基于情调营销的品牌活化机理研究

Research on the Mechanism of Brand Revitalization Based on Sentimental Tone Marketing

品牌活化又称老化品牌的重塑。相对于有形产品的品牌活化,服务企业的品牌活化相对更加复杂,也相对更加重要。本文聚焦于服务企业,在国内外相关文献研究的基础上探讨并且得到了基于情调营销的品牌活化机理,即情调营销的组合要素→品牌情调→品牌关系和服务品牌忠诚→服务品牌资产。基于情调营销品牌活化机理的研究结论无疑是对品牌营销和体验营销的原有理论的进一步深化,其具体思路和方法对于服务企业进行服务品牌活化也具有很强的指导作用。

Brand revitalization is also called as aging brand reconstruction. Compared with brand revitalization of the tangible products, brand revitalization of services＇ companies is relatively more complex, also relatively more important. On the basis of related literature, the paper focuses on services＇ companies, explores and draws the mechanism of brand revitalization based on sentimental tone marketing, namely mix elements of sentimental tone marketing^brand sentimental tone--brand relationship and services＇ brand loyalty^services＇ brand equity. The result about the mechanism of brand revitalization based on sentimental tone marketing is helpful for the original theories of brand marketing and experiential marketing to deepen further and for services＇ companies to revitalize the services＇ brands.