在现实生活中人的消费行为是理性和感性的统一。在品牌营销中通过使用消费感性化、个性化或感性消费、情感消费、象征性消费等体验营销方式更容易为人们所接受。也就是说,消费者是以对产品的直观、感觉、情感、主观偏好和象征意义作为消费选择的原则。这是体验营销的重要方式。它与理性消费不同,后者侧重的是价格和产品的功能,依据功能与实用原则。感性消 In real life, consumer behavior is the unity of reason and sensibility. In the brand marketing through the use of perceptual, personalized or emotional consumption, emotional consumption, symbolic consumption and other experiential marketing more easily accepted by people. In other words, consumers regard the intuition, feeling, emotion, subjective preference and symbolic meaning of products as the principle of consumption choice. This is an important way to experience marketing. It is different from rational consumption, which focuses on the functions of prices and products, based on the functional and practical principles. Sensual consumer