本文關(guān)鍵詞： 中小城市 中小企業(yè) 品牌戰(zhàn)略 傳播策略　出處：《上海交通大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著全球最多人口的經(jīng)濟(jì)體-中國經(jīng)濟(jì)的快速發(fā)展,中國也同樣經(jīng)歷了大量原本被禁錮在農(nóng)村的人口大量涌入城市的城市化過程。由于大城市的人口急劇增加,未來幾年大城市的接納能力將急劇下降。因此,眾多的中小城市和鄉(xiāng)鎮(zhèn)將成為中國城市化進(jìn)程的主要發(fā)展力量。 大多數(shù)中小城市成為農(nóng)村城市化的匯入點后,將成為繼特大型城市、大中型城市后的第三維城市。而隨著城市化告一段落后,中小城市在未來中國國民經(jīng)濟(jì)中將發(fā)揮不亞于大城市的主導(dǎo)地位。而中國不同于其他國家的國情和人口基數(shù)也將使中國的中小城市成為企業(yè)的主要爭奪點之一。 中小企業(yè)由于自身技術(shù)能力、產(chǎn)品開發(fā)能力、人才培養(yǎng)和吸引力、渠道掌控能力、融資能力等的相對不足,在特大型和大中型城市的市場中基本處于劣勢。當(dāng)我們回頭審視品牌傳播的歷史過程時,我們對大城市傳播方法中無法解釋的問題有了新的發(fā)現(xiàn)和認(rèn)識,這就是信息傳播黑洞理論,信息傳播黑洞理論在一個層面解釋了廣告投入一直流失的問題,說明了任何一個媒體哪怕容量和內(nèi)容再巨大,再吸引人,也無法將信息在同一時間(或一段時間)傳遞至所有細(xì)分市場。媒體和廣告主,廣告商所精心策劃和編排的信息將會進(jìn)入各個細(xì)分市場之間及細(xì)分市場和城市之間的信息黑洞中,從而無法有效到達(dá)。 而當(dāng)我們把目光轉(zhuǎn)向正在崛起的中小城市時,我們建立了市場容量總價值模型,用以衡量城市市場容量,并提出適應(yīng)中小城市的品牌傳播策略。城市市場容量總價值模型通過一些企業(yè)的歷史數(shù)據(jù)的分析說明一個市場的容量是由其人口數(shù)量、性別、年齡、需求和偏好、消費能力(可支配收入)、消費觀念、文化層次、接受信息的數(shù)量和認(rèn)同度、消費模式等亞文化特征所決定的,一個城市中具有相同的亞文化特征的群體也具有基本相同的消費偏好和消費特征。而一個城市的市場容量總價值(即在一個市場一年中可達(dá)到的銷售額)是由市場人口數(shù)量、亞文化特征值決定的,其中的決定性因素就是這個城市的亞文化特征值。 通過企業(yè)戰(zhàn)略競爭的五力模型和品牌建立過程中的相關(guān)理論,城市信息傳播黑洞理論、市場容量總價值和?Q值(亞文化特征值)的理論計算和現(xiàn)實印證等方法,我們發(fā)現(xiàn)了改革開放以來中小企業(yè)在中小城市的成功經(jīng)驗和案例,他們已經(jīng)通過全新的或創(chuàng)新的方法在實施屬于自己的品牌建立策略。 針對不同亞文化特征賦予品牌獨特的內(nèi)涵設(shè)定品牌內(nèi)涵及傳播語言,進(jìn)行區(qū)域細(xì)分和品牌的深度再訴求和單一區(qū)域品牌多層次戰(zhàn)略,提升品牌影響力、建立中小企業(yè)品牌聯(lián)盟等幾個方面進(jìn)行綜合考量和設(shè)計,我們完全可以建立一種適合中小企業(yè)的品牌傳播策略、傳播渠道和方法。這也是中小企業(yè)在中小城市品牌建設(shè)的理論基礎(chǔ)和發(fā)展機(jī)會。而在中小城市建立區(qū)域品牌優(yōu)勢和市場競爭力優(yōu)勢,將是中小企業(yè)的未來取勝之道。也是我國中小企業(yè)發(fā)展過程中相對于大企業(yè)的獨特優(yōu)勢和未來發(fā)展方向。
[Abstract]:With the rapid development of economy, the world's largest population Chinese economy, China also experienced a large number of imprisoned in a large amount of rural population into the city of the city. Due to the large population of the city increased sharply, the ability to accept the next few years, the big city will drop. Therefore, many middle and small city and towns will become the main force China city in the process.
The majority of small and medium-sized city become the rural city entrance point, will become a large city, the large and medium-sized city after city 3D. And with the city came to a close, small and medium-sized city as the dominant city in the future Chinese national economy will play. While China is different from other countries and the population will also make the small and medium-sized city China become one of the main point of contention of the enterprise.
Small and medium enterprises because of their technological capabilities, product development ability, talent training and attraction, channel control ability, the relative lack of financing ability, basically at a disadvantage in the large and medium-sized city in the market. When we look back the historical process of brand communication, a new discovery and understanding we cannot explain the method of big city communication problems, this is the black hole theory of information dissemination, information dissemination of the black hole theory explains the problem of the loss of advertising has been on one level, that any one of the media even capacity and the content is huge, to attract people, also can make the information at the same time (or time) transfer to all segments of the market. The media and advertisers, advertisers between careful planning and arrangement of information will enter into various market segments and between market segments and city information black hole, thus unable to Arrive effectively.
When we turn to the small and medium-sized city is on the rise, we set up the capacity of the total market value model is used to measure the city market capacity, and put forward appropriate brand communication strategy of small and medium sized city. City capacity of the total market value model through the analysis of historical data of some enterprises that a market capacity is determined by its population gender, age, needs and preferences, consumption capacity (disposable income), consumer attitudes, cultural level, accept the amount of information and identity, which determines the consumption mode sub culture, has the same subculture characteristic of a city in the community is basically the same consumer preferences and consumption characteristics. And one of the city's total market capacity value (that is, in a market in a year to achieve sales) is a market population, theinteractkusohascharacteristicsofthesub value decision, which is the decisive factor The subcultural characteristics of a city.
The five forces model and brand competition strategy through the enterprise to establish the theory in the process of city information dissemination black hole theory, market capacity and the total value of? Q value (theinteractkusohascharacteristicsofthesub value) of the theoretical calculation and practical proof method, we found that since the reform and opening up, small and medium-sized enterprises in small and medium-sized city's successful experience and case method they have been through new or innovative establishment strategy in the implementation of their own brand.
According to the characteristics of different sub cultures to give the brand connotation and brand connotation set communication language, region segmentation and brand appeal and a single depth multi-level regional brand strategy, enhance the brand influence, the establishment of several small and medium-sized enterprises brand alliance for the comprehensive consideration and design, we can establish a suitable for small and medium enterprises brand communication strategy, communication channels and methods. This is the small and medium-sized enterprises in the theoretical foundation and opportunities for small and medium city brand construction. And the establishment of regional brand advantage and market competitive advantages in small and medium-sized city, will be the way to win the future of SMEs. China is the development of small and medium-sized enterprises in the process of unique advantages than large enterprises and future development the direction.

【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號：1542021