互联网环境下茶饮品牌拟人化营销沟通效果及其影响因素  

The Communication Effect of Anthropomorphic Marketing of Tea Brands in the Internet Environment and Its Influencing Factors

作　　者：叶知绿 陈依琦 姜赛 YE Zhilv;CHEN Yiqi;JIANG Sai(School of Psychology,Beijing Normal University,Beijing 100875,China)

机构地区：[1]北京师范大学心理学部,北京100875

出　　处：《心理技术与应用》2025年第2期111-118,共8页Psychology(Techniques and Applications)

摘　　要：拟人化营销是茶饮品牌顺应当下互联网环境而采取的营销策略,有利于加强茶饮品牌与消费者的联系,提升消费者对品牌的好感度和购买量。收集2020年被评选为中国十大最受欢迎茶饮品牌前八名的微博帖子,进一步统计、编码和分析茶饮品牌的发帖内容,探讨其拟人化营销的沟通效果及影响因素。结果发现,拟人化营销是否有互动、是否有具体的互动内容、互动内容是否与茶饮产品相关是影响拟人化营销沟通效果的重要因素。Anthropomorphic marketing is an increasingly common brand marketing strategy in today's Internet environment,which is conducive to strengthening the relationship between tea brands and consumers,and improving consumers'preference for brands and purchase volume.Our study aims to collect Weibo posts from the top 8 tea drink brands among the top 10 most popular tea drink brands in China.Further statistics,coding,and analysis of the post content of tea drink brands conducted to explore the communication effectiveness and influencing factors of their anthropomorphic marketing.The results showed that whether there is interaction in anthropomorphic marketing,whether there is specific interactive content,and whether the interactive content is related to tea beverage products are the important factors affecting the communication effectiveness of anthropomorphic marketing.

关 键 词：拟人化营销 互联网 品牌 沟通效果 互动 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]