行銷心理學的演變：以不變應萬變

The Evolution of Marketing Psychology:

Adapting to Constant Change

最近我從英國牛津大學賽德商學院獲得了行銷心理學的認證證書。這讓我不禁回想起 26 年前在大學修讀同一門科目時的情景。當時，網路還不普及，速度緩慢，行銷環境相對單純，主要媒介仍是電視、雜誌、報紙等傳統媒體。而現在，我們有了大量的數位媒體和社群媒體。然而，不論行銷媒介如何演變，其核心始終圍繞著「人」。

I recently earned a Verified Certificate in Marketing Psychology from the University of Oxford's Saïd Business School. This got me thinking back to when I studied the same subject in university 26 years ago. Back then, the internet wasn't widespread and was very slow. The marketing landscape was relatively simple, with traditional media like television, magazines, and newspapers being the primary channels. Now, we have a vast array of digital and social media. However, no matter how marketing channels evolve, the core always revolves around "people."

什麼是行銷心理學？

What is Marketing Psychology?

行銷心理學是一門結合心理學原則和行銷策略的學科，旨在了解消費者行為、決策過程以及影響其購買意願的心理因素。它深入探討人們的需求、欲望、動機、感知和態度，並將這些洞察應用於產品開發、品牌溝通、定價策略和銷售技巧上，以更有效地吸引和說服目標客群。

Marketing psychology is a field that combines psychological principles with marketing strategies. Its goal is to understand consumer behavior, decision-making processes, and the psychological factors that influence purchasing intent. It delves into people's needs, desires, motivations, perceptions, and attitudes, applying these insights to product development, brand communication, pricing strategies, and sales techniques to more effectively attract and persuade target audiences.

以人為核心的行銷心理學：關鍵技巧

People-Centric Marketing Psychology: Key Techniques

無論行銷工具如何日新月異，以人為核心的行銷心理學有幾個不可或缺的技巧：

No matter how rapidly marketing tools evolve, there are several indispensable techniques for people-centric marketing psychology:

• 理解消費者需求與動機

  Understanding Consumer Needs and Motivations

  
  

  這是所有行銷活動的基石。深入研究目標受眾的痛點、願望、價值觀和生活方式，才能創造出真正能解決問題的產品或服務。

  This is the cornerstone of all marketing activities. Only by thoroughly researching the target audience's pain points, desires, values, and lifestyles can you create products or services that genuinely solve problems.

• 情感連結

  Emotional Connection

  
  

  人們的購買決策往往受情感驅動。透過故事敘述、品牌個性以及提供超出預期的體驗，與消費者建立情感共鳴，能有效提升品牌忠誠度。

  People's purchasing decisions are often driven by emotion. Building emotional resonance with consumers through storytelling, brand personality, and delivering experiences that exceed expectations can effectively boost brand loyalty.

  
  

• 信任與說服

  Trust and Persuasion

  
  

  在資訊爆炸的時代，建立信任至關重要。利用社會證明（如使用者評價）、權威性（專家推薦）和稀缺性（限時優惠）等心理學原理，可以更有效地說服潛在客戶。

  In an age of information overload, building trust is crucial. Using psychological principles such as social proof (e.g., user reviews), authority (expert recommendations), and scarcity (limited-time offers) can more effectively persuade potential customers.

• 認知偏誤的應用

  Application of Cognitive Biases

  
  

  了解人類常見的認知偏誤，如錨定效應（第一個看到的價格會影響後續判斷）或損失規避（人們傾向於避免損失而非獲得同等收益），可以幫助設計更有效的定價和促銷策略。

  Understanding common cognitive biases, such as the anchoring effect (the first price seen influences subsequent judgments) or loss aversion (people tend to avoid losses more than they seek equivalent gains), can help design more effective pricing and promotion strategies.

B2B 行銷與品牌的崛起

B2B Marketing and Branding on the Rise

約莫 20 年前，許多 B2B 公司並不重視品牌和行銷，他們認為只要產品價格低、品質好就足夠了。然而，現今的環境已截然不同。即使是 B2B 企業，也必須高度重視行銷與品牌塑造。這是因為最終消費者對品牌的認識和偏好，正逐漸影響著 B2B 供應商的採購決策。

About 20 years ago, many B2B companies didn't prioritize branding and marketing, believing that low prices and good quality products were sufficient. However, today's environment is entirely different. Even B2B enterprises must place high importance on marketing and brand building. This is because end consumers' brand awareness and preferences are increasingly influencing the procurement decisions of B2B suppliers.

舉例來說，過去一家生產手機螢幕玻璃的 B2B 公司可能只需專注於技術和成本。但現在，如果消費者對某個品牌的智慧型手機螢幕保護貼有高度的品牌忠誠度，並且這個保護貼強調使用了某種「超耐刮」的玻璃，那麼手機品牌商在選擇其螢幕玻璃供應商時，就會傾向於選擇那個消費者熟知的玻璃品牌所合作的供應商。即使是供應商，也必須透過行銷，讓自己的「元件品牌」被下游的品牌商甚至最終消費者所認識和認可。又例如，許多消費者現在在購買電腦時，會特別看重是否搭載了 Intel 或 AMD 處理器，這就是 B2C 的品牌影響力，反過來促使 B2B 廠商（如電腦製造商）在採購元件時，必須考慮這些消費者認知的「品牌元件」。

For example, a B2B company that produced smartphone screen glass might have only needed to focus on technology and cost in the past. But now, if consumers have high brand loyalty to a particular brand of smartphone screen protector, and that protector emphasizes the use of a certain "super scratch-resistant" glass, then the smartphone brand choosing its screen glass supplier will tend to choose a supplier that collaborates with the glass brand known to consumers. Even as a supplier, it must use marketing to make its "component brand" known and recognized by downstream brands and even end consumers. Another example is how many consumers now specifically look for Intel or AMD processors when buying a computer. This is an example of B2C brand influence, which in turn forces B2B manufacturers (like computer makers) to consider these consumer-recognized "branded components" when procuring parts.

解決人的需求：行銷的終極目標

Solving Human Needs: The Ultimate Goal of Marketing

總而言之，無論時代如何變遷，科技如何發展，行銷的核心始終不變：解決人的需求 (Solving human needs)。從理解消費者的心理，到建立品牌連結，再到影響 B2B 的採購決策，所有的行銷努力都應指向滿足人們的實際需求與深層渴望。只有真正以人為本，才能在快速變化的市場中立於不敗之地。

In conclusion, no matter how times change or technology advances, the core of marketing remains constant: solving human needs. From understanding consumer psychology to building brand connections and influencing B2B purchasing decisions, all marketing efforts should aim to satisfy people's actual needs and deep desires. Only by truly putting people first can one remain invincible in a rapidly changing market.