| In recent years,cultural and creative products have been developing rapidly and popping up frequently,which is loved and sought after by consumers.In today’s world of diversified consumer needs and increasingly competitive industry,creative products that perfectly combine culture,innovation and branding are an effective means to increase brand awareness and revitalize brand image.With the continuous development and changes in Internet technology,online marketing has become an indispensable part of marketing.The production,research and marketing of cultural and creative products have also become an important direction for brand building of liquor enterprises.The major liquor companies actively carry out brand penetration,cultivate novel consumption scenarios,tap their own cultural connotations,and break through marketing bottlenecks by means of "cultural creation".At present,the competition of the cultural product of liquor industry at home is gradually becoming fierce,and various enterprises are vigorously carrying out the development and marketing of the cultural product,the Internet marketing of cultural product of liquor enterprise are innovating and developing constantly.As a leading company in the liquor industry,LZ is actively developing new areas and trying to market its products in the traditional liquor industry.However,as the cultural and creative products are the company’s extended and innovative products,the marketing plan of cultural and creative products is not clear enough and the development is relatively slow,so there is still much room for research and optimization.This thesis takes LZ company as the research object,and firstly,by combing a large amount of domestic and foreign related literature and using interviews with LZ cultural and creative product marketing managers and real consumers,the author analyzed the current situation of LZ’s cultural and creative product online marketing,and found that LZ’s cultural and creative product online marketing had problems,then refining four factors that may affect the purchase willingness.Then,the author took SOR theory as the overall theoretical framework,a research model with cultural fit,emotional experience,communication content quality,and marketing interaction as independent variables,purchase intention as dependent variable,and perceived value as mediating variable was constructed.By means of questionnaire survey,combining the research results of domestic and foreign scholars and the characteristics of cultural and creative products,32 measurement questions were designed and 290 valid questionnaires were collected,and combined with SPSS and AMOS data analysis software,reliability analysis and hypothesis testing were conducted on the sample data,and the following conclusions were finally drawn: cultural fit,emotional experience,communication content quality and marketing interaction significantly and positively affect perceived value,and perceived value significantly and positively affects purchase intention.Perceived value significantly and positively influences purchase intention,and perceived value plays a mediating role in the process of cultural fit,emotional experience,communication content quality and marketing interaction,respectively,which verifies the rationality of the theoretical model.Finally,the author suggests optimizing the online marketing of LZ’s cultural products: that is,deeply digging into the brand’s cultural connotation to improve the cultural fit of cultural and creative products;focusing on emotional experience and innovative marketing methods;improving the quality of communication content to increase product flow and conversion;paying attention to marketing interaction to guide consumers’ value co-creation.The author also hopes to provide reference for the Internet marketing development,brand establishment,and digging and extension of the market of the cultural and creative product of other liquor companies. |
