本文選題：品牌推廣　切入點：創(chuàng)新擴散　出處：《蘭州大學》2009年碩士論文

【摘要】： 創(chuàng)新的擴散理論作為發(fā)展傳播學的重要內(nèi)容,其理論形成和發(fā)展是建立在西方社會現(xiàn)實和人文環(huán)境之上的。本文結合中國的特殊國情和社會環(huán)境,將羅杰斯創(chuàng)新的擴散五階段理論應用于史丹利化肥有限公司的“史丹利”品牌的推廣這一典型案例的研究中。文章對“史丹利”品牌推廣的五階段進行了較為完整的呈現(xiàn),在這五個階段中不同的傳播渠道和方法各自發(fā)揮了不同的作用。 本文將理論研究與實地調查研究相結合,在山東省和臨沂市兩大化肥產(chǎn)業(yè)集群背景下,將“史丹利”品牌在山東省蒼山縣的推廣作為主要研究對象,同時結合該品牌在全國的推廣,探索了化肥產(chǎn)品品牌推廣各個階段在創(chuàng)新的擴散理論視野下的特點及影響消費者選擇化肥品牌的主要因素,研究了中國市場經(jīng)濟條件下創(chuàng)新的擴散理論在化肥行業(yè)的特殊體現(xiàn)。 為廓清上述問題,本文第一章首先對問題的源起、研究意義進行了介紹,隨后進行了文獻綜述和理論的梳理。第二章對史丹利公司的內(nèi)外部環(huán)境進行了分析。第三章將研究對象鎖定蒼山縣,分階段對擴散過程進行了詳細研究。最后結合調查研究中發(fā)現(xiàn)的問題給出了一些建設性意見。
[Abstract]:As an important part of the development of communication, the innovative diffusion theory is based on the western social reality and humanistic environment. This paper applies Rogers' theory of diffusion five stages to the study of the typical case of "Stanley" brand promotion in Stanley Fertilizer Co., Ltd. The paper presents the five stages of "Stanley" brand promotion. In these five stages, different communication channels and methods play different roles. In this paper, combining theoretical research with field investigation, the promotion of "Stanley" brand in Cangshan County, Shandong Province, is regarded as the main research object under the background of two major chemical fertilizer industry clusters in Shandong Province and Linyi City. At the same time, combined with the promotion of the brand in the whole country, it explores the characteristics of the brand promotion of chemical fertilizer products in the field of innovative diffusion theory and the main factors that affect the choice of chemical fertilizer brand by consumers. This paper studies the special embodiment of innovation diffusion theory in chemical fertilizer industry under the condition of market economy in China. In order to clarify the above problems, the first chapter of this paper introduces the origin of the problem and the significance of the research. Chapter two analyzes the internal and external environment of Stanley Company. The third chapter focuses on Cangshan County. The diffusion process is studied in detail, and some constructive suggestions are given according to the problems found in the investigation.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F426.72

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本文編號：1675314