本文選題：品牌傳播　切入點(diǎn)：廣告調(diào)研　出處：《吉林大學(xué)》2008年碩士論文

【摘要】： 吉林省四平金士百啤酒集團(tuán)公司自創(chuàng)立以來,不遺余力地強(qiáng)化品牌建設(shè),努力將“金士百”啤酒打造成吉林省第一、東北地區(qū)最具價(jià)值的自主啤酒品牌。本文從實(shí)際出發(fā),通過問卷調(diào)查和訪談等方式對(duì)其品牌營(yíng)銷現(xiàn)狀、消費(fèi)者購(gòu)買啤酒行為動(dòng)機(jī)進(jìn)行了深入調(diào)查,發(fā)現(xiàn)金士百啤酒品牌傳播中潛在的問題。通過對(duì)消費(fèi)者購(gòu)買啤酒行為動(dòng)機(jī)及企業(yè)投入各媒體的廣告的效果為主要切入點(diǎn)對(duì)金士百啤酒品牌傳播效果進(jìn)行了較為細(xì)致的調(diào)查研究,結(jié)合調(diào)研數(shù)據(jù)和企業(yè)的現(xiàn)實(shí)情況進(jìn)行了較為系統(tǒng)的研究和分析,并綜合運(yùn)用所學(xué)品牌資產(chǎn),品牌傳播,整合營(yíng)銷及市場(chǎng)調(diào)研和市場(chǎng)營(yíng)銷等理論知識(shí),在詳盡地收集市場(chǎng)調(diào)研資料和信息的基礎(chǔ)上,通過客觀的分析,評(píng)估其品牌傳播的效果,并結(jié)合金士百啤酒的內(nèi)外部條件,從金士百啤酒的品牌形象、品牌階梯打造、品牌整合傳播這三個(gè)個(gè)角度出發(fā),對(duì)于金士百品牌提升策略提出了自己的建議方案。
[Abstract]:Since its establishment, Jilin Province Siping Jinshi hundred Beer Group has spared no effort to strengthen its brand construction and make great efforts to make Jinshinbai Beer the first independent beer brand in Jilin Province and the most valuable beer brand in Northeast China.From the point of view of reality, this paper investigates the current situation of brand marketing and consumer motivation of beer purchase by means of questionnaire and interview, and the potential problems in the spread of the brand of Shibai Beer.This paper makes a detailed investigation and study on the communication effect of Jinshinbai beer brand through the main breakthrough point of consumers' motivation to buy beer and the effect of the advertisement that enterprises put into various media.Combined with the research data and the reality of the enterprise to carry on a more systematic research and analysis, and comprehensive use of brand assets, brand communication, integrated marketing and market research and marketing and other theoretical knowledge,On the basis of collecting market research materials and information in detail, through objective analysis, we evaluate the effect of brand communication, and combine the internal and external conditions of Kingsbury Beer, from the brand image of Jinshinbai Beer, the brand ladder building,From these three angles of brand integration and communication, the author puts forward his own proposal for the brand promotion strategy of Kingsbury.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F426.82;F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李忠寬;品牌形象的整合傳播策略[J];管理科學(xué);2003年02期

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本文編號(hào)：1696622