Good afternoon, distinguished profeors and teachers.I come from cla 1, and my name is Wang Yunxue.It is my great honor to speak here.And I\'m very glad to share my topic with you.First and foremost, I would like to show my sincere thanks to you, my dear teachers, thanks for your enthusiastic supports, expert guidance and constant encouragement in the course of my four years college study.And I still need to show mythanks to my supervisor, Teacher Yu Lijin, for her valuable instructions, insightful guidance and constant encouragement, without her help, this paper would not have been finished at all.
Well, then I will introduce my study now.The title of my paper is The Cases and Analysis of Emotional Marketing.I choose this as my topic because I’m very interested in economy.Nowadays, along with the continuous development of social economy, the prosperity of market economy and the improvement of people’s living standards, our consumption level has changed from the basic function of commodities demand, to the pursuit of commodity added value, the original sales model can no longer meet the emotional needs of consumers.Consuming emotion has become dominant for a company to gain sustainable competitive advantages, and it meets customer\'s emotional harmony to keep customer loyal.If a company wants to gain consumers’ loyalty for the brand, he has to consider the user\'s experience andconsumer\'s emotional differences as the core value.Transpositional consideration is the base of the comprehension and application of emotional marketing.Our inner world like emotional experience and the thinking models are objectively demanded to be combined with consumers.Companies should experience and think in consumer\'s place, so they can link up the emotional communication with consumers.Then they can gain the marketing effectivene.In this paper, through grasping the deep factors of modern economic appearance to analysis the emotional marketing in this modern economic times.Based on the study results, some specific measures of implementing emotional marketing are given, which are suitable for China’s conditions.What’s more, according to my internship experience, some methods and models are sorted out .I hope that it can improve the relationship between enterprises and customers, increase customer satisfactory index and core competitive capability of enterprise, fuel the motivation for innovating, raise brand awarene and promote the degree of brand .Then the enterprise can hold consumer’s state of mind well.
总体The consumption emotions and loyalty index become the main competitive advantages that make enterprises succeed.In this study, conclusions are all based on the analysis of emotional theory and marketing management.Meanwhile, it gives some integration of the marketing project.This article mainly expounds emotional marketing, the applications, the importance and the application elements of emotional marketing.Next, it makes the cost and marketing modal analysis, using the theory of marketing, bending with practice.It can help the enterprises to realize more particular knowledge of emotional marketing.每章The whole thesis consists of 6 parts.The first part gives a brief introduction of this study.It introduces the basic information of emotional marketing.Such as, Research Background ,The Research Status and Significance of the Research as well as Methods of the Thesis.In the first part, I introduce the concepts of emotion and emotional marketing.In this part, research status and significance are discued together, because research status and significance are eential in deciding the neceity to carry out this study.Chapter two discues the Emotional Marketing in detail, including the concept, origin and the development of the emotional marketing.Chapter three takes KFC fast food and the park of Disneyland for example.It discues the specific emotional marketing steps of these two companies. Then it gives us some enlightenment gained from these and it draws the conclusion that emotional marketing is an Inevitable Choice in Modern Market.Chapter 4 puts forwards some approaches to curry out emotional marketing.It includes the analysis, three parts of implementing emotional marketing, introduction and specific methods of emotional marketing.Chapter 5 is the conclusion.Emotional marketing management can build better marketing environment.Marketing environment not only can bring threat to one enterprise but also can bring opportunities to it.The marketing environment regulates the development of the enterprises.If the marketing environment can meet consumers’ need of sense of beauty, atmosphere and the pursuing tastes, the enterprise will build a good image, establish good relationship with consumers and achieve their long term goal.
