题目:经济危机环境下情感式营销对品牌维度构建的影响研究——以美汁源为例院系名称：专业班级：学生姓名：学号：指导教师：教师职称：dII摘要本文通过分析情感式营销对企业品牌维度构建的影响，提出了系统的构建情感品牌的思路，分阶段将情感式营销活动对品牌维度的影响进行分析，让企业对情感式营销有了清晰的认识。在当前的经济形势下，可以对企业的行为进行了指导，通过企业连续的情感营销活动，不断的加深品牌维度在消费者头脑中的印象，树立企业良好的形象。文章从国内外情感式营销的研究现状出发，对涉及到的情感式营销的概念进行了界定，分析了现有的研究阶段和研究成果，对品牌维度构建的情感因素进一步的分析说明，指出情感品牌维度的构成因素，并通过不同阶段消费者对品牌维度的感情，采取相应的情感式营销措施，以帮助企业理清通过情感营销构建品牌维度的思路。通过本文的研究，主要得出以下结论：品牌维度的构成是由品牌知名度、品牌美誉度和消费者忠诚度构成的，伴随着三种因素的消费者的态度是:听说过、还不错、值得信赖;品牌维度的构建需要不断强化消费者对品牌维度的正面的形象，以帮助消费者认识品牌维度，了解品牌，喜欢品牌并成为品牌的忠实顾客。关键词:品牌维度情感产品忠诚度美之源dITitle:ThestudyoftheeffectofemotionalmarketingtothebrandstructurestructuringinthesituationofeconomiccrisisAbstractThisarticleofferedthethoughtsthatsystematicallystructuretheemotionalbrandbyanalysingtheeffectofemotionalmarketingtoenterprisebrandstructurestructuring.Throughtheanalysingbystagesoftheeffectthatemotionalmarketinghavemadetothebrandstructure，havingenterprisesknownclearlytotheemotionalmarketing.Underthecurrenteconomicsituation，itcanguidedtheenterprises’behavior.Throughtheenterprises’continuousactivitiesofemotionalmarketing，deepeningtheimpressionthatthebrandhavemadeintheconsumers’mindceaselessly，settingupthefineimageofenterprises.Thearticlesetsofffromthecurrentsituationofstudyoftheemotionbrandathomeandabroad，havingcarriedoutaboundarytotherelatedemotionalmarketingconcepts，havinganalysingthecurrentresearchstageandresearchresults，havingfurtherexplainedtheemotionfactorsofthebrandstucturestructuring，pointingouttheformingfactorsofemotionbrandstructure，andadoptingthecorrespondingmeasuresofemotionalmarketingthroughtheemotionofcustomerstothebrandstructureatdifferentstages.Inordertohelptheenterprisestoclearupthethoughtsofstructuringthebrandstructurethroughtheemotionalmarketing.Wecangetthefollowingconclusionsmainlythroughtheresearchofthearticle:theformationofbrandstructureiscomposedofthebrandnotability，thegoodreputationofthebrandandtheconsumerfidelity.Accompanyingthethreefactors，therearethreekindsofattitudesofconsumers:havingheardofthebrand，thebrandisnotbad，thebrandisworthtrusting;Thebrandstructurestructuringneedstostrengthenunceasinglythepositiveimageofthebrandstructureofconsumers，tohelpconsumerstorecognizebrandstructure，knowabrand，befondofabrandandbecomefaithfulcustomerstothebrand.dIIKeywordsBrandStructureEmotionalProductsFidelityMinuteMaiddIII目录1引言..............................................................11.1选题背景........................................................11.2研究目的和意义..................................................11.3文献综述........................................................11.4研究内容与方法..................................................32情感式营销概述....................................................42.1情感式营销的概念................................................42.2情感式营销的意义...............
