市场营销中产品色彩的运用探讨(1)
2015-12-27 01:01
导读：企业管理论文论文，市场营销中产品色彩的运用探讨(1)样式参考，免费教你怎么写，格式要求，科教论文网提供的这篇文章不错：内容摘要：色彩营销是一个广义的概念，贯串到市场营销的每一个环节。就是要
内容摘要：色彩营销是一个广义的概念，贯串到市场营销的每一个环节。就是要在了解和分析消费者心理的基础上，做消费者所想，给商品恰当定位，然后给产品本身、产品包装、职员衣饰、环境设置、店面装饰一直到购物袋等配以恰当的色彩，使商品高情感化，成为与消费者沟通的桥梁，实现“人心－色彩－商品”的同一，将商品的思想传达给消费者，进步营销的效率，并减小营销本钱。如今，竞争企业间产品的质量差距越来越不明显了，技术竞争、品种竞争不断地高度化，导致商品激烈竞争，附加价值的竞争尤其是色彩领域的营销就变的更有意义。因此，色彩营销在企业营销活动中的运用将会越来越频繁，逐渐成为企业在激烈的竞争中获得竞争上风的一个重要手段。
关键词：色彩营销 感知 七秒钟定律 色彩情感
Abstract：Color Marketing is a broad concept, and run through the marketing of every link.It is necessary to understand and analyze on the basis of consumer psychology, do consumers want, to the appropriate positioning of goods, and then to the product itself, product packaging, staff apparel, environmental settings, has been decorated to store shopping bags, and other supported appropriate color, high emotion of the commodity, and it has become a bridge of communication with consumers and realize "the people - color - commodities" reunification will convey the thinking of goods to consumers and improve marketing efficiency and reduce marketing costs.Today, the competition among enterprises growing gap between the quality of products not obvious, and technological competition, continuously higher level of competition, resulting in fierce competition in goods, value-added color is particularly competitive field of marketing to become more meaningful.Therefore, color marketing in the enterprise marketing activities will be used more and more frequently, gradually became a business in the fierce competition to gain a competitive advantage, a major means.
大学排名 Key word: Color Marketing； perception； marketing information system； emotional colors；7 seconds law
一﹑市场营销中产品色彩营销的定义和理论基础
（一）市场营销中产品色彩营销的定义
随着色彩被广泛地运用到企业的营销活动中，色彩营销理论应运而生。最早的色彩营销理论是20世纪80年代由美国CMB公司在企业的营销实践中提炼和总结出来的。该理论主张根据消费者对色彩的心理需求，运用色彩组合来促进产品销售。它把上百种颜色按四季分为四大色彩系列，各系列的色彩形成***的搭配群，根据不同人的肤色、发色等自然生理特征以及个人面貌、形体和性格、职业等外表特征，选取最公道的色彩系列，从而最大限度地发现美。色彩营销理论最初受到美容美发、化妆品等一些企业的重视，并随之在整个行业得以推广。如美国宝洁（P
