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论文编号：	632
作者编号：	2120062021
上传时间：	2008/6/20 9:35:57
中文题目：	提升品牌权益的情感营销策略研究
英文题目：	Research on Improving Brand Eq
指导老师：	白长虹
中文关键字：	品牌;品牌权益;情感;情感营销
英文关键字：	Brand;Brand equity;Emotion;Emo
中文摘要：	随着市场竞争的激烈化，越来越多的企业认识到，品牌是企业重要的无形资产，也是实现差别化竞争优势的重要手段。出色的品牌允许企业索取溢价，并获得超额利润。品牌对消费者的心理和行为产生了影响，能够给企业带来高额的回报和稳定的收益，否则，品牌价值就无从谈起。品牌权益作为品牌所具有的附加价值，这一概念自八十年代提出以来，成为营销领域最重要的研究课题之一。品牌权益主要由品牌知名度、认知质量、品牌忠诚度、品牌联想等维度构成的观点已经被业界所广泛认同，而这主要都是相关信息建立在消费者大脑中的品牌知识结构。企业要想获得品牌所独有的价值，就必须通过品牌权益的建构来创造出一系列提升品牌权益的措施。因此，创建与提升品牌权益着实为企业当务之急，而如何有效利用资源，运用各种策略来建构品牌权益、为品牌创造最大价值，更是企业不容忽视的关键议题。 在现代社会日益激烈的市场竞争中，谁能与顾客保持沟通，把握住顾客的需要，尤其是情感需求，并与顾客建立牢固的关系，从而推动企业品牌权益的提升，谁就能获得竞争优势，立于不败之地。因而，研究形成品牌权益提升的内在机制，及如何有效的实施情感营销，就十分有现实意义了。 本文首先对品牌权益和情感营销相关文献进行了回顾与探讨，提出了基于品牌权益提升的情感营销之概念性框架，然后分析了情感营销对品牌权益的作用机制，在此基础上探索性地提出了基于“情感营销－品牌权益提升”互动的情感营销策略模型，并论证了服务型企业必须在找准与顾客价值契合的基础上，系统、多元、持久地与顾客互动，才能利用情感营销有效提升品牌权益。 本文最后还通过服务业实施情感营销提升品牌权益的成功案例分析证明了本文的观点与结论。
英文摘要：	With the fierce competition in the market, more and more enterprises recognize that brands are not only important intangible assets, but also an important means of competitive advantage for the differentiation. By establishing and creating brand equity, companies can achieve the real particular value of brand. The concept regarding brand equity as the additive value of brand has become one of the most important research topic from as early as it is has been brought out in 1980th. The idea that brand equity is mainly composed by brand awareness, perceived quality, brand loyalty, brand association and some other factors has been widely accepted within the industry and this is the brand information framework in the mind of consumers set by related information. Therefore, to establish and create brand equity has become an emergent affair of a company, moreover, how to use resources efficiently and how to establish brand equity using all kinds of strategies to create most value for brand is a key point can not be ignored. In a modern society increasingly fierce competition in the market, who can maintain communication with customers and seize the needs of customers, especially the emotional needs of the customers and building strong relationships, so as to promote the equity of corporate brand, who will be able to gain competitive advantages, invincible. As a result, studying on enhancing brand equity on the formation of an internal mechanism and how effective implementation of customer marketing emotional is very realistically significant. In the first stage, my paper reviewed and discussed the related research on brand equity and emotional marketing. Based on the literature review, the framework of marketing management of emotional marketing based on promoting brand equity is introduced. On the next stage, the effect mechanism of emotional marketing on brand equity was analyzed. Moreover, the way of emotional marketing based on promoting brand equity is introduced. Finally, this research proved the views and results by analyzing the successful case of Haagen-Dazs promote brand equity through the strategy of emotional marketing.
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