再再下一篇
<P align=center class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-ALIGN: center"><SPAN style="FONT-FAMILY: 黑体; FONT-SIZE: 22pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'">心理暗示的市场营销</SPAN><SPAN lang=EN-US style="FONT-SIZE: 22pt; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 黑体"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN>
<P align=right class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-ALIGN: right"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">文</SPAN><SPAN lang=EN-US>/ M. </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">洛佩兹</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">古埃及法老的舞妓都会在自己腹部皮肤上刺上色情的图画。这个现象对百事可乐的商业行为有什么意义吗？是的，确实有，同样的，对微软，对雀巢，对大众汽车，对城市银行，对维萨卡，对任何一个品都有意义。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">为什么这么说呢？因为那些舞妓用具有象征意义的工具：她的身体，加上这种特殊的图画，来向她的主人暗示她的色情才华。借此，她把自己和别的女人区分开来，同样，也表达她的行为特征：用符号表达了她的才能。所以，对商品的品牌来说，也是一样的道理。</SPAN><SPAN lang=EN-US> </SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">今天的营销人员必须懂得“暗示学”。暗示学今天，为了能卖掉更多的产品，不仅仅要关心这个产品是什么，更要注重他的“含意”。“含意”可以表达成人与人之间的心理关系，也可以是市场营销的某种手段，他是和经济，社会学，心理学紧密相关的，不能单独的运用他。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">在当今的市场上，产品的交流越来越变成符号的交流</SPAN> <SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。市场已经从产品的可触摸的特点发展到以不可触摸的特点来指引消费者。有六个市场的宏观趋势确定了消费者在购买产品时，对公司的品牌价值所产生的影响：</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>1、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">产品的生命周期缩短了；</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>2、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">供应量上升；</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>3、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">产品同质化；</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>4、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">产品的非物质化；</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>5、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">环境污染的爆发；</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; MARGIN-LEFT: 39pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US>6、<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">消费者对“含意”的需求。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">消费者就是“含意”的制造者。品牌本身并不具有“含意”，</SPAN> <SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">必须通过消费者，获得他们的认可，或被他们赋予某种“含意”。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US><SPAN style="mso-spacerun: yes"> </SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">不了解“含意”，就很难了解品牌。它是品牌，市场和消费者之间一种基于心理深处的关联。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">在各种市场现象中，消费者不仅仅是“自发的”，也是可以“被制造的”。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">从这个角度来看，要驾御那些个体的消费，可以通过在他们的文化价值和品牌的文化价值建立起某种联系的方法来进行。建立起他们的“含意”，</SPAN> <SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">使消费者产生加入的欲望，能迅速接受“含意”，并进行购买，</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">那些成功的市场营销的动作，通常是那些成功的传递和消费者的文化具有关联点的品牌“含意”的动作。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">根据我们前面提到的６个宏观趋势，我们可以确信，品牌的价值越来越成为消费过程的关键因素。所有的这些都说明，一个产品，仅仅依靠其本身的物理特性是没有足够的生存能力的，需要有丰富的，激动人心的“含意”，并能有机的和产品结合起来，同时又突出重点。</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">我们可以建立起一个有关下列问题的市场调查框架：</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US>a</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">．在我们的品牌和竞争者之间，产生了怎样的</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">含意</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">？</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US>b</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">．对消费者而言，我们的品牌具有什么样的</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">含意</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">？</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US>c</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">．为了获得竞争优势，我们要创立一个怎样的品牌的</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">世界</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">？</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US>d</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">．对我们预想的</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">含意</SPAN><SPAN lang=EN-US>"</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，我们的品牌在真实的世界里达到了怎样的程度？对消费者的购买决定起到了多大的作用？</SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US> <o:p></o:p></SPAN>
<P class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN lang=EN-US>M. </SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">洛佩兹</SPAN><SPAN lang=EN-US>(Marcelo Lopez)</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，</SPAN><SPAN lang=EN-US> 1950</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年生于阿根廷</SPAN><SPAN lang=EN-US>,</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">布宜诺斯爱丽斯</SPAN><SPAN lang=EN-US>.</SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">公共关系学和暗示学硕士。智利公共关系科学和艺术大学暗示学教授，近年来致力于市场营销暗示学的研究和推广。</SPAN>
<P align=right class=MsoNormal style="LINE-HEIGHT: 150%; TEXT-ALIGN: right; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">（编辑：谷俊）</SPAN>
不玩了,太费劲,改天再传.欢迎拍砖啊
哇，一次发太多了吧，都不知道从哪篇开始说起了，最好选两篇你个人觉得有感想，觉得有讨论必要的再开一个贴讨论吧。
主题贴中的几个问题很有意思，开贴讨论吧
我已经把上面的文章给拆了，这回不会那么麻烦啦。请斑竹将上面多余的删掉吧
<DIV class=quote><B>以下是引用<I>chaiyoo在2004-2-25 17:42:00</I>的发言：</B><BR>我已经把上面的文章给拆了，这回不会那么麻烦啦。请斑竹将上面多余的删掉吧</DIV>
已经删除，《创业家》内容由chaiyoo友情提供，感谢chaiyoo !!!欢迎家人评点。
chaiyoo是创业家的编辑， 如果有家人愿意将自己的帖子发稿，请和chaiyoo联系
呵呵，多谢hover 啦。希望大家把生活中遇到的经营管理碎片上传啊！
嘿嘿，chaiyoo，你可要多多指点我们哦，毕竟你是专业的编辑嘛
编辑的生命血液需要我们家人原汁原味的生活体验做后盾啊.
好呀，心灵的鸡汤，有味！
支持。