Research On The Emotional Marketing Strategies Based On The Perspective Of Brand Identity

With the development of social economy,people's consumption level unceasing enhancement,enter the stage of emotional consumption gradually,the emotional needs of the consumers to become a new focus on marketing,companies will be emotional marketing into its marketing mode,and achieved good results.As an increasingly valued marketing mode,emotional marketing has refreshed the previous marketing mode,and the development of the Internet has provided a more comprehensive platform for emotional marketing.Brand as an important asset of the enterprise,can get consumers' identity is vital for the development of the enterprise,and the emotional marketing is the effective measure to improve consumer brand perception,therefore,emotional marketing strategy research is of great significance for the brand construction and development of the enterprise.The purpose of this paper is to conduct in-depth research on the strategy of emotional marketing based on the brand identity perspective,thus providing useful ideas for the marketing practice of enterprises.This article uses the literature analysis,case analysis and the method of depth interview,first of all to the brand identity and the emotional marketing theory of domestic and foreign research present situation carries on the detailed review and comb,and on the basis of literature review of the related dimensions of emotional marketing and brand recognition,this paper expounds the study puts the emotional marketing brand recognition point of view of the reason;Then,we build an emotional marketing strategy model based on brand identity.On the basis of this model,the kindness to classic online game Westward Journey 2 as the research object,and analyze how it through emotional marketing strategy to enhance consumer's brand perception,finally to put forward the countermeasures and the future of suitable for emotional marketing prospect.This paper argues that,the enterprise can through the emotional products,channels of emotional design,advertising,emotion,emotional pr five dimensions of emotional marketing mix strategy,make consumers produce psychological identity,thus improve enterprise's Brand identity.