Carbonated Beverage Industry Brand Sensual Communication Research In Carbonated Beverage Industry

Sensory era has quietly come, consumers buy the product, the selection of the brand at the same time more and more attention to sensory experience brought about by the spirit of joy satisfaction. Obviously, the brand to give consumers the feeling on a single dimension sensory stimulation has been insufficient to meet their needs.Sensory current developments indicate a new era in the coming era of brand communication, brand communication in the new millennium, the five senses as a business or brand marketing communication strategy and tactics of the core. Previous single sensory mode of transmission will become the past, will be ushered in vision, hearing, touch, smell, taste senses of propagation. For the definition of sensual communication, refers to the brand in the communication process, and fully mobilize the human senses of sight, hearing, touch, taste and smell, to carry out "color" pleasing to "sound" moving, "Taste" attractive to "love" experiential touching scene affected, the appeal aims to create perceptual experience the feeling, so that consumers participate effectively mobilize consumers to buy a marketing model.This study is realized in the coming of age of the senses to the brand carbonated soft drinks industry as an example of propagation of sensory analysis, to explore the current state of multi-dimensional sensory Spread. The main research methods used for the in-depth interviews, which were selected in a total of three large supermarkets in Guangzhou City: Vanguard, AEON supermarkets and one hundred, involving a total of 10 categories carbonated beverage products,50 consumers effective interviews, in-depth understanding of factor when consumers buy carbonated beverages under consideration, and the corresponding called sensory perception. In addition, the use of interviews and observations demonstrate, but also introduced the "brand experience" "sensory marketing", "Symbolic Interaction" and other related theories brand sensual propagation analysis. From a consumer point of view consciousness enhanced insight into the sensual brand spread from the source, through the use of the carbonated beverage industry Sensory Analysis and Investigation of the dialectical analysis of the challenges it faced in the communication process, pointing out that the transmission of information between sensory integrity and multidimensional conflict, sensory and complementary information delivery contradiction interference between sensory stimulation randomness of information transfer orderliness conflict problem is carbonated beverage industry sensual brand communication process should be avoided. Finally, the theoretical research and practical exploration of the combination of hearing, sight, smell, taste and touch different senses proposed communication strategy aimed at providing practical guidance for the carbonated beverage industry brand sensual spread.