基于情感营销的情感制造策略研究
摘 要
本文研究基于情感营销的情感制造策略，旨在解决现代营销中的情感制造问题及消费者情感需求的变化。通过梳理情感营销及情感制造的相关概念及理论，并结合消费者行为心理，提出基于情感传播的品牌概念打造、创新情感制造策略的实施以及情感营销与社会责任的结合等优化方案。同时，也给出了针对当前情感制造策略存在的问题，如缺乏情感传递的内容和方式不合理等的相应解决建议，包括大数据的情感分析应用、情感传递的内容和方式优化以及个性化情感制造策略的实施。本文的研究成果在企业开展情感营销方面具有相当的参考价值，本文还在未来的研究建议中提出大力发展情感智能化技术、推广基于情感制造策略的可行性分析方法以及加强品牌情感体验地营造等建议。
关键词：情感营销、情感制造、消费者需求
Abstract
This paper studies the emotion manufacturing strategy based on emotion marketing in order to solve the problem of emotion manufacturing in modern marketing and the change of consumers' emotional needs. Through sorting out related concepts and theories of emotional marketing and emotional manufacturing, and combining with consumer behavioral psychology, this paper puts forward some optimization schemes, such as brand concept building based on emotional communication, implementation of innovative emotional manufacturing strategy and combination of emotional marketing and social responsibility. At the same time, it also gives the corresponding solutions to the problems existing in the current emotion manufacturing strategy, such as the lack of unreasonable content and way of emotion transmission, including the application of big data emotion analysis, the optimization of the content and way of emotion transmission and the implementation of personalized emotion manufacturing strategy. The research results of this paper have considerable reference value for enterprises to carry out emotional marketing. In the future research suggestions, this paper also proposes to vigorously develop emotional intelligence technology, promote the feasibility analysis method based on emotional manufacturing strategy and strengthen the creation of brand emotional experience.
摘 要
本文研究基于情感营销的情感制造策略，旨在解决现代营销中的情感制造问题及消费者情感需求的变化。通过梳理情感营销及情感制造的相关概念及理论，并结合消费者行为心理，提出基于情感传播的品牌概念打造、创新情感制造策略的实施以及情感营销与社会责任的结合等优化方案。同时，也给出了针对当前情感制造策略存在的问题，如缺乏情感传递的内容和方式不合理等的相应解决建议，包括大数据的情感分析应用、情感传递的内容和方式优化以及个性化情感制造策略的实施。本文的研究成果在企业开展情感营销方面具有相当的参考价值，本文还在未来的研究建议中提出大力发展情感智能化技术、推广基于情感制造策略的可行性分析方法以及加强品牌情感体验地营造等建议。
关键词：情感营销、情感制造、消费者需求
Abstract
This paper studies the emotion manufacturing strategy based on emotion marketing in order to solve the problem of emotion manufacturing in modern marketing and the change of consumers' emotional needs. Through sorting out related concepts and theories of emotional marketing and emotional manufacturing, and combining with consumer behavioral psychology, this paper puts forward some optimization schemes, such as brand concept building based on emotional communication, implementation of innovative emotional manufacturing strategy and combination of emotional marketing and social responsibility. At the same time, it also gives the corresponding solutions to the problems existing in the current emotion manufacturing strategy, such as the lack of unreasonable content and way of emotion transmission, including the application of big data emotion analysis, the optimization of the content and way of emotion transmission and the implementation of personalized emotion manufacturing strategy. The research results of this paper have considerable reference value for enterprises to carry out emotional marketing. In the future research suggestions, this paper also proposes to vigorously develop emotional intelligence technology, promote the feasibility analysis method based on emotional manufacturing strategy and strengthen the creation of brand emotional experience.
Keyword:_Emotional marketing, emotional manufacturing, consumer demand
目 录
1. 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状和进展 1
1.3 研究目的和意义 2
2. 相关概念及理论基础 3
2.1 情感营销概念及发展历程 3
2.2 情感制造策略运用理论 3
2.3 消费者行为心理 4
3. 行业分析及现状 5
3.1 情感制造策略的现状和问题 5
3.2 消费者情感需求的变化 5
3.3 基于情感制造的新思路 6
4. 品牌建设中的情感传播策略 7
4.1 基于情感传播的品牌概念打造 7
4.2 创新情感制造策略的实施 7
4.3 情感营销与社会责任的结合 8
5. 情感传递的内容和方式优化策略 9
5.1 基于大数据的情感分析应用 9
5.2 情感传递的内容和方式优化 9
5.3 个性化情感制造策略的实施 10
6. 结论 11
参考文献 12
致 谢 13
