Lub Hwj Chim ntawm Xim: Yuav Ua Li Cas Sau Txhuas Txhuas Cov Khaub Ncaws Ua Haujlwm Kev Muag Khoom Loj

Vim li cas cov yeeb yuj txhuas cov kaus poom sawv tawm ntawm cov khw muag khoom coob coob? Cov neeg feem coob yuav hais tias, 'Vim lawv saib zoo,' thiab lawv yuav tsis yuam kev - tab sis muaj ntau dua hauv qab. Niaj hnub no, cia peb dhia mus rau hauv kev lag luam logic tom qab luam ntawv txhuas cov kaus poom thiab seb lawv pab txhawb kev muag khoom li cas.

1. Qhov muag-Catching ntim uas tau txais kev mloog

Cov neeg siv khoom muaj kev nkag siab zoo rau cov xim, tshwj xeeb tshaj yog thaum ntsib cov kab ntawm cov khoom sib tw. Ci los yog cim hues ib txwm kos lub qhov muag. Noj Starbucks '2022 txwv tsis pub luam tawm txhuas tuaj yeem ua rau nws 'Icy Rice Dumpling' haus - nws cov xim liab-liab dawb nrog cov ntawv ci kub tau pab cov khoom muag ntau tshaj 100,000 cov kaus poom rau thawj hnub ntawm nws lub lag luam e-lag luam, deb tshaj li niaj zaus ntim khoom. Lwm qhov teeb meem tseem ceeb yog RIO, cov yeeb yuj kab ntawm cov kaus poom cocktails muaj ntau tshaj 20 ntxoov. Cov kaus poom vibrant no dominate qhov chaw pom hauv cov khw muag khoom yooj yim thiab muaj zog nrog cov neeg siv khoom tsawg. Raws li Nielsen, tom qab hloov mus rau cov khoom ntim muaj yeeb yuj, RIO pom 27% nce hauv kev muag khoom txhua xyoo. Lwm txoj kev tshawb fawb Nielsen qhia tau hais tias 64% ntawm cov neeg siv khoom raug cuam tshuam los ntawm kev tsim cov ntim khoom thaum sim cov khoom tshiab.

2. Kev sib txuas lus Brand Cwj Pwm thiab Positioning

Cov xim qhia txog kev xav, thiab thaum siv tau zoo, lawv pab tsim kom muaj hom npe thiab cov neeg siv khoom ntseeg siab:

Liab cim lub zog thiab kev zoo siab-zoo tagnrho rau kev txhawb nqa dej haus zoo li Coca-Cola.

Xiav sib txuas lus tshiab thiab kev ntseeg siab, ua rau nws yog qhov kev xaiv nrov rau cov dej haus hauv lub raj mis thiab dej haus xws li Mizone lossis Red Bull tsis muaj piam thaj.

Kub thiab nyiaj tsim kom muaj txiaj ntsig zoo, feem ntau siv rau cov ntawv txwv lossis qhov chaw siab kawg.

3. Txhim khu kev lees paub lub npe thiab rov qab

Cov kaus poom luam tawm txhim kho cov cim npe los ntawm kev txhawb nqa cov ntsiab lus pom pom. Xav txog Coca-Cola lub classic liab tuaj yeem - nws yog tam sim no paub. Cov kev tshawb fawb pom tau tias cov yeeb yuj lub npe nrov nce kev lees paub txog li 80% piv rau cov qauv xim dub thiab dawb.

4. cuam tshuam rau kev txiav txim siab yuav khoom

Cov xim ci ntsa iab ua ntau dua li nyiam cov xim-lawv kuj cuam tshuam kev xav thiab kev yuav khoom. Piv txwv li, kev tshawb fawb hauv kev muag khoom pom tau hais tias liab thiab daj tones, feem ntau siv hauv kev tshaj tawm, pab tsim kom muaj kev xav tau ceev thiab txhawb nqa kev yuav khoom. Tsuas yog saib cov npe muag hauv khw muag khoom - koj yuav pom cov 'muag xim' tom haujlwm.

Kev Tshawb Fawb Tom Qab Kev cuam tshuam

1. Kev Cuam Tshuam Rau Cov Neeg Siv Khoom

Xim cuam tshuam rau lub siab, kev txiav txim siab, thiab tus cwj pwm. Piv txwv li, liab tuaj yeem ua rau lub plawv dhia thiab txhawb kev qab los noj mov.

2. Kev sim ua lag luam

Phau ntawv Journal ntawm Kev Tshawb Fawb Kev Lag Luam tau tshaj tawm cov kev tshawb pom uas qhia tias kev hloov pauv ntawm cov xim ntim tuaj yeem hloov pauv tau li cas cov neeg siv khoom pom cov khoom saj thiab zoo.

3. Kev them nyiaj yug Neuroscience

fMRI (functional magnetic resonance imaging) cov kev tshawb fawb qhia tau hais tias cov xim stimuli ua rau lub hlwb muaj feem xyuam rau cov nqi zog thiab kev xav, ntxiv dag zog rau kev yuav khoom.

Kev lag luam logic tom qab muaj yeeb yuj luam ntawv txhuas cov kaus poom yog qhov tseeb: thaum ua raws li hom kev tso npe, xim tuaj yeem nyiam cov neeg siv khoom, txhawb kev txaus siab, thiab tsav kev muag khoom.

Ntawm Jinzhou, peb tshwj xeeb hauv kev cai luam ntawv txhuas cov kaus poom. Nrog rau ntau tshaj 19 xyoo ntawm kev exporting txhuas tau cov khoom, peb muab cov khoom ntim kawg-rau-kawg thiab dej haus kab daws teeb meem. Rov qab los ntawm kev sib koom tes muaj zog nrog cov neeg lag luam sab saum toj, peb tau cog lus los daws cov neeg siv khoom sib tw nrog kev pabcuam ntawm peb cov tub ntxhais.