RESEARCH ON JIANGXIAOBAI'S BRAND CONSTRUCT BASED ON EMOTIONAL MARKETING YIN SHAOXUAN 6117195014 AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION CRADUATE SCHOOL OF BUSINESS SIAM UNIVERSITY 2019 CONTENTS ABSTRACT .................................................................................................................. 1 CHAPTER I: INTRODUCTION ............................................................................... 3 1.1 Background: ..................................................................................................... 3 1.2 Significance ...................................................................................................... 4 1.3 Research ........................................................................................................... 7 1.4 Emotional Marketing ..................................................................................... 10 1.4.2 The Role of Emotional Marketing ....................................................... 10 1.4.3 Use and Satisfaction ............................................................................. 11 CHAPTER II：LITERATURE REVIEW ............................................................... 15 2.1 Introduction .................................................................................................... 15 2.2 Literature Review ........................................................................................... 16 2.3 Research Gaps ................................................................................................ 19 2.4 Summary of Important Literature .................................................................. 20 CHAPTER III: RESEARCH METHODOLOGY .................................................. 21 An Empirical Study on the Affective Marketing Strategy of Jiang Xiaobai Brand ..... 21 3.1 Presentation and Hypothesis of Research Models ......................................... 21 3.1.1 Theoretical Models ............................................................................. 22 3.1.2 Research Hypothesis ........................................................................... 22 3.2 Research Design and Data Collection ............................................................ 29 3.2.1 Design of Questionnaire ....................................................................... 29 3.2.2 Questionnaire Pre-survey and Reliability Analysis ............................ 30 3.2.3 Data Collection ................................................................................... 32 3.3 Reserch Findings ............................................................................................ 32 3.3.1 Analysis of Basic survey data .............................................................. 33 3.3.2 Correlation Analysis ............................................................................ 38 3.3.3 Mediator Effect Analysis ..................................................................... 40 CHAPTER Ⅳ：DATA ANALYSIS ......................................................................... 42 4.1 Introduction .................................................................................................... 42 4.2 Brand positioning of Jiang Xiaobai ............................................................... 46 I 4.2.1 Target Population ................................................................................ 46 4.2.2 Product Packaging ............................................................................... 47 4.2.3 Product Prices ..................................................................................... 47 4.2.4 Communication Methods .................................................................... 47 4.2.5 Moutai Brand Positioning Strategy ..................................................... 48 4.2.6 Wuliangye Brand Positioning Strategy ............................................... 48 4.3 Descriptive statistics ...................................................................................... 49 4.4 Analysis of Research Status of Emotional Marketing at Home and abroad .. 53 4.4.1 Affective typology .............................................................................. 54 4.4.2 Emotional Defense Mechanism .......................................................... 55 4.4.3 Conclusions ......................................................................................... 56 4.5 Development Analysis of Outside Liquor Industry in Jiang Xiaobai Enterprise ............................................................................................................. 56 4.5.1 Affective Typology ............................................................................. 57 4.6 Analysis of Main Factors Restricting the Development of Liquor Industry in China .................................................................................................................... 59 4.6.1 Technical Factors ................................................................................ 59 4.6.2 Consumption Habits ............................................................................ 59 4.6.3 Industrial Ecological Environment. .................................................... 60 4.6.4 Market Environment. .......................................................................... 60 4.6.5 Lack of Knowledge of Liquor ............................................................. 61 4.7 Descriptive Statistics ...................................................................................... 61 4.7.1 Opportunity Analysis .......................................................................... 61 4.7.2 Threat Analysis ................................................................................... 62 4.7.3 Advantage Analysis ............................................................................ 62 4.7.4 Disadvantage Analysis ........................................................................ 62 4.8 Summary ........................................................................................................ 63 CHAPER V: SUMMARY CONCLUSION AND RECOMMENDATION ........ 65 5.1 Introduction .................................................................................................... 65 5.1.1 Brand Concept Differences ................................................................. 66 5.1.2 Iromotions are Weak ........................................................................... 70 5.1.3 Iroduct Line is Single .......................................................................... 73 II 5.1.4 Narrow Fan Service ............................................................................ 75 5.2 Suggestions for Optimizing the Emotional Marketing Strategy of Jiang Xiaobai Brand ...................................................................................................... 77 5.2.1 Deepen the Brand Culture Inside Information, Raise Audience Recognition Degree ...................................................................................... 77 5.2.2 Enrich the Form of Emotional Promotion to Stimulate the Entertainment Needs of the Audience ......................................................... 77 5.2.3 Expand Multiple Product Lines to see the Emotional Needs of the Audience ...................................................................................................... 77 5.2.4 Emotional Service Precision, Meet the Social needs of the udience .. 78 5.3 Recommendations .......................................................................................... 78 5.4 Limitations ..................................................................................................... 78 5.5 Future Research .............................................................................................. 79 5.5.1 Increase Visibility ............................................................................... 79 5.5.2 Development of Liquor with Different Palate Levels ......................... 79 5.5.3 Development of the Market for the Elderly ........................................ 80 5.5.4 Control of Investment Costs ............................................................... 80 5.6 Conclusions .................................................................................................... 81 REFERENCES ........................................................................................................... 82 III CHAPTER I: INTRODUCTION 1.1 Background: In 2011, after Tao Shiquan founded Jiang Xiaobai in Chongqing, Jiang Xiaobai Liquor Co., Ltd. is a comprehensive wine company which integrates grain planting, wine making, e-commerce and modern logistics as well as brand marketing and management. In 2011, Tao Shiquan and several partners jointly founded Jiang Xiaobai Company in Chongqing. In less than a year, Jiang Xiaobai Liquor Co., Ltd.'s turnover reached 50 million yuan. Jiang Xiaobai wine brand marketing advocates simple life attitude, wanton youth and true temperament of the way of life, the new marketing concept for Jiang Xiaobai brand success laid a solid foundation. Chinese wine culture has been passed on for thousands of years, and the wine culture has been passed on through poetry, songs and other forms. Traditional liquor enterprises pay attention to the brewing history of brands and the special liquor culture of enterprises themselves. Therefore, before the emergence of Jiang Xiaobai liquor industry,