目录摘要.............................................................................................................................1Abstract........................................................................................................................2前言.............................................................................................................................3一、情感营销理论......................................................................................................4（一）情感营销的含义...............................................4（二）情感营销的作用...............................................4（三）情感营销的方法...............................................51.建立情感品牌....................................................................................................52.开发情感产品....................................................................................................53.进行情感促销....................................................................................................5二、中国白酒行业市场营销现状..............................................................................5（一）我国白酒行业概况.............................................61.白酒行业深度调整后加速复苏........................................................................62.低端白酒生存空间受到挤压............................................................................6（二）我国白酒消费特点.............................................71.大众白酒是消费主流........................................................................................72.消费群体呈现年轻化趋势................................................................................73.“互联网+”营销模式受到消费者青睐...............................................................7（三）我国白酒行业的竞争分析.......................................8三、江小白高粱酒情感营销现状分析......................................................................9（一）情感产品现状.................................................9（二）情感品牌现状................................................10（三）情感促销现状................................................10四、江小白高粱酒情感营销的优势........................................................................11（一）情感产品策略的优势..........................................111.符合年轻人口味的酒体创新..........................................................................112.消费者参与的情感包装创新..........................................................................12（二）情感品牌策略的优势..........................................121.基于消费者情感诉求的品牌定位..................................................................122.基于社会化媒体的品牌传播..........................................................................133.用新潮线下活动提升品牌力..........................................................................14（三）情感促销策略的优势..........................................151.多渠道投放的情感广告..................................................................................152.超强内容力的IP营销.....................................................................................163.高用户参与的体验营销..................................................................................17...
