完善情感营销策略的有效探索  

An Effective Probe into Emotional Marketing Strategy

作　　者：赵永胜[1] ZHAO Yong-sheng(Wuxi Vocational Institute of Commerce,Wuxi Jiangsu 214153)

机构地区：[1]无锡商业职业技术学院商学院,江苏无锡214153

出　　处：《天津商务职业学院学报》2020年第3期45-51,共7页Journal of Tianjin College of Commerce

基　　金：2019年江苏省高校哲学社会科学课题“产业结构优化背景下无锡市创意产业创新生态系统演进研究”(项目编号:2019SJA2291)阶段性研究成果。

摘　　要：在商品极大丰富、购物渠道多元化的今天,如何通过情感营销吸引新客户、维系老客户、提升顾客忠诚度成为企业的工作重心。本文在对情感营销组成要素进行分析的基础上,分别解析了情感营销成功与失败的案例,从构建"四化"型情感营销服务模式、构建不同类型的情感营销模式、实施全程性情感营销策略、加强情感营销的广告诠释四个方面提出完善情感营销的具体策略。The present world is full of abundant commodities and diversified shopping channels.It is the top priority for enterprises to attract new customers,retain established customers and enhance customer loyalty through emotional marketing.Based on analysis of the elements of emotional marketing,this paper expounds some successful and unsuccessful cases of emotional marketing respectively.And then it proposes specific strategies to improve emotional marketing from four aspects:building"four-modernization"service modes,establishing different types of emotional marketing modes,implementing whole-process emotional marketing strategy and strengthening advertising interpretation of emotional marketing.

关 键 词：情感营销 策略 探索 

分 类 号：F274[经济管理—企业管理]