本文關(guān)鍵詞： 品牌營銷 基本原則 常見策略 品牌形象更新 趨勢　出處：《湖南師范大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌營銷就是利用品牌的衍生效應(yīng)與功能所進(jìn)行的營銷,常被人形象地稱為第三種營銷。它與一股營銷在產(chǎn)品識(shí)別功能、信息濃縮功能、安全消費(fèi)功能、價(jià)值提升功能、簡化決策功能上有所區(qū)別。它是一個(gè)系統(tǒng)工程,品牌構(gòu)建是基礎(chǔ),營銷策略是重點(diǎn),形象更新是提升中必須面臨的挑戰(zhàn),而運(yùn)營趨勢是其未來。 期刊品牌營銷必須遵循科學(xué)決策、準(zhǔn)確定位,確立個(gè)性、提升品牌資產(chǎn),搭建橋梁、發(fā)揮杠桿作用,締構(gòu)忠誠、增強(qiáng)品牌美譽(yù)度這4項(xiàng)基本原則,并以此衍生5種常見的營銷策略,即單一品牌策略、多品牌策略、副品牌策略、品牌聯(lián)合策略、背書品牌策略,具體而言可從6個(gè)方面展開創(chuàng)意:精品創(chuàng)意;特色創(chuàng)意;人本創(chuàng)意;規(guī)模創(chuàng)意;求新創(chuàng)意;管理創(chuàng)意。當(dāng)前我國期刊品牌營銷中采用得最多最普遍的策略是品牌延展策略,它有5個(gè)原則:凸現(xiàn)核心價(jià)值:以產(chǎn)品關(guān)聯(lián)推動(dòng)品牌聯(lián)想;分析市場份額,把握主打產(chǎn)品;亮出鮮明名號(hào),消除模糊認(rèn)知;估計(jì)充分,有應(yīng)急策略與措施。 從期刊發(fā)展進(jìn)程、讀者需求、市場定位、品牌建設(shè)規(guī)律來看,實(shí)現(xiàn)品牌營銷的提升必須對期刊品牌形象進(jìn)行,并消除3種認(rèn)知誤區(qū):形象老化是自然結(jié)果,更新就是要斬?cái)鄽v史重新塑造;讀者是上帝,更新主要全聽讀者的;更新后的品牌形象是全新的,就是品牌追求的目標(biāo)。在實(shí)際操作中,期刊品牌形象更新有6種常見策略:內(nèi)容更新策略;形式更新策略;名稱更新策略;識(shí)別符號(hào)更新策略;口號(hào)更新策略;代言人更新策略。 基于此,可以展現(xiàn)中國期刊品牌營銷的4個(gè)趨勢:規(guī)�；�、整合化、國際化、本土化。
[Abstract]:Brand marketing is the use of derivative effect and function of brand marketing, is often called third. It is a marketing and marketing in product identification, information security concentration function, consumption function, function value, the simplified decision function is different. It is a system engineering, brand building is the foundation of marketing strategy is the focus of the image updating is facing challenges, and the operating trend is its future.
The brand marketing must follow the scientific decision-making, accurate positioning, the establishment of personality, enhance the brand, build bridges, leverage, construction of loyalty, enhance the brand reputation of the 4 cardinal principles, and thus derived 5 kinds of marketing strategies, namely single brand strategy, multi brand strategy, brand strategy, brand strategy endorsement, brand strategy, specifically from 6 aspects: creative boutique creative characteristics; creative; the scale of creative innovation; creativity; creativity; creative management. The current marketing journals in China with the most popular brand strategy is the brand extension strategy, it has 5 principles: to highlight the core values: association to promote the brand Lenovo products; market share analysis, grasp the main products; show distinctive name, eliminating fuzzy cognition; full estimation of emergency measures and strategies.
From the journal development process, readers demand, market positioning, rule of brand building, brand marketing promotion must be carried out on the brand image of periodical, and eliminate 3 kinds of misunderstanding: the image of aging is the natural result, the update is to cut off the history of re shaping; the reader is God, update all listen to the reader; the updated brand the image is a new brand, is the pursuit of the goal. In actual operation, the brand image of periodical update there are 6 common strategies: content update strategy; update strategy; name update strategy; symbol update strategy; slogan update strategy; spokesperson update strategy.
Based on this, we can show the 4 trends of Chinese periodical brand marketing: scale, integration, internationalization and localization.

【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G239.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 石香莉;陜西高校社科期刊發(fā)展問題及研究[D];西北大學(xué);2010年

2 熊慧;探析《三聯(lián)生活周刊》的營銷模式（2005-2011）[D];上海師范大學(xué);2013年

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本文編號(hào)：1455406