《买单》是一篇让人深思的文章，通过描述生活中的点点滴滴，勾勒出人与人之间的情感纽带。作者用细腻的笔触描绘出友谊、亲情和爱情的微妙关系，让读者感受到生活中的温暖和真实。文章引人深思，让人反思自己在人际关系中的态度和行为。
买单读后感篇一
作者核心观点是营销由于环境的变化、经济的发展、消费方式的改变、文化的差异等因素的改变，已经不再单纯依赖于品牌营销或某种营销策略，取而代之的是“混沌营销”，而我认为是需求营销。同作者的观点，人们会自己创立品牌，也可以抛弃品牌，可以由于心理因素高价购买，也可以理智分析后选择质优价廉产品，买与卖的界限划分越来越模糊不清。其本质是物品由人的需求界定，品牌也是，所以购买是人自身需求的体现，是其意识主导产生的行为。买单不再是简单的商品交换过程，而是对其商品的认可，对其营销方式的认可。
PS：本书确实用户体验不好，如同一些书友写的甚为“混沌”，对于这种类似“散文”的写法，还是较为陌生。也许作者就想通过本书，让读者体验混沌之感。
买单读后感篇二
最近很喜欢行为经济学，却对学经济本身的理性人假设产生越来越多的疑问。
单说“经济人假设”，只是一个模型，不能解释我们生活中的好多现实问题。但是生活中的人大多数是不完全理性的，这是否就是说经济人假设仅限理论呢？
回到《买单》这本书。
书中营销密码、混沌营销模式这些概念似乎为我打开了另一种概念的视窗。作为厂家，今天生产什么 ，再决定营销步骤，通过这些途径卖出产品的传统模式似乎不再适用。似乎更应该是，了解市场，做好市场调研，根据消费者的口味研究产品，这样的路径好像无意中就省去了“营销”的步骤，但是是更加讲这一步融入消费者的生活中，产品是生活模式选择的一部分。
套用理性人模型。这样的结果不正是供给、需求模型下理性人追求个人利益最大化的结果么？消费者拒绝被营销，理性选择自己似乎真正需要的消费品，以达到既最少消费，又符合自我生活品味的目的。商家根据消费者的口味定制产品，正是为了更多的销量，达到利益最大化。
当然，《买单》书中似乎是为这样一个理性分析的步骤从一个商人化的视野加入了很多文化、人性分析的缘故。
话说回来，这样的分析表面看来是一种“混沌营销”，但是从经济学的角度来讲，似乎更像产品市场调研的步骤，不过在现代人更理性的基础上，从为了更多的供给产生利益试图控制市场上的“需求”，到根据“需求”调整“供给”的更加合理化的过程罢了。
经济初学，如有不足敬请指正。
买单读后感篇三
人们可以推定真实性的象征是扎根于某种形式的经验和可证明的现实之中，将赢得一场比赛而获得的奖杯与支付几美元从当铺里得到的比较一下，就能够了解其不同，一种是绝对明确真实的，另一种则不是。
所以，苹果品牌能够吸引很多的消费者，因为其产品确实与众不同，具有真正的创新；耐克公司品牌的真实性，表现在这家公司本身就可以帮助运动员取得成就。任何品牌，如果没有通过这个基本性检验，按照这个思路，就将不能在新的消费经济中生存下来。
也许我们生活的世界充满着标志，是因为喜欢、向往甚至需要符号这种东西。
这些电影都表现了下面两个主题中的一个：
其中之一是：在内心深处，我们每个人都不同，都是独特的、特别的。
另一个是：在内心深处，我们都一样。
多年来，我一直把这一看法当做笑话，然而后来却突然发现，这绝不是个笑话。事实上，它阐述了现代生活中人们的最根本的不安。
我们都希望自己首先是个独立的个体。
我们所有人又想让自己成为一个比自己更大的团体中的一分子。
除去这种不安便是需求密码的全部意义所在。
符号可以有超越理性消费因素的含义，部分原因是它们有助于我们解决个性和归属感的平衡问题。
大脑回忆“真”和“假”的记忆活动十分相似。显然，当翻译器帮助我们确保“自己”的故事正确，是和大脑的记忆活动相同的。——原来自我欺骗是有科学依据的
显现性——看的越多，越熟悉，大脑会发生变化。
实用性——你只会关注自己要买的东西的广告，但是实用性是可以被创造出来的。
理性思维带来结论，基于本能冲动而不是基于深思熟虑的感性思维则带来行动。
广告宣传业并不是欺骗了我们，只是给了我们一个理由，激励消费者经济人“采取行动”。
however，市场的改变，使得理性将在充满想法的市场上取得胜利。
买单读后感篇四
Buying in
Introduction
1. This book is about: the secret dialogue between what we buy and who we are, and how it is changing. (P6)
2. Murketing= murky+ marketing (P17)
1) Murky: the increasingly sophisticated tactics of marketers who blur the line between branding channels and everyday life.
2) Marketing: consumer behavior has been the primary beat
Part one the desire code
Chapter one: the desire code: meaning
1. 4.5 rational factors：price, convenience, quality, pleasure,( ethics) (P16)
2. The pretty good problem (P17)
3. The commodity t: (P19)
The less differences there are in different types of products, the more a brand has to do to distinguish itself.
4. Ecko unltd.’s cul-de-sac cred （Ecko Unltd的街头信条）(P21)
品牌的形成建立于“真实性authenticity”的实现之上。
5. The “projectability” of hello kitty (P24)
Not only can logos have meaning, and not only can that meaning be manufactured—it can be manufactured by consumers.
6. The hundreds (Hundreds 公司)
Maybe we live in a world riddled with logos because symbols are something that we enjoy, desire, and even need.
Chapter two: the straw man in the gray flannel suit: balancing individuality and belonging.
1. The fundamental tension of modern life
What the Desire Code do for us: (P20)
1) Individuality: We all want to feel like individuals
2) Belonging: We all want to feel like a part of something bigger than ourselves
2. Outlaws and outcasts (反叛者与弃儿)
Each one of us is unique
3. Joining is over
Feeling like part of something bigger
4. Oh, dotage—up yours! (P36)
Using symbols of leisure activities and material culture to help us feel as if we have resolved the tension between individuality and belonging.
5. Identity leisure
The symbols aren’t defined by rational rules; they’re flexible and open to individual interpretation. (P39)
Chapter three: rational thinking: how the Desire Code plays out in the individuals
1. where to find the desire code: to figure out the consumers
2. the interpreter: (P43)
1) the interpreter is the name for the functions of the mind that enable us to make sense of the world and construct a coherent narrative of our lives.
2) “cognitive dissonance” 认知失调 “the confirmation bias” 确认性偏见
3. eat popcorn:
Much of our consumer decision making plays out somewhere below the level of explicit, conscious thought. They are irrational.
4. Remember the magic？
强调“非理性消费因素”
5. Pattern invention(创造模式)
We can be affected by influences that we are not directly aware of; in some cases, rational thinking gets replaced by rationale thinking.
Chapter four: ignoring the joneses(无视攀比)
1. Rational success: ipod 的故事 (P52)
2. The object (产品本身)：
As impressive as the ipod’s technical specs and design elements are, these rational factors alone were not quite enough to explain its success. (P57)
3. Salience and relevance:: 显现性与实用性 (P57)
1) Salience: we have to know about something, be familiar with it, have it easily accessible in our mind.
Salience is such a big part of what the commercial persuasion industry aims to achieve.
2) Relevance: what’s relevant to us becomes salient to us.
Relevance can also be invented. E.g. Listerine.
4. A not-so-rational success story: Live Strong腕带的故事
人们的购买行为had little to do with any particular property of the object; it had everything to do with us consumers.
5. Multiple choice: (P62)
The ipod succeeded not because of any specificity, but b ecause of multiplicity. It fit into many disparate personal narratives, by way of many disparate rationales.
6. Who we’re telling stories to:
7. “We want actions”
Understanding how your interpreter might affect your decisions—understanding the difference between rational thinking and rationale thinking—matters.
Part two marketing
The click does not mediate experience; it mediates media. It makes the clicker feel unpassive and free form control.
Gone are the days when the big guys order consumers around and forcing us to buy their products and content. The consumer is in control.
Thanks to all of this, rationality will triumph in the marketplace of ideas and the marketplace itself.
This is the new world of marketing: aiming to blur the rules of the traditional sales pitch—to make marketing more murky.
Consumer empowerment消费者权力理论
Chapter five chuck taylor was a salesman (collaboration and brand meaning)
1. Official meanings
2. Where timbs come from: the story of Timberland boots
Swartz(founder) had made a fundamental mistake. It was that he quite clearly believed that could have the last say on what his brand really stood for—on what Timberland really means.
3. Roots of marketing: the 1980s (P79)
The problem of potential customers:
Through Dapper Dan’s creations, luxury brands were given, against their will, a fresh significance to a new consumer who had never been those brands’ intended target.
4. Pink boots: Timberland’s turning point
5. Owning converse
Who is responsible for defining converse’s meaning.
6. Chucks for the masses 大众的查克
It also hardly matters whether those consumers were what the brand owners had in mind. Consumers can give a brand a whole new set of meanings.
Collaboration and brand meaning:
It was possible for consumers to “collaborate” in, or simply invent, brand meaning long before corporations started talking about letting them do so.
Timberland
Converse
PBR (P93)
Chapter six rebellion, unsold. 乱，未售出
1. The militant consumer 激进的消费: listening to consumers
2. Bike messenger polo: introduction of PBR
3. The mysterious return of PBR
The consumers of PBR can’t be fooled by marketing and in fact tend to detest it.
4. Newfangled youth: they are individuals, not followers.
5. The protest brand: PBR (P93)
PBR’s fan base grew not despite the lack of marketing support, but because of the lack of marketing support.
PBR’s brand meaning could be filled in by consumers.
6. Roots of marketing: the 1930s: the importance of young people
7. See through this: people’s identity with brands (P98)
1) Everybody sees right through traditional advertising.
2) The youth can see through it, but the take for granted the idea that a brand is as good a piece of raw identity material as anything else.
8. Making things up 编造故事
Chapter seven click (本部分引言还有一些内容)(P69/70/103/105/110/105)
1. In every living room
The internet and other new technologies—the click breaks up the passive media audience of the past.
Traditional advertising has no authority—no control—over the new forms of public in the postclick world.
2. Things that can’t be tivoed out: a new advertising strategy
3. New publics:
The tivo’s strategy: to build its own team of gamers and insert them into the game community.
4. In every pocket: our clicky new world will be defined by more commercial messages, not fewer.
5. Deodorant as culture 除臭剂文化：
The click world is not a place where marketers have lost control. It’s a world where they have gained new freedom—to be practically everywhere.
Chapter eight very real
1. What scion understands
Scion wasn’t a brand whose meaning originated with consumers and was subsequently amped or nurtured by a company; it seemed to be going exactly according to Toyota’s plans.
2. The big idea: Murketed
3. “keeping everything very real”: authenticity was the core of the brand
4. Rickety bridges 摇摇晃晃的桥 (P121)
1) Experiment: Men& beauties& a rickety bridge
2) Ultimately it’s your consumer’s perception, the way they feel about the brand, that really affects how the brand does.
3) Apart from a logo projected on one wall, all the marketing material had been shoved aside.
Chapter nine the murkiest common denominator 混沌营销者的共同点
1. The unknown publicity stunt 未知的宣传鳌头
2. Explaining Red Bull
1) Red Bull was not following what had been the dominant strategy of the dot-com era—a big explosion onto the scene, epitomized by something like a Super Bowl ad.
2) Street vibe strategy.
3) The company never offered any rational explanation of what Red Bull is and who is the target. It never sent a clear message to the masses.
3. The murkiest common denominator (P132)
Murky: let the rationale thinkers spot the pattern that works for them and fill in all the blanks.
4. Roots of marketing: the 1890s
5. The interesting effects of energy drinks
6. All about marketing
Chapter ten the commercialization of chitchat 商品化闲谈
1. Unhidden persuaders: ourselves
BzzAgent, word-of-mouth strategy
An act of civility was converted into a branding event.
2. What motivates the agents:
1) Rewards: some kind of quasi-financial motivation
2) The desire to talk
3) The feel of a bit like an insider
4) Sharing and altruism(利他主义)
3. Magic people:
4. Non-magic people(P146-152)
Bzz Agent and word-of-mouth marketing.
Are their opinions “honest”？ Yes. (P154)
Is it necessary to be magic？ No
Are Bzz agent’s paid？ No
5. The “mere ownership” effect 单纯拥有效应
Why would the volunteers work so hard to get other people excited about these products？
1) Most people tend to join campaigns for things that interest them.
2) Once something has been given to us , we value it more, even they are equal.
3) In the “social market”, we are likely to get a better effort out of our friends under the social market scenario than by offering the cash equivalent of the pizza.
6. Honest opinions
Since the agents were not being paid, they tended to see themselves as not being involved in marketing at all. So they will give their honest opinion.
7. Stronger than persuasion
The volunteers want to be part of something, and they need belonging, connection, and believing.
Chapter eleven the brand underground
Part three invisible badges 无形的徽章
Nowadays, with the development of the society, consumer spending is driven by desire, not need.
In the murketing era, what seems new is rather the degree to which they have embraced branded material culture as an acceptable way to quench those thirsts. Thus commercial persuasion is more thoroughly integrated into our lives than ever. Thus consumers have not resisted branding and marketing.
The “consumer is in control” theorizing seems so counterproductive to me because it merely panders to rationale thinking.
Consumption ethics: if there is one thing we really ought to be “in control” of, it’s our own behavior.
Chapter twelve murketing ethics
1. Consumer ethics(P178)
1) Ethical consumption is on the rise:
“green” or eco-conscious, or sustainable& “sweat free”& global trade
2) What many of us tell pollsters has very little to do with our actual behavior
3) Murketing makes that kind of near universal consensus harder to attain.
2. “it fucking failed”:
Charney, American Apparel, SweatX
得到的经验教训：building a brand solely around a company’s ethical practices was not a good strategy for reaching masses of consumers, which was why American Apparel was moving away from the ethical sell to something very different.
3. Externalities
Although consumers concern about ethics, the clatter of externalities can affect their behavior.
Perhaps this is why so many big companies and brands are not so much changing their products as simply adding new alternatives to their existing lines or in some cases just carving a small donation to charity out of their profit margins.
4. Sexy t-shirt for young people: the turning of American Apparel: youth and sex
Charney had concluded that ethical consumers were a niche, and he doesn’t think trumpeting work conditions will help him compete.
5. Other rationales
Packaging徽章：most brand owners simply make the most they can of their best practices, rather than doing anything to change their worst ones.
Chapter thirteen what’s the matter with wal-mart shoppers？
Chapter fourteen beyond the thing itself
