Abstract：

Against the backdrop of an increasingly diversified consumer market, consumers are placing greater emphasis on the aesthetic value of goods. Enterprises need to integrate more aesthetic and cultural elements into product design and marketing. This study combines literature research and quantitative analysis. Based on the positioning theory and the 4C marketing theory, it constructs a model of the impact of beautiful marketing on emotional value, introducing brand image as a mediating variable and service of quality as a moderating variable. The verification of 500 valid questionnaires shows that beautiful marketing has a significant positive impact on emotional value, brand image plays a mediating role, and service of quality plays a moderating role. The research conclusions help enterprises understand the mechanism of how beautiful marketing affects consumers' emotional value, and provide theoretical and empirical support for enterprises to formulate effective marketing strategies.

Key Words：

beautiful marketing; emotional value, quality of service, brand image