广告对快消品和慢消品的引导与影响
发布时间：2018-10-15 13:10
【摘要】：改革开放以来，中国商品经济的迅速发展加速了消费社会的进程，人们生活水平提高，消费能力增强，在这种条件下，消费者的消费行为频繁起来，并且占据了日常生活的主要地位。人们的消费形式也不再单一枯燥，变得生动起来。在这种环境下，，消费品的类别逐渐细化，功能逐渐多样，消费者可以根据自己的喜好进行消费。企业也在不停歇的生产，以满足消费者的需求。当生产的商品已经远超于消费者的需求时，商家则通过广告来刺激消费，消费者也会受到广告的影响进一步消费。本文通过对商品消费速度快慢的细分，对广告在商品消费中的引导与影响进行分析。 在改革开放以前，由于物资的极度匮乏，中国处于计划经济时代，统筹经济的环境下，国民消费都是定量购买。全国都处在一个消费低迷的时期，人们对消费品的分类也不是很明确，更多的是尽量维持温饱。而改革开放后的经济状况转变较快，经济环境的突然宽松，让国民迅速进入消费社会，消费品的分类也开始细化，快消品与慢消品的概念变得明确清晰。消费品的生产速度随着社会的发展飞快地增长着，为了促进消费，广告成为商家的主要营销方式。针对与快消品和慢消品的不同特色，广告的媒介选择侧重也是不同的，快消品更偏重视觉刺激比较显著的电视媒体，慢消品则更加注重商品长期的品牌建设，故多选择能更全面准确表现自身商品性能和企业的品牌文化的媒介。而从广告的选择问题上，消费者的消费观也在悄然的发生变化。 消费者的消费诉求从理性诉求发展为感性诉求，更注重购买商品时所带来的精神享受，这是消费社会进步的标志之一，商品由原来的注重功能宣传转化成符号宣传，商品本身就是一种符号，消费社会强化了这样的信息，并且赋予商品更加丰富的意义。符号消费使得人们的生活方式进入到一个新的阶段，从衣食住行等方面都发生了形式和意义上的变化，新的生活方式渐渐取代了旧的生活方式，人们的消费提升到精神领域的消费，找寻身份与地位上的认同感，并且致力于将每一种商品符号化，人们的欲望快速膨胀，商家也利用了消费者的这一心理，通过广告赋予商品符号化的信息。在这个过程中，一种速生速灭的消费文化走进了大众的视角，即快消文化。人们不断的追求新兴事物，放弃旧的东西，商品进入到一种速生速灭式的更替中，让人目不暇接。 这样的消费文化必然导致消费方式走向不健康的方式，本文最后分析了三种典型的应该得到改进的消费方式，分别为过度消费、提前消费、愉悦消费，这三种消费都应该得到正确的引导，这种引导应该从影响最大的营销方式广告入手，只有广告商在宣传商品能够客观公正有效的传达信息，就会对消费者的消费观起到正确积极的影响。
[Abstract]:Since the reform and opening up, the rapid development of China's commodity economy has accelerated the process of consumer society. People's living standards have improved and their consumption power has increased. Under such conditions, consumer consumption behavior has become frequent. And occupied the main position of daily life. People's consumption form is no longer single boring, become vivid. In this environment, the categories of consumer goods are gradually refined, functions gradually diverse, consumers can according to their preferences. Enterprises are also in the production of non-stop to meet the needs of consumers. When the production of goods has far exceeded consumer demand, merchants use advertising to stimulate consumption, and consumers will be affected by advertising to further consumption. By subdividing the speed of commodity consumption, this paper analyzes the guidance and influence of advertising in commodity consumption. Before the reform and opening up, due to the extreme shortage of materials, China is in the planned economy era, the overall economic environment, the national consumption is a quantitative purchase. The whole country is in a period of low consumption, the classification of consumer goods is not very clear, more is to maintain food and clothing. Since the reform and opening up, the economic situation has changed rapidly, the economic environment has suddenly relaxed, so that the people quickly enter the consumer society, the classification of consumer goods has also begun to refine, and the concepts of fast consumer goods and slow consumer goods become clear. With the development of society, the production rate of consumer goods is increasing rapidly. In order to promote consumption, advertising has become the main marketing mode. In view of the different characteristics of fast and slow consumer products, the media selection of advertising is also different. Fast consumer products focus more on the television media with more significant visual stimulation, and slow consumer goods pay more attention to the long-term brand building of commodities. Therefore, more choices can more comprehensive and accurate expression of their own commodity performance and corporate brand culture media. From the choice of advertising, consumer consumption concept is quietly changing. The consumer's consumption appeal develops from the rational demand to the perceptual demand, and pays more attention to the spiritual enjoyment brought by the purchase of goods. This is one of the signs of the progress of the consumer society, and the goods are transformed from the original emphasis on function propaganda to the symbolic propaganda. Commodity itself is a symbol, consumer society strengthens this kind of information, and gives the commodity richer significance. Symbol consumption makes people's way of life into a new stage, from the aspects of food, clothing, housing and transportation have undergone changes in form and meaning, the new way of life gradually replaced the old way of life. People's consumption rises to spiritual consumption, seeks identity and status identity, and is committed to symbolizing every commodity, people's desire expands rapidly, and merchants take advantage of the consumer's psychology. Information that gives a commodity symbolization through advertising. In this process, a fast-growing and fast-dying consumer culture into the public perspective, that is, fast elimination culture. People continue to pursue new things, give up the old things, commodities into a rapid replacement, dizzying. Such consumption culture will inevitably lead to unhealthy consumption patterns. Finally, this paper analyzes three typical consumption patterns that should be improved, namely excessive consumption, early consumption, and pleasant consumption. All three kinds of consumption should be properly guided. This kind of guidance should start with the advertising, which has the greatest influence on marketing methods. Only advertisers are able to communicate information objectively, fairly and effectively. Will have a correct positive impact on consumer consumption.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8
本文编号：2272652
[Abstract]:Since the reform and opening up, the rapid development of China's commodity economy has accelerated the process of consumer society. People's living standards have improved and their consumption power has increased. Under such conditions, consumer consumption behavior has become frequent. And occupied the main position of daily life. People's consumption form is no longer single boring, become vivid. In this environment, the categories of consumer goods are gradually refined, functions gradually diverse, consumers can according to their preferences. Enterprises are also in the production of non-stop to meet the needs of consumers. When the production of goods has far exceeded consumer demand, merchants use advertising to stimulate consumption, and consumers will be affected by advertising to further consumption. By subdividing the speed of commodity consumption, this paper analyzes the guidance and influence of advertising in commodity consumption. Before the reform and opening up, due to the extreme shortage of materials, China is in the planned economy era, the overall economic environment, the national consumption is a quantitative purchase. The whole country is in a period of low consumption, the classification of consumer goods is not very clear, more is to maintain food and clothing. Since the reform and opening up, the economic situation has changed rapidly, the economic environment has suddenly relaxed, so that the people quickly enter the consumer society, the classification of consumer goods has also begun to refine, and the concepts of fast consumer goods and slow consumer goods become clear. With the development of society, the production rate of consumer goods is increasing rapidly. In order to promote consumption, advertising has become the main marketing mode. In view of the different characteristics of fast and slow consumer products, the media selection of advertising is also different. Fast consumer products focus more on the television media with more significant visual stimulation, and slow consumer goods pay more attention to the long-term brand building of commodities. Therefore, more choices can more comprehensive and accurate expression of their own commodity performance and corporate brand culture media. From the choice of advertising, consumer consumption concept is quietly changing. The consumer's consumption appeal develops from the rational demand to the perceptual demand, and pays more attention to the spiritual enjoyment brought by the purchase of goods. This is one of the signs of the progress of the consumer society, and the goods are transformed from the original emphasis on function propaganda to the symbolic propaganda. Commodity itself is a symbol, consumer society strengthens this kind of information, and gives the commodity richer significance. Symbol consumption makes people's way of life into a new stage, from the aspects of food, clothing, housing and transportation have undergone changes in form and meaning, the new way of life gradually replaced the old way of life. People's consumption rises to spiritual consumption, seeks identity and status identity, and is committed to symbolizing every commodity, people's desire expands rapidly, and merchants take advantage of the consumer's psychology. Information that gives a commodity symbolization through advertising. In this process, a fast-growing and fast-dying consumer culture into the public perspective, that is, fast elimination culture. People continue to pursue new things, give up the old things, commodities into a rapid replacement, dizzying. Such consumption culture will inevitably lead to unhealthy consumption patterns. Finally, this paper analyzes three typical consumption patterns that should be improved, namely excessive consumption, early consumption, and pleasant consumption. All three kinds of consumption should be properly guided. This kind of guidance should start with the advertising, which has the greatest influence on marketing methods. Only advertisers are able to communicate information objectively, fairly and effectively. Will have a correct positive impact on consumer consumption.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8
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