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...............