摘要
随着市场竞争日益激烈，品牌建设逐渐从功能导向转向情感导向，情感营销成为企业提升品牌价值和消费者忠诚度的重要手段。本研究旨在探讨情感营销在品牌建设中的应用机制及其效果评估方法，通过问卷调查与案例分析相结合的方式，对不同行业的情感营销策略进行系统性研究。研究选取了10个典型品牌作为案例，收集了超过2000份消费者反馈数据，并运用结构方程模型（SEM）分析情感营销对品牌认知、品牌态度及购买行为的影响路径。结果显示，情感营销能够显著增强消费者的品牌认同感和情感联结，尤其是在消费品和服务行业中表现尤为突出。此外，研究发现情感营销的效果与品牌文化契合度密切相关，高契合度能进一步放大其积极作用。本研究的创新点在于提出了“情感契合度”这一概念，并构建了相应的评估框架，为品牌管理者提供了科学的决策依据。研究结果表明，情感营销不仅能够提升品牌的短期市场表现，还能通过建立深层次的情感连接实现长期竞争优势，为品牌建设理论与实践提供了新的视角和方法论支持。
关键词：情感营销；品牌建设；情感契合度；结构方程模型；消费者情感联结
Abstract
As market competition becomes increasingly intense, brand building has gradually shifted from function-oriented to emotion-oriented, making emotional marketing an essential approach for enterprises to enhance brand value and consumer loyalty. This study aims to explore the application mechanism of emotional marketing in brand building and its evaluation methods by combining questionnaire surveys with case analyses to conduct a systematic investigation of emotional marketing strategies across different industries. Ten representative brands were selected as case studies, and over 2,000 consumer feedback data points were collected. Structural Equation Modeling (SEM) was employed to analyze the influence pathways of emotional marketing on brand cognition, brand attitude, and purchasing behavior. The results indicate that emotional marketing can significantly strengthen consumers' brand identification and emotional connection, particularly in the consumer goods and service industries. Additionally, the study reveals that the effectiveness of emotional marketing is closely related to the alignment with brand culture, where high alignment amplifies its positive impact. A key innovation of this research lies in the introduction of the concept of "emotional fit" and the construction of a corresponding evaluation fr amework, providing brand managers with a scientific basis for decision-making. The findings demonstrate that emotional marketing not only improves a brand's short-term market performance but also achieves long-term competitive advantages by establishing deep emotional connections, offering new perspectives and methodological support for both the theory and practice of brand building.
Keywords：Emotional Marketing; Brand Building; Emotional Fit; Structural Equation Model; Consumer Emotional Connection
目 录
摘要 I
Abstract II
一、绪论 1
(一) 情感营销与品牌建设的研究背景 1
(二) 情感营销在品牌建设中的研究意义 1
(三) 国内外情感营销研究现状分析 1
(四) 本文研究方法与创新点 2
二、情感营销的理论基础与实践框架 2
(一) 情感营销的核心概念解析 2
(二) 品牌建设中的情感要素识别 3
(三) 情感营销在品牌传播中的作用机制 3
(四) 情感营销的实践框架构建 4
三、情感营销在品牌建设中的应用策略 4
(一) 情感共鸣在品牌定位中的应用 4
(二) 情感化内容对消费者行为的影响 5
(三) 社交媒体中情感营销的应用场景 5
(四) 跨文化视角下情感营销的差异化策略 6
四、情感营销效果评估体系与优化路径 6
(一) 情感营销效果评估的关键指标 6
(二) 数据驱动的情感营销效果测量方法 7
(三) 情感营销效果评估中的问题与挑战 7
(四) 提升情感营销效果的优化路径 8
结 论 9
参考文献 10
