BANI时代饮料行业的情感营销策略研究——以好望水为例

Research on Emotional Marketing Strategies in the Beverage Industry in the BANI Era—A Case Study of Haowangshui

摘要: 随着经济快速发展，社会生态与人文环境产生巨大变化，BANI正逐步成为当前时代的代名词。BANI时代下的消费者越来越看重品牌能否带来情绪价值，而好望水以其草本养生与情绪疗愈的理念获得消费者青睐。本文基于BANI时代消费者的情绪特点，对好望水为代表的饮料行业情感营销策略进行研究。利用结构方程、AISAS模型与4P模型对消费路径与营销策略进行分析，解析其市场机会、推广路径与情绪价值的作用机制，并对其未来发展提出建议。

Abstract: With the rapid development of the economy, the social ecology and cultural environment have undergone tremendous changes, and BANI is gradually becoming synonymous with the current era. Consumers in the BANI era are increasingly valuing whether brands can bring emotional value, and Haowangshui has gained popularity among consumers with its herbal health and emotional healing concepts. This article examines the emotional marketing strategies of the beverage industry, with a focus on Haowangshui as a representative brand, based on the emotional characteristics of consumers in the BANI era. By applying structural equation modeling, the AISAS model, and the 4P model, the research analyzes consumption pathways and marketing strategies, investigates the mechanisms of market opportunities, promotional channels, and emotional value, and provides recommendations for future development.