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首页> 外文会议>International Conference on Innovation amp; Management vol.1; 20061202-03; >Storytelling Marketing: A Psychological Approach on Customers
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Storytelling Marketing: A Psychological Approach on Customers

机译：讲故事的营销：对顾客的心理学方法

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摘要

In material society, the excessive products information makes consumers' attention an exiguous resource. How to grasp consumers' attention? How to win and retain consumers' favor and royalty? Those are the perplexing questions to which many researchers and corporations have always been seeking answers. In this paper, we focus on the concept of storytelling marketing and discuss how this new marketing mode acts on consumer psychology. Stories can help people understand, comprehend, evaluate and cope with their emotions. Based on such functions, the storytelling marketing aims to connect products and brands with some stories, and then to arouse consumers' psychological resonance. This euphemistical advertising appeal mode would be a powerful marketing method, for it can avert consumers repellent mind to introduce products merits and benefits, so that consumers are more willing to accept such information. Does the storytelling marketing really have an effect on consumers' psychology and contribute to improving sales? And if so, how does it do it? Theoretical explanations for these questions are discussed and researched in this paper.
机译：在物质社会中，过多的产品信息使消费者的注意力成为宝贵的资源。如何掌握消费者的注意力？如何赢得并保留消费者的青睐和版税？这些是许多研究人员和公司一直在寻求答案的困惑问题。在本文中，我们将重点放在讲故事的营销概念上，并讨论这种新的营销模式如何作用于消费者心理。故事可以帮助人们理解，理解，评估和应对自己的情绪。基于这样的功能，讲故事的营销旨在将产品和品牌与一些故事联系起来，然后引起消费者的心理共鸣。这种委婉的广告吸引力模式将是一种强大的营销方法，因为它可以避免消费者退避三舍地介绍产品的优缺点，从而使消费者更愿意接受此类信息。讲故事的营销真的会影响消费者的心理并有助于改善销售吗？如果是这样，它是如何做到的？本文讨论并研究了这些问题的理论解释。

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