摘要
为了使品牌的营销手段在日益激烈的市场竞争中脱颖而出,在传统葡萄酒企业的理性营销手段中加入情感因素,研究情感营销在葡萄酒企业品牌运用及市场切入中的应用。为更好地掌握消费者的情感偏好,首先深入研究情感营销的内涵,分析情感营销的独特作用,结果表明,情感营销在构建舒适和谐的营销环境、增加消费者的品牌忠诚度以及同行竞争方面均拥有较为明显的作用,以此构建相应模块用来培养品牌信徒、创建品牌互动社区、发掘品牌历史、积极与客户沟通,为品牌的情感制定传播方向,以感染力、排他性和统一性作为营销情感价值实现葡萄酒企业的品牌运用和市场切入。
In order to make the brand marketing means stand out in the increasingly fierce market competition,emotional factors are added to the rational marketing means of traditional wine enterprises,and the application of emotional marketing in brand application and market entry of wine enterprises is studied.In order to better grasp the emotional preferences of consumers,the connotation of emotional marketing is studied in depth,and the unique role of emotional marketing is analyzed.The results show that emotional marketing plays an effective role in building a comfortable and harmonious marketing environment,increasing consumers’brand loyalty,and peer competition.The corresponding modules are constructed to cultivate brand believers,create consumer community,explore brand history,communicate with consumers,and set the communication direction for the brand emotion.In order to realize the brand application and market entry of wine enterprises,infectivity,exclusiveness and unity should be the core features of emotional marketing.
作者
姜艳
JIANG Yan(School of Economics and Management,Shaanxi Energy Institute,Xianyang,Shanxi 712000,China)
出处
《酿酒科技》
2021年第4期125-130,共6页
Liquor-Making Science & Technology
关键词
理性营销手段
消费者情感偏好
情感营销内涵
品牌忠诚度
情感传播方向
rational marketing means
consumers’emotional preference
connotation of emotional marketing
brand loyalty
emotional communication direction
