Research On Emotional Marketing Strategy Of JZZ Distillery

After the creation of the "prohibition" in 2013,Chinese macro economic structure to promote the reform and restructuring period,liquor market shrinks seriously,the liquor company in order to clear inventory for big price war,the competition in the industry is increasing,Enterprise brand competition gradually replaced by advertising.Under the background of "Internet +",the consumer consumption tendency is often formed by public praise,liquor-making enterprises should break through the traditional off-line marketing means,make use of the advantage of Internet,reduce the distance between the brand and the consumer,to form their own public praise.Therefore,how to strengthen the competitiveness of liquor enterprises through emotional marketing,with emotion to promote customer satisfaction,to meet changing customer demand,the emotions into products to improve customer loyalty and so on,a series of practical problems to be solved.Firstly,this thesis combined with the current development trend of liquor-making industry and change the way of marketing,puts forward the public consumption of liquor emotional marketing strategy is the topic marketing strategy,combined with the emotional marketing strategy will be relevant liquor brand marketing in the development of brand image,marketing and the marketing channels are compared,and analyzed the factors of liquor-making industry related to emotional marketing.Secondly,with Anhui province key liquor production enterprise-JZZ liquor mid-range liquor as the research object,based on the emotional marketing theory,JZZ liquor was introduced in the history background,industry development present situation and prospect.JZZ wine through the STP market analysis and positioning,by adopting the combination of comparative analysis and empirical research method,detailed study about the present situation of emotional marketing and brand operation.And then,on the basis of customer satisfaction investigation,with qualitative analysis and quantitative analysis as research methods,find out the enterprise facing problems and causes of the problem.Thirdly,this thesis combined with the emotional marketing theory,put forward five aspects of marketing strategy and implementation of security,such as "Internet + Emotional Marketing”,brand,product,price,and customer care.Lastly,this thesis with the emotional marketing strategy to solve the current diversified background,how to break through the traditional liquor industry marketing limitations,use informationization,new media tools and through emotional marketing to promote the brand image,and then improve customer loyalty.Emotional marketing also exists its defects,such as product structure,resources,etc.These problems should be attentioned in the future.