Research on the Application of Emotional Marketing Strategy in the Brand Development Process of Nongfu Spring

DOI

10.2991/978-2-494069-97-8_75How to use a DOI?

Keywords

Emotional Marketing Strategy; Brand Management; Nongfu Spring; Qualitative Research; Case Study Approach

Abstract

With consumption upgrading and the saturation of the Chinese drinking water market, the production technology and quality assurance of the major brands have developed. In this context, consumers are not only pursuing the practicality of products but more about achieving the resonance and personality of emotional needs. Nongfu Spring now occupies the leading position in China’s drinking water industry, the brand reputation and consumer engagement are also improving year by year, which is closely related to its application of emotional marketing strategies. This study intends to conduct an in-depth analysis and investigation of the emotional marketing strategy used by Nongfu Spring in the process of brand development and explore the reasons for its success. The author adopted a qualitative method and a case study approach to collect 6 cases related to the emotional strategies of Nongfu Spring from Sina Weibo to study the emotional marketing strategies adopted by Nongfu Spring since 2015. The research results show that Nongfu Spring realizes emotional brand image strategy and establishes emotional interaction and communication with consumers through making full use of social media and emotional advertising strategy, that is, skippable advertisements and micro-documentaries, as well as the emotional packaging strategy such as regional and interactive packaging design. The findings of this study can help other brands, especially Chinese drinking water brands, to win loyal consumers through effective emotional marketing strategies.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yiyang Hou
PY  - 2023
DA  - 2023/02/13
TI  - Research on the Application of Emotional Marketing Strategy in the Brand Development Process of Nongfu Spring
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 586
EP  - 595
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_75
DO  - 10.2991/978-2-494069-97-8_75
ID  - Hou2023
ER  -