Study On Emotional Marketing Strategy Of Jiangxiaobai Brand From The Perspective Of Uses And Gratifications

With the increasing material life of people in today's era,consumers are beginning to enter the stage of spiritual consumption.When certain commodities evoke the desire of consumers to buy because they have given emotional labels,various emotion-related marketing models have emerged.As a representative of domestic alcoholic emotional marketing,Jiang Xiaobai brand has won the favor of young people with the poetry of the people,especially the core product expression bottle listed by Jiang Xiaobai at the end of the second quarter of 2016,in the third quarter.It has increased by 86%.However,in the first half of 2018,Jiang Xiaobai has experienced many problems such as sales decline.From the perspective of use and satisfaction,this paper takes Jiang Xiaobai brand as the research object and the emotional marketing strategy as the main research content.Through literature research method,investigation analysis method,interdisciplinary research method and other research methods,from brand emotion The four aspects of the emotional marketing strategy of Jiang Xiaobai's brand,while focusing on the cognitive,demand,entertainment,social and emotional needs of the audience,analyze the river's cognitive marketing,entertainment needs,social needs and emotional needs.The influence of Xiaobai brand's emotional marketing strategy on the audience's brand purchasing behavior,and establish the theoretical model of the research,and put forward corresponding hypotheses.Through the data results of the questionnaire survey,the reliability analysis,correlation analysis and mediation effect analysis of SPSS are used to make assumptions.Derivation and verification,so as to more specifically target the psychological needs of the audience,raise questions and corresponding adjustment suggestions for their emotional marketing strategies to enhance Jiang Xiaobai's brand purchasing power.This paper analyzes the correlation between the four variables in Jiang Xiaobai's emotional marketing strategy and the psychological needs of the audience,thus proposing the emotional marketing strategy of Jiang Xiaobai's brand.The difference in brand concept is small;the promotion of promotion activities is weak;the product line is relatively simple;the scope of fan service is narrow,and at the same time,from the perspective of satisfying the psychological needs of the audience,it is proposed to deepen the brand culture;enrich the form of emotional promotion;expand the multi-product line;Emotional service precision and other strategies to enhance consumer brand buying behavior.