基于顾客满意度的情感营销探究——以王老吉“百家姓”产品营销为例

Research on Emotional Marketing Based on Customer Satisfaction——Taking the Marketing of Hundred Family Surnames Product of Wang Lo Kat as an Example

文化元素在产品设计上应用得越来越频繁,企业把文化元素应用到产品设计中,满足消费者的情感需求,成为企业营销发展的新趋势。本文以王老吉“百家姓”产品为例,基于情感营销的理论,以情感反应的三个维度——设计情感、产品情感和渠道情感为中介变量,构建产品设计与顾客满意度关系模型,运用实证分析方法探究情感反应的中介作用。研究结果表明,情感反应的三个维度在产品设计和顾客满意度的关系中存在显著的中介作用。据此,本文对企业如何有效地开展情感营销和提高顾客满意度提出了相应的建议。

Cultural elements are increasingly frequently applied in product design,and enterprises apply cultural elements to product design to meet the emotional needs of consumers,which has become a new trend in the development of enterprise marketing.This study takes the Wang Lo Kat's Hundred Family Surname product as the research object,based on the theory of emotional marketing,and uses the three dimensions of emotional response-design emotion,product emotion,and channel emotion as the mediating variables to construct the relationship model between product design and customer satisfaction,empirical analysis methods are used to explore the mediating role of emotional response.The results show that the three dimensions of emotional response play a significant mediating role in the relationship between product design and customer satisfaction.Based on this,the paper puts forward corresponding suggestions on how enterprises can effectively carry out emotional marketing and improve customer satisfaction.