本文選題：品牌傳播　切入點：廣告調研　出處：《吉林大學》2008年碩士論文

【摘要】： 吉林省四平金士百啤酒集團公司自創(chuàng)立以來,不遺余力地強化品牌建設,努力將“金士百”啤酒打造成吉林省第一、東北地區(qū)最具價值的自主啤酒品牌。本文從實際出發(fā),通過問卷調查和訪談等方式對其品牌營銷現(xiàn)狀、消費者購買啤酒行為動機進行了深入調查,發(fā)現(xiàn)金士百啤酒品牌傳播中潛在的問題。通過對消費者購買啤酒行為動機及企業(yè)投入各媒體的廣告的效果為主要切入點對金士百啤酒品牌傳播效果進行了較為細致的調查研究,結合調研數據和企業(yè)的現(xiàn)實情況進行了較為系統(tǒng)的研究和分析,并綜合運用所學品牌資產,品牌傳播,整合營銷及市場調研和市場營銷等理論知識,在詳盡地收集市場調研資料和信息的基礎上,通過客觀的分析,評估其品牌傳播的效果,并結合金士百啤酒的內外部條件,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個角度出發(fā),對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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.82;F713.8

【參考文獻】

相關期刊論文 前1條

1 李忠寬;品牌形象的整合傳播策略[J];管理科學;2003年02期

，

本文編號：1696622