introducing clothes, marketers will inevitably exaggerate a little. This has certain positive significance for the improvement of marketing. [6] However, clothing marketers should grasp the scale and avoid exaggerating products and deceiving consumers. Deceiving consumers can achieve a certain marketing effect in a short time, but it is not helpful to improve customer loyalty. The final effect is to affect the word-of-mouth of products and lead to a decrease in sales output. Improving customer loyalty also needs to ensure the quality of clothing products. Good clothing quality can improve customer loyalty and corporate reputation. Therefore, for garment enterprises with integrated production and marketing, sales staff should strengthen contact with employees in production departments and supervise the garment products they produce to ensure the quality of the products they sell. For salespeople who don't have their own production department, they should pay attention to their reputation when choosing clothing suppliers, strictly control the quality and avoid buying low-quality clothing. Selling through high-quality clothes conforms to the principle of good faith marketing, which can improve customer loyalty and ensure a better market for products.
3.3 Create and develop your own brand
Consumer psychology believes that brand products attract consumers' attention more easily than ordinary products, which leads to the occurrence of sales behavior. There is a theory that marketers should build their own brands and devote themselves to the formation and development of their own brands. First of all, marketers should pay attention to the characteristics of clothes. There are many kinds of clothes, such as sportswear, suits and jackets. This determines that clothing enterprises should focus on a certain field in the process of building their own brands, rather than choosing? Full attack? . Otherwise, enterprises will reduce their market competitiveness because of the excessive dispersion of energy and financial resources. Therefore, clothing enterprises should pay attention to a certain field and build their own brands when formulating marketing strategies. For example, Li Ning Company spends most of its energy on sportswear. On the one hand, it can effectively borrow Li Ning's great fame in sports and create a favorable environment for the formation of the brand. On the other hand, sportswear marketing is based on a complete sporting goods marketing system, and it can borrow other sporting goods to improve its reputation. This also gives Li Ning's sportswear a great market advantage. When forming and developing their own brands, clothing enterprises should not only focus on a certain field, but also pay attention to fashion design innovation. Fashion design should attach importance to innovation to ensure that it can continuously meet people's needs. Such fashion design can provide great advantages for marketing activities. Clothing marketers can use the advantages of design to improve the reputation of their clothing and form a huge brand effect. Therefore, marketers should pay attention to the contact with designers in the process of creating brands, and feed back market information in time to ensure that fashion designers can carry out design work according to specific information. Finally, the formation of the brand also requires marketers to provide good services. Clothing marketing, in a sense, is to buy services rather than clothes. Because of the fierce market competition at that time, there was little difference in the design and quality of clothing products. In this case, the service quality of marketers has become an important basis for judging a clothing brand. Under the guidance of consumer psychology, marketers can specifically understand the psychological characteristics and needs of different age groups, and then they can take targeted service measures to enhance customers' interest in buying. This urges customers to get good and high-quality service while buying clothes. This is undoubtedly of positive significance to the formation and development of clothing brands.
3.4 Pay attention to the role of advertising in clothing sales
Consumer psychology believes that product advertising can attract customers' attention, expand the influence of products and improve the efficiency of marketing. Applying this principle to clothing sales, clothing marketers should play a role in advertising clothing sales and enhance the influence of clothing products. For example, Ba Jin Men's Wear has invested a lot of money in advertising. It uses CCTV, an influential brand, to promote its jacket products and improve the status of corporate clothing products in the public mind. For another example, Pierre Cardin held a clothing exhibition at 1979 in order to enter the China market. Pierre Cardin attracted the public in China at that time through this unique advertising form, and left a profound influence on people. This has created a favorable environment for Pierre Cardin's future marketing activities.
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