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基于消费者体验的花炮企业品牌推广策略研究的中期报告中期报告一、ResearchBackgroundandSignificance1.1ResearchBackgroundFireworks,asatraditionalculturalindustryinChina,areusedtocelebratevarioustraditionalfestivalssuchastheChineseNewYear,theSpringFestival,andtheLanternFestival.However,withthedeclineoftraditionalfestivalsandtherapiddevelopmentofmodernsociety,themarketforfireworkshasgraduallyshrunk.Therefore,itisincreasinglycrucialforfireworksenterprisestoimprovetheconsumerexperienceandenhancebrandawarenesstomaintainacompetitiveedgeandremainrelevant.1.2ResearchSignificanceInthecurrentera,consumersaremoreinclinedtopursueahigh-qualitylifeexperience,whileshoppingbehavioranddecisionsareprimarilybasedonconsumers'emotions,feelings,andattitudes.Therefore,improvingtheconsumerexperiencehasbecomeanessentialfactortoincreasebrandloyaltyandenhanceproductcompetitiveness.Thisstudyaimstoexplorehowtodevelopbrandpromotionstrategiesthatarebasedontheconsumerexperienceinthefireworksindustry,withtheaimofenhancingbrandrecognition,increasingsalesrevenue,andimprovingcustomersatisfaction.二、TheoreticalFramework2.1BrandingTheoryTheconceptofbrandingistocreateauniquename,slogan,orsymbolthatrepresentsaproduct'ssuperiorityovercompetitors.Brandingisessentialforenhancingenterprises'competitivenessandrealizingthelong-termdevelopmentofenterprises.Brandbuildinginvolvescreatingandmaintainingchannelsofcommunication,whichultimatelyleadstobrandequityandconsumervaluefortheenterprise.2.2ConsumerExperienceTheoryConsumerexperiencetheoryemphasizesthatcustomers'subjectivefeelingsandexperiencesarecriticaltotheirbehavioranddecision-makinginconsumption.Theexperiencecanbedividedintothreestages:pre-purchaseexpectation,purchaseprocessandpost-purchaseevaluation.Consumersnotonlyseekproductsorservicesbutalsoseekpositiveemotionalexperiencesandsatisfactionintheconsumptionprocess.三、ResearchContentandMethods3.1ResearchContentThisstudywilltakeatypicalfireworksenterpriseastheresearchobject,analyzethecurrentmarketsituation,andconductsurveysandintervie
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