In the new century, with the advent of the knowledge economy and the information age, the further development of the social economy, the increasingly abundant material products, and the gradual intensification of market competition, people’s consumption concepts are also developing towards higher levels, and the level of spiritual and psychological consumption is also increasing. Higher and higher, individualization, visualization, vividness, fashion, externalization and naturalization have become the general trends and characteristics. A marketing expert wrote: “Consumers’ preferences are becoming more and more elusive, consumers’ visions are becoming more and more vicious, consumers’ legal and environmental awareness are becoming stronger, and consumers are becoming more and more difficult to serve.” A dealer lamented consumers, 'I will never understand your mind.' All of this will eventually settle on humanity. This kind of humanized consumer demand can only be realized through humanized marketing.
The power of humanity
The new development and changes of humanity have brought new challenges to marketing and also provided new markets for cabinet merchants. Humanized marketing, which is the best way to meet humanized needs, will surely become the core and fundamental of brand marketing in the new era. Cabinet companies can only connect products and consumers with the link of human nature, put themselves in place, move people with affection, move heart with sincerity, embed feelings with things, truly think for customers, consider for customers, and take this concept Only by going deep into the bones, expressing words, and reflecting in the actions of employees, can we establish a good brand image, truly win customers, and control the market.
The biggest effect of humanized marketing is not to increase the visibility of the cabinet brand, but to increase the loyalty of consumers to the cabinet brand. Brand loyalty should include two aspects: behavioral loyalty and emotional loyalty. Behavioral loyalty refers to the fact that consumers can continue to buy products of a certain brand in actual actions. This behavior may be caused by consumers' internal goodwill towards this brand, or it may be due to purchase impulse, promotional activities, and consumption inertia. , Switching costs or higher market coverage than competing brands and other factors that have nothing to do with emotions. Emotional loyalty means that the personality of a certain brand is consistent with the consumer’s lifestyle and values. Consumers have developed feelings for the brand, even proud of it, and regard this as their friend and spiritual sustenance, and then Demonstrate the desire and behavior of continuing to buy.
Humanized marketing is a process of warm and caring communication between the cabinet business and the customer in the transaction. It can enhance the emotional value that the customer feels from the care of the cabinet business, and even make the customer think that it is worthy of nostalgia in life Wonderful moment. Humanized marketing provides customers with comprehensive, high-quality services that reflect humanistic care, and emphasizes the establishment of long-term trust relationships with customers, thereby fostering brand loyalty. Marketing guru Philip Kotler said it well that the laboratory can only produce great designs, but great products can only be produced in marketing. He also said: 'When products look more and more the same, marketing should be a human force.'
