诺丁斯伦理视角下Jellycat品牌营销策略的情感价值创造

Emotional Value Creation of Jellycat Brand Marketing Strategy from the Perspective of Noddings Ethics

摘要: 本文基于诺丁斯关怀伦理理论，探讨了Jellycat品牌营销策略中的情感价值创造。文章开篇概述了诺丁斯关怀伦理的核心观点，强调关怀的关系性本质、自然关怀与伦理关怀的辩证关系，以及责任、理解与情感在关怀伦理中的核心作用。接着，文章分析了Jellycat品牌的多元化销售渠道、社交媒体传播策略及其独特的情感营销策略，如限量发售和节日限定等，展现了品牌如何构建与消费者的互动平台。随后，文章详细阐述了Jellycat如何通过产品设计、包装和营销活动传递关怀理念，与消费者建立情感连接，从而提升品牌情感价值。最后，本文讨论了情感价值创造对品牌竞争力的提升、消费者情感需求的满足，以及Jellycat品牌作为社会责任榜样的积极效应。全文旨在揭示诺丁斯关怀伦理理论在品牌营销中的实践应用与价值，为其他企业提供了有益的借鉴与启示。

Abstract: This article discusses the creation of emotional value in the marketing strategy of the Jellycat brand based on the theory of the Noddings Ethic of Care. The article opens with an overview of the core ideas of Noddings’ ethics of caring, emphasizing the relational nature of caring, the dialectical relationship between natural caring and ethical caring, as well as the central role of responsibility, understanding and emotion in the ethics of caring. Next, the article analyzes the Jellycat brand’s diversified sales channels, social media communication strategies and its unique emotional marketing strategies, such as limited edition and holiday season, showing how the brand builds an interactive platform with consumers. The article then details how Jellycat conveys the concept of caring through product design, packaging and marketing activities, and establishes an emotional connection with consumers, thus enhancing the brand’s emotional value. Finally, the article discusses the positive effects of emotional value creation on brand competitiveness, the fulfillment of consumers’ emotional needs, and the Jellycat brand as a role model of social responsibility. The whole paper aims to reveal the practical application and value of Nottingham’s ethical theory of care in brand marketing, which provides useful reference and inspiration for other enterprises.