Research On The Information Process Mode In Consumers' Perception And Experienced Marketing

In face of 21st century, consumers' demands and behaviors have changed greatly due to the birth of a new mode of economy --- experienced economy, which leads to the trend of diversification and individuation. The demand for mind has become more dominant than for materials. It is under such a condition does the experienced economy emerge.First of all, in this paper it points out that the necessity and importance of studying experienced marketing on basis of consumer's perception information process mode which will be elaborated theoretically later. The reason to study from the angle of psychology of the consumers is that the cognition process to commodity is basted on our sense. The external stimulus of information stirs our brain from the sense organs. In brain the materials process is based on the quality of the materials and the original knowledge, then form an impression or perception, which will influence the purchasing of the consumers. In addition, the paper offers some questionnaires and analysis of related questions. It is proved that consumers will adopt two process means in their purchase and consumption behaviors and that the subjective and objective factors will influence the consumers to adopt different means. Based on the above analysis, the paper explores some experienced marketing strategies. Some strategies to activate consumer's perception system are offered to find proper means to guide such perception mode to match the stimulator and attract the consumers to conduct experienced marketing smoothly.In the experienced marketing, the consumers' demand will be resulted from what information process mode they adopt. As a result, the emphases and originality of this paper is to study the consumers' perception information process mode.