Analysis of the Effects of Reverse Marketing Strategies from an Emotional Perspective—A Case Study of Ele.me

在互联网技术迅速发展的背景下，企业的营销策略逐渐趋同，情感共鸣与心理洞察成为差异化竞争的关键。2024年春节前夕，饿了么通过反向营销策略，精准捕捉用户心理，以情感链接为核心，推出了#祝你过年不用饿了么#系列广告，成功引发了广泛的情感共鸣，成为春节期间品牌营销的典范。本文以饿了么此次营销活动为研究对象，结合心理学与情感分析视角，采用计算传播学方法对活动效果进行量化评估。研究发现，该营销策略不仅显著提升了品牌认知度和用户好感度，还通过反向情绪驱动增强了用户与品牌之间的心理联结，形成了对同类品牌的竞争优势。这一案例为品牌营销策划提供了基于心理与情感维度的实践启示，强调了情感营销在当代消费环境中的重要性。Against the backdrop of the rapid development of internet technology, corporate marketing strategies have gradually converged, making emotional resonance and psychological insight key to differentiated competition. On the eve of the 2024 Spring Festival, Ele.me adopted a reverse marketing strategy, accurately capturing user psychology and centering on emotional connection to launch the “#Wish You Didn’t Need Ele.me for the New Year#” advertising campaign. This successfully sparked widespread emotional resonance, establishing it as a benchmark for brand marketing during the Spring Festival. This paper takes Ele.me’s marketing campaign as the research subject, combining psychological and emotional analysis perspectives, and employs computational communication methods to quantitatively evaluate the campaign’s effectiveness. The study finds that this marketing strategy not only significantly enhanced brand awareness and user favorability but also strengthened the psychological bond between users and the brand through reverse emotional engagement, creating a competitive advantage over similar brands. This case provides practical insights for brand marketing planning from psychological and emotional dimensions, highlighting the importance of emotional marketing in the contemporary consumer environment.