User irrational consumption guide Internet brand Marketing

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Successful Internet brand marketing is based on a full understanding of consumer behavior, any neglect of user psychology of the marketing concept is blind and superficial. In traditional economic consumption behavior, rational consumption as an ideal state of financial management, is actually the iceberg of consumer demand, and can not represent the real consumption power. On the contrary, the user unconsciously shows the irrational consumption behavior, but is leading the Internet brand marketing every trend.

Brand marketing expensive in the psychological

In most cases, users do not know what they want, even if they say it is not necessarily the heart really think. "I like Red", in fact, there may be more like black, even users do not believe it, operators can not be completely taken seriously. Whether it is traditional business through Network marketing mode, or Internet products and services, to distinguish what consumers really need is the basis of brand marketing.

Consumer psychology itself is very strange, involving too many unstable factors. For unfamiliar products, the original price of 100 yuan sold may be neglected, and once the 10 times-fold elevation may be very popular, because they think the value of goods is also 10 times times the original. Such things apply entirely to the Internet. If the 120 health Network a health consultant consultation only needs 1 health coins (1 yuan), the feeling is that this product or service will not be what. But if the price to improve a grade, such as to become 10 yuan, will give users a "quality should be good" feeling, virtually improve product value, if the price can also be accepted, then will promote a consumer behavior. This in the Internet marketing industry is not to be overlooked.

The price example is to show that the user's psychology before purchase is complex, marketers should avoid single clue thinking problem. The motivation for users to buy is not simple price, they are more concerned about the value of goods, pay attention to the purchase of the feelings of their own. User irrational consumption phenomenon, promote Internet Enterprise brand marketing to play psychological card.

"God"

A lot of facts show that users prefer new things and enjoy the new sensations it brings. Each time the product and service update, will let the user think the product is fresh, the service is full of care, the enterprise is trustworthy. An important feature of the Internet is the rapid development, the replacement of extremely fast, product developers need to do is to keep up with this pace, without loosening the innovation. Product update is another contact, the opportunity to impress users, so to do the brand, uninterrupted capture of the user's heart, it is necessary to enhance the user's feelings even to make it dependent on the Internet brand marketing, is undoubtedly crucial.

Reflections on traditional market research

What the average person says in an investigation is far from their consumption behavior. When people are surveyed, there is a kind of instinctive self concealment, that is, duplicity, they do so just to give each other a good impression, but to the marketer to bring interference and confusion. Therefore, the results of the survey can not be fully believed, only as part of the formulation of strategic reference. Blindly believe that the results of the investigation, leading the strategy, not only to get reliable information, but also to make themselves into a passive, because users play jokes, the enterprise is to pay a great price to bear.

Look at the potential user temper rooted brand belief

To catch a fish, you must know how to think, the Internet industry to do a good job brand marketing, users should conduct a thorough analysis. Irrational consumption seems elusive, in fact, there are rules to follow. No matter how strange the user psychology is, we can still make a statistical analysis from the final consumption result. So consumer behavior research is a focus of brand marketing, we do not simply listen to users say "I want what", on the generosity to him what, but what the user buy, we provide it what. Many electric dealers such as Taobao, Jingdong, and so on, are doing a job is to record the analysis of user purchase traces, thereby grasping user preferences, the establishment of a regional database, and then to develop more accurate marketing strategy. Theoretically speaking, consumer behavior is the external manifestation and final result of its consumption psychology, it is advisable and feasible for the electric trader to use its own user's quantity advantage to carry on the summary and analysis.

Internet brand marketing hearts and minds War, is the brand can be deeply rooted in the initiative, only the brand people, enterprises will get sustained user support. In this era of user-king, the widespread existence of irrational consumption phenomenon and the analysis of the progress have been made, which should be a positive revelation to the enterprise to locate the brand concept more accurately. Hope that in the Internet arena, marketers can still put the quasi-market lifeline, successful expansion of brand influence, tame consumers that difficult to understand the heart.