|Project Title:||Research on Jiangxiaobai’s Brand Construct Based on Emotional Marketing|
|Author:||Mr. Yin Shaoxaun|
|Advisor:||Dr. Li Zhang|
|Degree:||Master of Business Administration (International Program)|
|Major:||International Business Management|
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020
Yin, Shaoxaun. (2019). Research on Jiangxiaobai’s Brand construct based on emotional marketing. (Independent study, Master of Business Administration). Bangkok: Siam University.
With the increasingly rich materialistic life of people in today’s era, consumers also began to enter the stage of spiritual consumption. When some goods are endowed with emotional labels and stimulate the desire of consumers to buy, all types of marketing models related to emotion emerge. Jiangxiaobai brand, as a representative of domestic liquor emotional marketing, has won the favor of young people with its heart piercing copywriting. In particular, Jiangxiaobai’s core product, which was launched at the end of the second quarter of 2016, increased by 86% year-on-year in the third quarter. However, in the first half of 2018, under the background of the recovery of liquor industry, many companies with the performance of listed companies of A-share categorized liquor companies has achieved substantial growth, Jiangxiaobai has encountered many problems such as decline in sales.
From the perspective of use and satisfaction, this paper focosed on Jiangxiaobai brand as the research object. The emotional marketing strategy was the main research content and studied, through the literature research method, investigation analysis method, interdisciplinary research method and other research methods, situation of jiangxiaobai brand emotional marketing strategy was illustrated from four aspects: emotional brand, emotional promotion,emotional product and emotional service This paper analyzes the influence of Jiangxiaobai’s brand emotional marketing strategy on the audience’s brand purchasing behavior from the four dimensions of audience’s cognitive needs, entertainment needs, social needs and emotional needs, and puts forward corresponding assumptions, so as to more specifically address the audience’s psychological needs, put forward problems and corresponding adjustment suggestions on its emotional marketing strategy, so as to enhance Jiangxiaobai’s brand purchasing power.
This paper analyzes the correlation between the four variables in Jiangxiaobai’s emotional marketing strategy and the psychological needs of the audience, as well as the mediating effect of the psychological needs of the audience on the brand purchase behavior. Thus, the paper puts forward some problems in Jiangxiaobai’s emotional marketing strategy, such as small difference in brand concept, weak promotion, single product line, narrow fan service range, etc, At the same time, from the perspective of meeting the psychological needs of the audience, this paper recommends strategies to enhance the brand purchasing behavior of consumers, such as deepening brand culture, enriching emotional promotion, expanding diversified product lines, and emotional service precision.
Keywords: Emotional marketing, Jiangxiaobai Liquor, Marketing strategy.
Research on Jiangxiaobai’s Brand Construct Based on Emotional Marketing
Master of Business Administration (International Program), Siam University, Bangkok, Thailand
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