预览加载中,请您耐心等待几秒...
1/3
2/3
3/3

在线预览结束,喜欢就下载吧,查找使用更方便

如果您无法下载资料,请参考说明:

1、部分资料下载需要金币,请确保您的账户上有足够的金币

2、已购买过的文档,再次下载不重复扣费

3、资料包下载后请先用软件解压,在使用对应软件打开

基于消费者体验的花炮企业品牌推广策略研究的中期报告 中期报告 一、ResearchBackgroundandSignificance 1.1ResearchBackground Fireworks,asatraditionalculturalindustryinChina,areusedtocelebratevarioustraditionalfestivalssuchastheChineseNewYear,theSpringFestival,andtheLanternFestival.However,withthedeclineoftraditionalfestivalsandtherapiddevelopmentofmodernsociety,themarketforfireworkshasgraduallyshrunk.Therefore,itisincreasinglycrucialforfireworksenterprisestoimprovetheconsumerexperienceandenhancebrandawarenesstomaintainacompetitiveedgeandremainrelevant. 1.2ResearchSignificance Inthecurrentera,consumersaremoreinclinedtopursueahigh-qualitylifeexperience,whileshoppingbehavioranddecisionsareprimarilybasedonconsumers'emotions,feelings,andattitudes.Therefore,improvingtheconsumerexperiencehasbecomeanessentialfactortoincreasebrandloyaltyandenhanceproductcompetitiveness.Thisstudyaimstoexplorehowtodevelopbrandpromotionstrategiesthatarebasedontheconsumerexperienceinthefireworksindustry,withtheaimofenhancingbrandrecognition,increasingsalesrevenue,andimprovingcustomersatisfaction. 二、TheoreticalFramework 2.1BrandingTheory Theconceptofbrandingistocreateauniquename,slogan,orsymbolthatrepresentsaproduct'ssuperiorityovercompetitors.Brandingisessentialforenhancingenterprises'competitivenessandrealizingthelong-termdevelopmentofenterprises.Brandbuildinginvolvescreatingandmaintainingchannelsofcommunication,whichultimatelyleadstobrandequityandconsumervaluefortheenterprise. 2.2ConsumerExperienceTheory Consumerexperiencetheoryemphasizesthatcustomers'subjectivefeelingsandexperiencesarecriticaltotheirbehavioranddecision-makinginconsumption.Theexperiencecanbedividedintothreestages:pre-purchaseexpectation,purchaseprocessandpost-purchaseevaluation.Consumersnotonlyseekproductsorservicesbutalsoseekpositiveemotionalexperiencesandsatisfactionintheconsumptionprocess. 三、ResearchContentandMethods 3.1ResearchContent Thisstudywilltakeatypicalfireworksenterpriseastheresearchobject,analyzethecurrentmarketsituation,andconductsurveysandintervie