80年代以来,市场营销专家们喜欢用军事化语言来概括市场营销战略,以便形象地勾画商场竞争的激烈程度。营销心理威慑战略是指企业凭借一切可供利用的心理策略,打消或避免竞争对手的“侵略”意图。这一心理战略内含3层意思:一是它通过营销心理战,而非实战来瓦解竞争对手的竞争斗志,旨在避免双方在商战中的正面冲突;二是它是一种迷 Since the 1980s, marketing experts like to use militarized language to summarize marketing strategies in order to visualize the intensity of competition in the mall. The marketing psychological deterrence strategy refers to the enterprise’s psychological strategy that can be used to eliminate or avoid the competitor’s “aggressive” intention. This psychological strategy contains three layers of meaning: First, it uses marketing psychological warfare instead of actual warfare to disintegrate competitors’ fighting spirit, aiming to avoid a direct conflict between the two sides in the business warfare; second, it is a kind of fanaticism.