1快消品微电影广告的情感营销策略——以百事《把乐带回家》为例内容摘要：微电影广告的兴起，丰富了广告的形式。情感营销也成为了快消品营销的重要策略之一，但应用中仍存在问题。本文旨在通过对快消品百事的《把乐带回家》系列微电影广告的分析，探索其在情感元素的选择、情感元素的表现形式以及情感营销策略上的优势及特点，从而为快消品微电影广告在情感营销方面提出一些建议和思考。关键词：微电影广告情感营销快消品Theemotionalmarketingstrategiesofmicro-filmadvertisingaboutFMCG—withPepsiCo'sTakeTheHappyHomeforexampleAbstract:Withthedevelopmentofmicro-filmadvertising，theformsofadvertisement2becomemoreplentiful.AndemotionalmarketingisconsideredasoneofthesignificantstrategiesforFastMovingConsumerGoodsmarketing.Buttherearestillsomeproblemswhenstrategiesareused.ThispaperintendstoanalyzethePepsiCo'sTakeTheHappyHome,figuringoutthestrengthandcharacteristiconthechoiceofemotionalelements,theexpressionofemotionalelements,thestrategyofemotionalmarketing.Thus,puttingforwardtoseveralsuggestionsfortheemotionalmarketingaboutFastMovingConsumerGoods'micro-filmadvertising.Keywords:Micro-filmAdvertisementEmotionalmarketingFMCG目录一、引言............................................................................................................................1二、微电影广告的发展现状............................................................................................2（一）微电影广告的介绍及现状分析....................................................................2（二）微电影广告中的情感营销分析....................................................................21．情感营销的特点及重要性..........................................................................32．情感营销运用中存在的问题......................................................................4三、百事《把乐带回家》的情感营销分析....................................................................4（一）情感元素的选择............................................................................................5（二）情感元素的表现形式....................................................................................631．影片情感内容与品牌的结合......................................................................62．影片人物与品牌目标受众的情感维系......................................................73．积极情感的构建对品牌好感度的提升......................................................7（三）情感营销手段................................................................................................81．情感共鸣效应..............................................................................................82．整合式互动营销..........................................................................................83．持续性情感体验..........................................................................................9（四）情感营销效果分析........................................................................................9四、快消品微电影广告的情感营销策略思考..............................................................10（一）微电影广告与品牌的结合需协调自然......................................................10（二）情感营销方式的创新性、针对性..............................................................10（三）针对受众的情感刺激内容应不断变化......................................................10参考文献...........................................................................................................................12
VIP
