情感消费时代的产品设计与营销沟通 -市场营销专业

摘要

随着社会经济的发展和消费观念的转变，情感消费逐渐成为现代市场的重要趋势。本研究以情感消费时代为背景，探讨产品设计与营销沟通在满足消费者情感需求中的作用及其优化路径。情感消费不仅改变了传统的产品设计逻辑，还重新定义了品牌与消费者之间的沟通方式。研究发现，将情感元素融入产品设计能够显著提升消费者的认同感和忠诚度，而基于情感共鸣的营销沟通则能更有效地传递品牌价值。本研究的创新点在于首次提出“情感驱动型设计-沟通一体化模型”，该模型强调从用户情感出发，整合产品功能设计与情感体验设计，并通过多渠道情感化营销实现品牌价值的最大化传播。这一研究成果为企业在情感消费时代制定更具针对性的设计与营销策略提供了理论支持和实践指导，同时丰富了情感消费领域的学术研究框架。

关键词：情感消费；产品设计；营销沟通；情感驱动型设计-沟通一体化模型；消费者情感需求

Product Design and Marketing Communication in the Era of Affective Consumption

英文人名

Directive teacher:×××

Abstract

With the development of social economy and the change of consumption concept, emotional consumption has gradually become an important trend in modern market. This study takes the era of emotional consumption as the background to explore the role of product design and marketing communication in satisfying consumers' emotional needs and its optimization path. Emotional consumption not only changes the traditional product design logic, but also redefines the communication between brands and consumers. Research has found that integrating emotional elements into product design can significantly enhance consumer identity and loyalty, while marketing communication based on emotional resonance can more effectively convey brand value. The innovation point of this research is that it puts forward the "emotionally driven design-communication integration model" for the first time, which emphasizes the integration of product function design and emotional experience design from the perspective of user emotion, and realizes the maximization of brand value through multi-channel emotional marketing. The research results provide theoretical support and practical guidance for enterprises to formulate more targeted design and marketing strategies in the era of emotional consumption, and enrich the academic research fr amework in the field of emotional consumption.

Keywords: Emotional Consumption；Product Design；Marketing Communication；Emotional Drive Design-Communication Integration Model；Consumer Emotional Needs

引言 1

一、情感消费的时代背景与特征 1

(一)情感消费的兴起原因 1

(二)情感消费的主要特征 2

(三)情感消费对产品设计的影响 2

二、情感驱动下的产品设计理念 3

(一)用户情感需求分析方法 3

(二)情感化设计的核心要素 4

(三)情感设计在品牌塑造中的作用 4

三、营销沟通中的情感策略构建 5

(一)情感营销的基本理论框架 5

(二)情感共鸣的实现路径 5