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Qiuyan Wang. Research on Corporate Liquor Brand Building Based on Emotional Marketing Strategy : A Case Study of Jiang Xiaobai Brand of Chongqing Jiang Xiaobai Liquor Company. Master's Degree(Business Administration). Dhurakij Pundit University. Learning Center and Library.. : Dhurakij Pundit University, 2022.
Research on Corporate Liquor Brand Building Based on Emotional Marketing Strategy : A Case Study of Jiang Xiaobai Brand of Chongqing Jiang Xiaobai Liquor Company
基于情感营销策略的企业白酒品牌建设研究以重庆江小白酒业公司江小白品牌为例
Name: Qiuyan Wang
LCSH:
Brand choice
-- Research
Abstract:
本文以江小白酒品牌为研究对象,主要从产品、价格、渠道、促销、服务等情感营销策略入手,从消费者接受的层面考察江小白品牌定位对消费者购买行为的影响,以及澄清该战略的现状。从企业品牌情感性、广告情感性、产品情感性和管理服务的情感性这四个研究方面,采用比较文献对照研究结果和用户问卷调查进行分析论证的基本方法,分析了情感营销策略的现状。根据问卷调查、SPSS可靠性分析、相关分析和卡方检验的结果,可以对假设进行检验,并为适应使用情感营销策略提供问题和适当的建议,以详细了解消费者的需求,提高酒厂的品牌建设。
本文系统分析总结了江小白提出的情感营销传播策略及其与企业品牌传播建设相关的这四个关键变量及其之间存在的相关性。调查研究发现,该两家公司目前在中国白酒品牌忠诚度建设研究领域提出的白酒情感化营销的战略差异性还不大,只有相对单一的白酒产品线和比较狭窄的白酒粉丝服务。品牌建设战略应包括深化品牌文化,扩大多样化的产品线,微调情感服务以改善消费者的购买行为。
Abstract:
From the perspective of the brand construction of liquor enterprises, With Jiang Xiaobai brand as the research object, With the emotion marketing strategy as the main research content, Through the literature research method, the investigation and analysis method, Explain the current situation of the emotional marketing strategy of Jiang Xiaobai brand from the four aspects of brand emotion, emotional promotion, emotional product emotion and emotional service, And analyze the influence of Jiang Xiaobai brand emotional marketing strategy from the two dimensions of brand value and brand differentiation on brand construction, And to establish a theoretical model of the research, Propose the corresponding hypotheses, From the data results of the questionnaire survey, Using the reliability analysis, correlation analysis and chi-square test of SPSS, Verification of the hypothesis, And thus more specific to consumer needs, Put forward problems and corresponding adjustment suggestions for the use of emotional marketing strategies, To enhance the brand construction of liquor enterprises.
This paper analyzes the correlation between the four variables in the emotional marketing strategy of Jiang Xiaobai and the brand construction, thus puts forward the problems of brand culture, the deepening of the brand culture, the precision, and so on to improve the brand purchasing behavior of consumers.
Dhurakij Pundit University. Learning Center and Library.
Address:
BANGKOK
Email:
library@dpu.ac.th
Name: Daoming Wang
Role:
Principal Supervisor
Modified:
2567-09-09
Created:
2022
Issued:
2024-09-06
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration (MBA)
Level: Master's Degree
Descipline: Business Administration
Grantor: Dhurakij Pundit University
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Qiuyan Wang
| Title | Contributor | Type |
|---|---|---|
| Research on Corporate Liquor Brand Building Based on Emotional Marketing Strategy : A Case Study of Jiang Xiaobai Brand of Chongqing Jiang Xiaobai Liquor Company
มหาวิทยาลัยธุรกิจบัณฑิตย์ Qiuyan Wang | Daoming Wang | วิทยานิพนธ์/Thesis |
Daoming Wang