摘要
本文认为,感性信息是源于人的具有文化理性的感性创意的激活知识信息,感性信息在营销传播中熵值较大,冗余较小;营销传播是以接收者或消费者的接受为核心的,悖论心理支配着新消费阶层的消费态度和行为。文章指出,感性信息营销传播所具有的累积性、普遍性、共鸣性、独特性、针对性等五个特质在营销传播中相互作用,最终促使对异常意见的人际支持逐渐减少,合并形成较大的传播效果。感性信息的整合营销必须以消费者为核心,以市场需求为导向,并综合考虑战略目标与战略要素的整合,感性信息与理性信息的整合,各种信息传播渠道的整合,各种可利用传播媒介的整合等各种因素。
The author initially brings forward two brand new concepts in the information fields and marketing fields; the emotional information and emotional marketing information communication. This study suggests that the emotional information is derived from the rational knowledge and culture. The rule of the emotional information communication mainly concerns those theories such as the properties of the information, receiver, namely the customers, their attitudes＇ change, and the information communication effects and so on. Those theories mainly include the principle of entropy, the principle of redundancy data, and the principle of the paradox structure of consumer psychology, the principle of hotspot and focus transmit effect, the theories of transmitting idiosyncrasy effect, etc.
出处
《中国流通经济》
CSSCI
北大核心
2005年第10期56-59,共4页
China Business and Market
