箱包品牌形象塑造中的“她力量”情感营销研究

Research on “Her Power” Emotional Marketing in the Brand Image Building of Luggage and Bag Brands

摘要: 随着女性消费市场的崛起，“她力量”成为驱动品牌变革的核心力量，情感营销则成为连接女性消费者与品牌的关键纽带。本文以国内轻奢包袋品牌为研究对象，依据服装箱包行业竞争趋势、品牌形象塑造的重要性及“她力量”影响下的消费变革等背景，探究“她力量”情感营销在品牌形象塑造中的作用机制与实践路径。研究发现，国内轻奢包装品牌通过产品设计融入女性元素、传播中聚焦女性叙事、营销活动呼应女性需求等方式，成功塑造了兼具东方美学与女性价值观的品牌形象。结合研究结论，本文从深化品牌文化内涵、优化营销活动、升级产品设计等方面提出优化策略，为国内箱包品牌在女性情感营销领域提供参考，助力品牌实现差异化竞争与可持续发展。

Abstract: With the rise of the female consumer market, “her power” has become the core driving force behind brand transformation, and emotional marketing has emerged as a key link connecting female consumers with brands. This paper takes domestic light luxury bag brands as the research object, and explores the mechanism and practical paths of “her power” emotional marketing in shaping brand image against the background of competitive trends in the clothing and bag industry, the importance of brand image building, and consumption changes under the influence of “her power”. The study finds that domestic light luxury bag brands have successfully shaped a brand image that integrates Oriental aesthetics and female values through such means as incorporating female elements into product design, focusing on female narratives in communication, and aligning marketing activities with female needs. Based on the research conclusions, this paper puts forward optimization strategies from the aspects of deepening the connotation of brand culture, optimizing marketing activities, and upgrading product design, so as to provide reference for domestic bag brands in the field of female emotional marketing and help them achieve differentiated competition and sustainable development.