近年来,各大品牌公司纷纷将生活情境融入营销策略之中,以情境广告、微电影等形式对产品进行宣传,这种营销方式受到广泛好评。本文主要从消费者心理学角度,结合当前社会化媒体环境对这种现象进行归因分析,揭示了消费者的心理需求正从理性向感性进行转变,这对公司未来制定营销策略具有一定的启示意义。 In recent years, major brand companies have integrated their life situations into their marketing strategies, advertised the products in the form of situational advertising and microfilms, and such marketing methods have been widely praised. This article mainly analyzes the phenomenon from the perspective of consumer psychology and the current social media environment, and reveals that the psychological needs of consumers are changing from rationality to sensibility, which has certain enlightenment for the company to formulate the marketing strategy in the future significance.