本文選題：快速消費品　切入點：品牌傳播　出處：《云南財經(jīng)大學(xué)》2009年碩士論文

【摘要】： 隨著中國經(jīng)濟(jì)的持續(xù)增長和國民收入的不斷提高,國民的消費能力日益增強(qiáng)。中國快速消費品市場得到了迅猛發(fā)展,并且伴隨著市場的逐漸成熟競爭也日趨激烈。品牌是快速消費品市場競爭的利器,然而我國本土企業(yè)在與國外企業(yè)的競爭中品牌力明顯不足。如何促進(jìn)我國快速消費品品牌的快速成長,研究快速消費品品牌運作規(guī)律顯得非常的必要。快速消費品品牌的建設(shè)離不開品牌傳播,因此,我們就很有必要針對如何實施快速消費品品牌傳播進(jìn)行深入的研究。 本文首先從品牌、品牌資產(chǎn)及品牌傳播三個方面進(jìn)行了理論概述,著重闡述了品牌傳播的概念與特征,結(jié)合傳播理論構(gòu)建出品牌傳播模型。然后介紹了快速消費品的市場現(xiàn)狀,分析快速消費品的消費特征與消費者購買行為特征,以及對快速消費品品牌傳播特點與存在的問題進(jìn)行了分析。發(fā)現(xiàn)快速消費品品牌傳播缺乏統(tǒng)一、持續(xù)的品牌傳播策略;品牌傳播整合的力度不夠;品牌傳播是快速消費品品牌成長的關(guān)鍵。其次,針對快速消費品行業(yè)特點,結(jié)合品牌傳播理論,提出快速消費品品牌傳播的運作方式,認(rèn)為快速消費品的品牌傳播應(yīng)包括,建立品牌識別體系、進(jìn)行品牌定位、品牌傳播信息設(shè)計、選擇品牌傳播途徑。最后,選擇紅罐王老吉的品牌傳播進(jìn)行了案例分析。 本文以品牌傳播理論為基礎(chǔ),對快速消費品的品牌傳播的具體實踐作了一些很初步的嘗試。嘗試著提出了快速消費品品牌傳播的運作流程,希望能為快速消費品企業(yè)在品牌傳播的實際操作方面提供借鑒。
[Abstract]:With the continuous growth of China's economy and the continuous improvement of national income, the people's consumption power is increasing day by day. China's fast moving consumer goods market has developed rapidly. And along with the market gradually mature competition is also increasingly fierce. Brand is the fast moving consumer goods market competition sharp weapon, However, in the competition with foreign enterprises, the local enterprises in our country are obviously deficient in brand strength. How to promote the rapid growth of fast moving consumer goods brands in our country? It is very necessary to study the operation law of FMCG brand. The construction of FMCG brand can not be separated from brand communication. Therefore, it is necessary for us to carry out in-depth research on how to implement FMCG brand communication. This paper firstly summarizes the theory of brand, brand equity and brand communication, focusing on the concept and characteristics of brand communication. Based on the theory of communication, a brand communication model is constructed. Then, the market situation of FMCG is introduced, and the consumption characteristics and consumer purchasing behavior characteristics of FMCG are analyzed. The characteristics and problems of brand communication of FMCG are analyzed. It is found that brand communication of FMCG is lack of uniform and sustained brand communication strategy, and the integration of brand communication is not enough. Brand communication is the key to the growth of FMCG brand. Secondly, according to the characteristics of FMCG industry and the theory of brand communication, this paper puts forward the operation mode of FMCG brand communication, and holds that the brand communication of FMCG should include, Establish brand identification system, brand positioning, brand communication information design, choice of brand communication approach. Based on the theory of brand communication, this paper makes some preliminary attempts on the concrete practice of brand communication of FMCG, and tries to put forward the operation process of brand communication of FMCG. Hope to provide a reference for fast-moving consumer goods enterprises in the actual operation of brand communication.
【學(xué)位授予單位】：云南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 萬雪芹;楊賴;;基于IMC的品牌形象推廣模式分析——以會展品牌形象推廣為例[J];中國青年政治學(xué)院學(xué)報;2012年01期

相關(guān)碩士學(xué)位論文 前3條

1 曹曉東;快速消費品分銷渠道績效評價研究[D];哈爾濱工業(yè)大學(xué);2011年

2 丁立;深圳市景田食品飲料有限公司營銷策略研究[D];西北大學(xué);2012年

3 宋琳;快速消費品行業(yè)營銷策略研究[D];新疆大學(xué);2013年

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本文編號：1661913