品牌管理笔记Brand Management Note - Chapter 4 （附华语解释）

 

Term	Definition
Personalizing marketing 个性化营销	Recently, personalizing marketing has become one of the trends in marketing. It also known as the one-to-one marketing or individual marketing. Personalizing marketing are enhance on understand deeply into the consumer by investigating and analyze the data to obtain the relevant information of consumer. Finally, the purpose of strengthen and nurture your contacts / relationship with your potential consumer.   最近，个性化营销已成为营销的趋势之一。 它也被称为一对一营销或个人营销。 个性化营销是在深入了解消费者的基础上，通过对数据的调查和分析，获取消费者的相关信息。 最后，加强和培养您与潜在消费者的联系/关系的目的。   Benefit： Know more about your consumer 更多地了解您的消费者 Increase sales 增加销量 Strengthen brand loyalty 加强品牌忠诚度 Improve consumer experience/ satisfaction 提升消费者体验/满意度 Better Business-consumer relationship 更好的企业-消费者关系 More Precise marketing 更精准的推销
Relationship Marketing 关系营销	Relationship marketing was the long-term marketing strategy which require a lot of time consuming and resources to create and maintain the relationship. In another term, relationship marketing is to conduct and strengthen the relationship network around the core benefit between the potential beneficiary   关系营销是一种长期的营销策略，需要大量的时间和资源来建立和维护关系。 换句话说，关系营销就是围绕潜在受益者之间的核心利益开展和加强关系网络。   Benefit: Sustainable profit 可持续利润   Lower sensitiveness on price adjustment (consumer are more dependable on your brand) 对价格调整的敏感度较低（消费者更加依赖您的品牌）   Lower cost (due to maintain consumer relationship always better than finding new consumer) 更低的成本（由于维护消费者关系总是比寻找新消费者更好）   Increase brand awareness (P2P due to consumer preference) 提高品牌知名度（P2P 由于消费者 偏爱）
Brand Experience 品牌体验	It refers to the satisfaction and feeling while consumer is using your product It could actually measure and divide into few segmentation 它是指消费者在使用您的产品时的满意度和感觉它实际上可以衡量并分为几个细分：
Term Definition Example Sensory 感官体验 Refer to the impact, feeling, and impression that are create and receive by the sense of people which is eyes, mouth, nose, ears, and body while interest with environment. （touch, listen, looking, taste……）   Feeling happy while eat sweet food and look on good color and shape, relax while listen to the music. Affective 情感体验 Refer to the feeling and mood that appear while the element overlaps with a certain story or memory impression For example, the dark room make people afraid, while painting is having story and sell with high price. Behavioral 行为体验 Refer to the experience while conduct specific physical actions, behaviors while using the element. Good racket improve ability to play badminton well, graphic table good for drawing.   Intellectual 思维体验 Refer to the stimulation of thinking and mental progress happen while consumer is using the element.   Magic block and puzzle stimulate my curiosity and to think about how to solve the games. Achievement 成就体验 Refer to the feeling of superiority and affirmation after finishing and achieving something. Play so hard to obtain the best achievement and status in the video games.   Relational 关系体验 Refer to the feeling appear while improvement of social status and presence by meet more people and strengthen relationship.   Obtain more attention and like in the social media or community and forming of social identity.

Other chapters:

Brand management Chapter 1 note

Brand management Chapter 2 note

Brand management Chapter 3 note

Brand management Chapter 4 note

Brand management Chapter 5 note

Brand management Chapter 6 note

Brand management Chapter 7 note

Brand management Chapter 8 note

Brand management Chapter 9 note