本文關(guān)鍵詞： 中小企業(yè) 品牌 網(wǎng)絡(luò) 傳播　出處：《大連海事大學(xué)》2008年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 品牌,是全球化經(jīng)濟(jì)浪潮中,人們力圖高攀的一面旗幟,也是當(dāng)今社會(huì)談?wù)摰淖顭崃业脑?huà)題之一。進(jìn)入互聯(lián)網(wǎng)時(shí)代以來(lái),網(wǎng)絡(luò)以前所未有的速度改變著人們的生活方式和價(jià)值觀念。這不僅意味著一項(xiàng)新技術(shù)的誕生,更重要的是它為營(yíng)銷(xiāo)及品牌策略提供了新的手段和工具。 目前來(lái)看,一些國(guó)內(nèi)大型知名企業(yè)通過(guò)網(wǎng)絡(luò)對(duì)其品牌進(jìn)行傳播,已經(jīng)略顯成效。但對(duì)于大多數(shù)中小企業(yè)而言,網(wǎng)絡(luò)還是一個(gè)比較陌生的領(lǐng)域,對(duì)網(wǎng)絡(luò)認(rèn)識(shí)的不成熟,使得他們?cè)趯?duì)網(wǎng)絡(luò)的運(yùn)用中存在著很多的不足和誤區(qū)。那么,中小企業(yè)應(yīng)如何將傳統(tǒng)的品牌營(yíng)銷(xiāo)和利用互聯(lián)網(wǎng)進(jìn)行品牌營(yíng)銷(xiāo)相結(jié)合起來(lái),使中小企業(yè)的現(xiàn)有品牌得到更有效的傳播,從而使企業(yè)的整體形象得到提升呢?這也正是本論文的研究目的。 本論文旨在使中小企業(yè)正確的認(rèn)識(shí)品牌和網(wǎng)絡(luò)的關(guān)系,并使網(wǎng)絡(luò)成為中小企業(yè)品牌傳播的有力媒介。論文首先簡(jiǎn)述了互聯(lián)網(wǎng)與中小企業(yè)品牌傳播的關(guān)系,并總結(jié)分析了目前我國(guó)中小企業(yè)品牌網(wǎng)絡(luò)化傳播中存在的主要問(wèn)題;其次,論文在分析網(wǎng)下品牌的內(nèi)涵的基礎(chǔ)上,結(jié)合互聯(lián)網(wǎng)對(duì)網(wǎng)下品牌的影響,得出了品牌網(wǎng)絡(luò)化傳播的含義,并最終歸納為以下三個(gè)方面:(1)網(wǎng)下實(shí)體企業(yè)品牌的存在和發(fā)展(2)企業(yè)品牌在網(wǎng)絡(luò)上有一定的表現(xiàn)形式(3)選擇互聯(lián)網(wǎng)信息傳遞手段有效傳播企業(yè)品牌,這三方面貫穿全文,并在此基礎(chǔ)上構(gòu)建了品牌網(wǎng)絡(luò)化傳播的“放大鏡”模型;最后,論文結(jié)合“放大鏡”模型,運(yùn)用理論研究與案例分析相結(jié)合的方法,得出中小企業(yè)品牌網(wǎng)絡(luò)化傳播策略。期望能給我國(guó)中小企業(yè)的品牌建設(shè)提供參考。
[Abstract]:Brand, in the wave of globalization economy, people try to climb a banner, but also one of the hottest topics discussed in today's society. Since entering the Internet era. The Internet has changed people's way of life and values at an unprecedented speed, which not only means the birth of a new technology, but also provides new means and tools for marketing and brand strategy. At present, some domestic large and well-known enterprises spread their brands through the network, which has been slightly effective. But for most small and medium-sized enterprises, the network is still a relatively unfamiliar field. The immature understanding of the network makes them have a lot of shortcomings and misunderstandings in the use of the network. So, how should small and medium-sized enterprises combine the traditional brand marketing with the use of the Internet for brand marketing. Make the existing brand of small and medium-sized enterprises to get more effective dissemination, so that the overall image of the enterprise has been improved? This is the purpose of this paper. The purpose of this paper is to make SMEs understand the relationship between brand and network correctly, and to make the network become a powerful medium of brand communication for SMEs. Firstly, the paper briefly describes the relationship between Internet and brand communication of SMEs. And summarizes and analyzes the main problems existing in the network communication of small and medium-sized enterprises in our country at present; Secondly, based on the analysis of the connotation of offline brand, combined with the influence of Internet on offline brand, the meaning of brand network communication is obtained. And finally summarized into the following three aspects: 1) the existence and development of the offline entity enterprise brand) the enterprise brand has a certain form of expression on the network. Choose Internet information transmission means to effectively spread the enterprise brand. These three aspects run through the full text, and on this basis, the "magnifying glass" model of brand network communication is constructed. Finally, combined with the "magnifying glass" model, the paper uses the method of theoretical research and case analysis to obtain the strategy of brand network communication for SMEs, which is expected to provide a reference for the brand construction of SMEs in China.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 況肖平;基于網(wǎng)絡(luò)媒體的中小企業(yè)品牌傳播效率研究[D];江西師范大學(xué);2010年

2 趙濤;網(wǎng)絡(luò)傳播對(duì)消費(fèi)電子類(lèi)產(chǎn)品品牌形象的作用機(jī)理研究[D];北方工業(yè)大學(xué);2011年

3 蘇靜濤;網(wǎng)絡(luò)媒介特質(zhì)對(duì)品牌形象的影響研究[D];山東大學(xué);2012年

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本文編號(hào)：1452763