终端销售促进对于品牌情感的影响研究

发布时间：2018-05-15 00:40

本文选题：销售促进 + 品牌情感　；参考：《华中科技大学》2008年硕士论文

【摘要】： I传播对于品牌资产起着至关重要的作用,然而目前广泛使用的品牌传播手段开始出现应用瓶颈,广告成本越来越高,软文宣传越来越乏力,公关活动越来越离谱,作为营销组合中使用最为频繁和投入最多的终端销售促进,理应发挥与消费者直接接触的优势,利用这一过程,推动消费者品牌态度的改善和巩固。本文以大学生在销售促进活动中购买洗发水的行为作为研究对象,以传播理论和营销理论作为基本理论框架。结合哲学、社会学、心理学、语言学等有关情感态度的理论、观点和研究方法,研究了终端销售促进对于购后品牌情感的影响,运用实证研究的方法,就终端销售促进与购后品牌情感的关系进行了探讨。本文首先分析了销售促进的相关概念,对销售促进的各种工具进行了分类,并列举了目前学界有关销售促进与品牌资产的各种观点。然后,本文对品牌态度和品牌情感的相关概念、理论进行了论述。在文献基础上,本文建立了终端销售促进对购后品牌情感影响的模型。以武汉地区大学生在销售促进活动中购买洗发水的行为作为研究对象,以较为科学的问卷调查的方式研究了销售促进对于形成购后品牌情感的影响。研究发现,尽管价格促销形式能够给消费者带来更多省钱,购买力提升方面的利益,但是,价值促销能带来更多的娱乐和自我赏识意识,而这种精神层面的利益满足对于提升消费者的事件情感,乃至品牌情感,都有正面的影响。最后本文提出的营销建议是,销售促进应该主题明确,与品牌理念相符;在终端,应该采用以销售促进为中心运用4P组合;要坚持销售促进活动的诚信原则;要加强消费者调查,监控销售促进对品牌资产的影响。
[Abstract]:I communication plays a vital role in brand equity. However, the widely used means of brand communication begin to appear application bottlenecks, advertising costs are increasing, soft text publicity is becoming more and more weak, and public relations activities are becoming more and more outrageous. As the most frequently used and invested terminal sales promotion in the marketing mix, it should play the advantage of direct contact with consumers and make use of this process to promote the improvement and consolidation of consumer brand attitude. This paper takes the behavior of college students buying shampoo in sales promotion activities as the research object, and takes the communication theory and marketing theory as the basic theoretical framework. Combining with the theories, viewpoints and research methods of philosophy, sociology, psychology and linguistics, this paper studies the effect of terminal sales promotion on post-purchase brand emotion, and applies the method of empirical research. The relationship between terminal sales promotion and brand sentiment after purchase is discussed. This paper first analyzes the related concepts of sales promotion, classifies various tools of sales promotion, and lists various viewpoints on sales promotion and brand equity in academic circles at present. Then, this paper discusses the concept and theory of brand attitude and brand emotion. On the basis of literature, this paper establishes a model of the influence of terminal sales promotion on brand sentiment after purchase. This paper studies the effect of sales promotion on the formation of brand emotion after purchase of shampoo by college students in Wuhan with a more scientific questionnaire survey. The study found that while the form of price promotion can bring more savings and increased purchasing power to consumers, value promotion can lead to more entertainment and self-appreciation. This kind of spiritual level of interest satisfaction has a positive impact on the promotion of consumer emotional events, and even brand emotion. Finally, the marketing suggestion of this paper is that the sales promotion should have a clear theme and accord with the brand idea; at the end, the 4p combination should be adopted as the center of the sales promotion, the principle of good faith in the sales promotion activities should be adhered to; To strengthen consumer investigation, monitoring the impact of sales promotion on brand equity.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2;F224

【引证文献】