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工业文明达到巅峰之后,人类的生存图景从占有式生存向体验式生存转换。生存图景的转换赋予了营销全新的发展方向:心理营销。心理营销是关注商品之于人类内心体验的营销范式,它发轫于人类物质生存的符号化倾向,以镜像生存和艺术化生存为两维终极指向。镜像生存是现实物质化生存的数字化、网络化;艺术化生存则是人类更高层面的审美意义上的生存体验。
After the industrial civilization reached its peak, the picture of human existence shifted from possessive existence to experiential survival. The transformation of the survival of the scene given a new direction of marketing development: psychological marketing. Psychological marketing is a marketing paradigm which focuses on the inner experience of human beings. It develops in the symbolic tendency of material existence of human beings and takes the mirror image of survival and artistic existence as the ultimate two-dimensional point. Mirror survival is the digitization and networkization of realistic materialization; and artistic survival is the aesthetic experience of higher human being.