摘    要   

选题以体验经济为背景，详细分析了养生堂集团在情感营销情感设计、情感包装、情感商标、情感价格、情感广告、情感公关、情感服务等策略中的应用，来体现情感营销对于养生堂品牌美誉度提升及产品好感度加强的积极影响。并结合文献得出情感营销的优势劣势。情感营销策略在体验经济背景下具有良好的发展和应用前景，对于企业的发展，品牌的营销，社会经济活动具有重大意义。这个课题的研究以养生堂集团为例，探索情感营销策略研究不仅有理论意义，而且具有现实意义，在互联网经济的崛起和全球化的竞争下，我国传统企业必须与国外营销经验丰富，实力强大的品牌开展竞争，在这一环节中如何利用情感营销提高自身企业优势，加强品牌营销具有重要意义。85329

Abstract：Selected topic background of experience economy, analyzes in detail the digest group in the emotional marketing emotion design, emotion packing, emotion label, emotion price, emotional advertising, public relations and emotional service strategy, the application of to reflect emotional marketing for ve brand reputation and the product of strengthen the positive impact。 Combined with the advantages and disadvantages of literature that emotional marketing。 Emotional marketing strategy under the background of experience economy have good development and application prospect, for the development of the enterprise, brand marketing, social and economic activities is of great significance。 The subject research in ve group, for example, to explore the emotional marketing strategy research not only has theoretical significance, but also has practical significance, and the rise of the Internet economy under the competition of globalization, traditional enterprise of our country must with overseas marketing experience, strong brand competition, how to make use of emotional marketing in the link to improve their business advantage, strengthen the brand marketing is of great significance。

毕业论文关键词：体验经济；情感营销； 营销策略

Keyword: Experience economy; Emotional marketing; The marketing strategy

目录

1。引言 4

1。1选题背景 4

1。2研究目标和意义 4

1。3研究内容和方法 5

1。4研究创新点 5

1。5技术方案 5

2。情感营销背景及定义 6

2。1 情感营销背景-体验经济 6

2。2 情感营销定义及其策略 7

2。3养生堂集团介绍 7

3。 情感营销策略研究（结合养生堂集团） 8

3。1情感设计策略 8

3。2情感包装策略 8

3。3情感品牌策略 9

3。4情感价格策略 9

3。5情感广告策略 9

3。6情感公关策略 10

3。7情感服务策略 11

4。情感营销对于源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 品牌营销的优劣分析 12

4。1情感营销优势分析 12

4。2情感营销劣势分析 12

5。品牌情感营销策略研究总结与展望