Discuss The Relationship Between The Individuality Consume And The Marketing Culture Of Enterprise

This article begins from the analysis of the disadvantages of the consumed society, and finds that individuation must be advocated, and when we analyze the consume culture we 'find that the individuality consume is awaken. Under this basic we seek a way to talk about the operation of the individuality marketing.One, The consumed society call the individualization. In the society with unprecedented developed material progress, people are no longer only kept constantly on the run in order to meet the demands of physiology, In quite heavy to break away from the masters of the material to a certain extent, but people's inner world has not gotten corresponding freedom development. There are two disadvantages particularly outstanding in the consumed society: Rationalized trend and alienation phenomenon of consumer field. The former embodies mainly in " modern bureaucrat's system" in social life, " McDonald's mode" of economic fields and," losing the spiritual home" in culture realm. The latter is shown as the consume theory, the alienation phenomena of the consume environment, consumer's personality oneself mainly. This has caused fast deterioration of the social humane environment, make people lose the individual character and lose oneself, At spirit, fall low street become beggar or yield to consumption desire that expand limitlessly become slave. In the long run, if the humane spirit without the appropriate one is guided in the economic field, Production and consumption will inevitably struggle endlessly in the marsh of the material desire, the end, Unable to free one until destroying oneself.Only incorporate the clear spirit which shows the self- individual character, Production and consumption will just get the ensuring of sustainable development, will impel the social material progress and spiritual civilization double track to run side by side finally. This is the need of development of the objective world, it is that the awakening in the world makes right in human individuals too. In theory, there is the reason most in the contemporary society and respect and reach the individualized society most possibly.Individualization is to develop oneself for the existence out of the common, turn into an independent-psychologically, entity that can't be divided gradually. Individual's individualized purpose lies in knowing oneself or reaches a kind of self- consciousness as abundant as possible. The individual character, without conflicting harmoniously, but one kind interacts as relation promoted, developing together.Two, Classify the consume culture and look for a home of consumption. In the consume field, after the consumption mode that " regard consuming as the purpose " overflows, It will be the consumption taking individualizing asdirection that emerged, this is the requiring inevitably of social development, It is a choice of history too, is a course of advancing gradually too at the same time. The level of consumptions of consumer raise gradually and show the trend from quantity to quality and consume development to dividing many types consume from masses type, And reach the supreme realm, finally to the Individualization type. Pure materials consume limitation to have person who give vent to, but the ' individuality consume contains aesthetic that of characteristic consume; There is very strong promotion nature.In relatively developed era in the material, people have to be in order to look for a home, all these demonstrate that recommends and examine aesthetic feeling to receive the necessity of looking for self- individualization to consume. Three, The individuality marketing tactics of enterprise. People's consumption demand is not passive, static, but in changing, develop constantly, Can be in order to produce and put forward new goal and request constantly. The emergence of individualization consume requires the channel of produce -marketing - consume. Work as the linear-flat function. Make the enterprise and consumer exchange face-to-face, improve the radiation strength and affinity of...