Research On Lifelong Customer Cultivation Strategy Of China Eastern Airlines Based On Brand Anthropomorphic From The Perspective Of Emotional Bond

In the post epidemic era of consumption upgrading,consumers’ minds have changed,and brand marketing pays more attention to the added value given to consumers by brands.Practice has proved that successful brand anthropomorphic marketing can endow the brand with personality characteristics,change the brand’s "cold" strange image in the past,meet the personalized needs of consumers,establish a bridge of emotional bond between consumers and brands,and make it a loyal consumer of brands.China’s civil aviation started late,and most consumers do not fully understand airlines.They often choose tickets based on comprehensive service score,price and departure time,so it is difficult to fall in love with an airline.Based on this phenomenon,this thesis introduces emotional bond as the intermediary variable of the research model to observe the internal logic between brand anthropomorphic and brand loyalty.That is to deepen the emotional bond between consumers and airlines through brand anthropomorphic marketing,so as to improve brand loyalty,hoping to realize the value transformation from brand loyalty to lifelong customers of airlines.Firstly,based on the summary of the current situation of brand marketing personification and literature review,this thesis defines the relevant concepts and paves the way for the theory.Then it analyzes the current situation of brand anthropomorphic and marketing of China Eastern Airlines,designs the hypothetical relationship,puts forward the model,and measures the dimension of variables.According to this,the questionnaire is designed,and the collected questionnaire data are analyzed and tested.Then,based on the current situation and existing problems of China Eastern Airlines,the collection of questionnaire survey opinions and empirical research results,this thesis puts forward the lifelong customers cultivation strategy of personification of China Eastern Airlines brand.Finally,this study concludes that brand anthropomorphic can positively affect brand loyalty,and emotional bond play an intermediary role.On this basis,it puts forward the strategy of brand anthropomorphic design,that is,impression clue personification design is the basis and interactive clue personification design is the catalyst;emotional bond strengthening strategy,that is,credibility emotional bond strengthening,establishing customer emotional foundation,compelling emotional bond strengthening,increasing brand premium ability,connecting emotional bond strengthening,and creating interactive viscosity mechanism.On the basis of the two strategies,pay attention to consumer perception and behavior,optimize the closed-loop strategy,and cultivate lifelong customers of airlines.