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论文编号：	12489
作者编号：	2120192868
上传时间：	2021/6/13 12:32:36
中文题目：	新国潮背景下内容营销对顾客契合的影响研究 ——基于品牌认同的中介作用
英文题目：	Research on the Impact of Content Marketing on Customer Engagement under the Background of the New National Trend ——Based on the Mediating Role of Brand Identity
指导老师：	许晖
中文关键字：	新国潮；内容营销；品牌认同；顾客契合；自我建构
英文关键字：	New National Trend；Content Marketing；Brand Identity；Customer Engagement；Self-Construction
中文摘要：	随着消费观念的调整，消费趋势的改变不仅代表了国民收入与市场结构的 变化，也在社会发展的各个方向中构建了新的形态。在营销策略方面，内容营 销的优势也在社交媒体不断发展成熟的过程中逐渐凸显。通过不同媒介的内容 传播，越来越多优质的国货品牌能够为消费者所了解。同样，在内容营销的领 域中，品牌与消费者搭建起更多沟通互动的桥梁。对于企业来说，内容营销是 手段、是策略，但对于消费者来说，互联网的内容传播是顾客了解品牌信息、 与品牌形成良性互动的关键要素。正确且精准的内容输出能够在为品牌构建明 确形象的同时促进品牌与顾客契合关系的形成，为顾客与品牌的深入互动构建 基础。 曾经被广泛关注的国潮多指中国潮牌，是中国的本土的潮流设计品牌，受 众人群较小，品牌与消费者两侧很难形成大范围的同频共振。而新国潮的范围 则更为宽泛，新兴国货品牌以及经典国货品牌的回归均借助新国潮的话题热度 展开品牌的内容传播。因此，本文基于新国潮背景展开内容营销相关的案例与 实证研究。以目前市场竞争中知名度较高的国货品牌李子柒、李宁为例，探索 新国潮背景下内容营销的维度构建机制。双案例研究结果表明，内容营销的维 度构建可基于功能导向型与情感导向型两方面。在新国潮背景下内容营销的维 度构建机制的基础上，本文展开实证分析以论证品牌认同作为内容营销形成顾 客契合的关键环节所存在中介效应。同时，研究发现在影响顾客品牌认同形成 的过程中，自我建构作为调节变量形成了一定的调节作用。相比于独立型自我 建构，互依型自我建构在满足内容需求时将产生更高程度的品牌认同；而相比 于互依型自我建构，独立型自我建构在满足内容需求时将产生更高程度的品牌 认同。
英文摘要：	In terms of marketing strategy, the advantages of content marketing have gradually become prominent in the process of continuous development and maturity of social media. Through the content dissemination of different media, more and more high-quality domestic brands can be understood by consumers. Similarly, in the field of content marketing, brands and consumers build more communication and interaction bridges. For companies, content marketing is a method, but for consumers, brand information learned through the Internet is a key element in forming brand awareness. Correct and accurate content output can build a clear image for the brand, at the same time promote the formation of customer fit, and build a foundation for the in-depth interaction between customers and the brand. Therefore, this article conducts content marketing-related case and empirical research based on the background of the new national tide. Take Li Ziqi and Li Ning, which are well-known domestic brands in the market, as examples, explore the dimensional division and key elements of content marketing under the background of the new national trend, and divide content marketing into two dimensions: functionoriented and emotional-oriented. Subsequent empirical analysis proves that brand identity has an intermediary effect as a key link in the formation of customer engagement in content marketing. At the same time, the study found that in the process of influencing the formation of customer brand identity, self-construction as a moderating variable has formed a certain moderating effect. Compared with independent self-construction, interdependent self-construction will produce a higher degree of brand identity when satisfying content needs; and compared with interdependent self-construction, independent self-construction will produce higher levels when satisfying content needs Degree of brand recognition.
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