中国本土企业民族情感营销策略的运用

The National Sentiment-Based Marketing Strategy: Its Use in Chinese Firms

民族情感营销策略是一种有效的营销手段。然而作为其理论依据的消费者民族中心主义在中国却并不乐观。本土企业在运用民族情感营销策略时,要大力进行政府公关,让政府在全社会范围内培育消费者民族中心主义意识;在具体的营销广告宣传中,采用柔性诉求方式,杜绝使用空洞的爱国口号;在品牌形象设计上要赋予品牌符合人类普世价值观的内涵及推广口号。

The national sentiment-based marketing strategy is an effective marketing tool, but not well-developed in the Chinese context. To successfully implement national sentiment-based marketing strategy, local firms need to （i） work with governments through public relations to foster ethnocentrism in the whole society, （ii） make appeal in the advertising campaign, through emotion rather than empty patriotic slogans, and （iii） endow the brands in their image designing with the connotation and the promotion slogans that correspond to the universal values of human beings.