经济危机环境下营销对品牌构建的影响研究.docx

PAGE PAGE 25 d 题目:经济危机环境下情感式营销对品牌维度构建的影响研究——以美汁源为例 院系名称：专业班级： 学生姓名：学号： 指导教师：教师职称： 摘 要 本文通过分析情感式营销对企业品牌维度构建的影响，提出了系统的构建情感品牌的思路，分阶段将情感式营销活动对品牌维度的影响进行分析，让企业对情感式营销有了清晰的认识。在当前的经济形势下，可以对企业的行为进行了指导，通过企业连续的情感营销活动，不断的加深品牌维度在消费者头脑中的印象，树立企业良好的形象。 文章从国内外情感式营销的研究现状出发，对涉及到的情感式营销的概念进行了界定，分析了现有的研究阶段和研究成果，对品牌维度构建的情感因素进一步的分析说明，指出情感品牌维度的构成因素，并通过不同阶段消费者对品牌维度的感情，采取相应的情感式营销措施，以帮助企业理清通过情感营销构建品牌维度的思路。 通过本文的研究，主要得出以下结论：品牌维度的构成是由品牌知名度、品牌美誉度和消费者忠诚度构成的，伴随着三种因素的消费者的态度是:听说过、还不错、值得信赖;品牌维度的构建需要不断强化消费者对品牌维度的正面的形象，以帮助消费者认识品牌维度，了解品牌，喜欢品牌并成为品牌的忠实顾客。 关键词:品牌维度情感产品忠诚度 美之源 Title:The study of the effect of emotional marketing to the brand structure structuring in the situation of economic crisis Abstract This article offered thethoughtsthat systematicallystructure the emotional brand by analysing the effect of emotional marketing to enterprise brand structure structuring .Through the analysing by stages of the effect that emotional marketing have made to the brand structure，having enterprisesknown clearly to the emotional marketing. Under the current economic situation，it can guided the enterprises’ behavior .Through the enterprises’ continuous activities of emotionalmarketing，deepening the impression that the brand have made in the consumers’ mind ceaselessly，setting up the fine image of enterprises. The article sets off from the current situation of study of the emotion brand at home and abroad， having carried out a boundary to the related emotional marketing concepts，having analysing the currentresearch stage and research results，having further explained the emotion factors of the brand stucture structuring，pointing out the forming factors of emotion brand structure，and adopting the corresponding measures ofemotional marketing through the emotion of customers to the brand structure at different stages.In order to help the enterprises to clear up the thoughts of structuring the brand structurethrough the emotional marketing. We can get the following conclusions mainly through the research of the arti