网络环境下基于神经科学的感官营销研究:理论模型与应用方法

In the enviroment of network, because lacking of "face to face "marketing communication, how to meet and innovate consumer's"shopping experience"in traditional shopping enviroment become more and more important.How to carry out sensory marketing in e-retail industry is of great theory innovation and practice application problem..The project includes study of direct sensory experience of vision, hearing and vitural sensory experience of haptic, smell and taste. It try to build a management system and theory model on sensory evaluation under web environment. Meanwhile, it also provides an anlysis and exploration of practice and tool of e-retail company. On the one hand, from the perspective of customers' consuming procedure, it focuses on the topics of attitude, learning, memory and behavior, using eye tracking movement brian detective neuroscience technology tool to design experiment and research.On the other hand, based on company's value delivery and operation perfomance, drawing conclusions via simulation and case study..The related research achievements may conctribute to the following areas: firstly, raise a new perspective to study the website sensory marketing and interdisciplinary thoery platform; secondly, privide some new ideas and toolbox to solve the problem of "lack of sensory experience";thirdly,design objective and quantified evaluation criteria to help improve internet marketing business mode;finally, also contribute to other direct marketing models.

由于"面对面"的营销沟通受到限制，网络环境下如何满足和创新传统环境下消费者的"购物体验"变得日趋重要，网络零售感官营销成为兼具理论创新与应用价值的重要课题。.本项目以网络营销过程中视觉、听觉感官及触觉、味觉、嗅觉等间接和虚拟感官体验为主要研究范畴，试图构建网络环境下的感官测评、管理体系和理论模型，并对网络零售企业的实践工作与方法应用进行分析和探索。一方面，从顾客消费过程出发，对态度、学习、记忆、行为等主题运用眼动、脑电等认知神经科学技术手段开展实验设计和研究；另一方面，立足企业价值传递及运营业绩，利用仿真模拟，单案例描述结合多案例比较进行总结归纳。.相关成果将为网络感官营销研究提供新的视角和跨学科理论知识平台，为解决网络零售过程中的"感官体验缺失"问题提供新的思路和工具箱，为网络营销模式优化设计提供客观量化的标准，对其他直复营销模式也具有借鉴价值。

由于“面对面”的营销沟通受到限制，网络环境下如何满足和创新传统环境下消费者的“购物体验”变得日趋重要，网络零售感官营销成为兼具理论创新与应用价值的重要课题。.本项目以网络营销过程中视觉、听觉感官及触觉、味觉、嗅觉等间接和虚拟感官体验为主要研究范畴，试图构建网络环境下的感官测评、管理体系和理论模型，并对网络零售企业的实践工作与方法应用进行分析和探索。一方面，从顾客消费过程出发，对态度、学习、记忆、行为等主题运用眼动、脑电等认知神经科学技术手段开展实验设计和研究；另一方面，立足企业价值传递及运营业绩，利用仿真模拟，单案例描述结合多案例比较进行总结归纳。.相关成果将为网络感官营销研究提供新的视角和跨学科理论知识平台，为解决网络零售过程中的“感官体验缺失”问题提供新的思路和工具箱，为网络营销模式优化设计提供客观量化的标准，对其他直复营销模式也具有借鉴价值。