本文選題：紡織服裝企業(yè) + 品牌權(quán)益�。� 參考：《天津大學(xué)》2008年碩士論文

【摘要】： 隨著我國經(jīng)濟(jì)高速發(fā)展,作為我國經(jīng)濟(jì)的三駕馬車之一的外貿(mào)進(jìn)出口有了長足的發(fā)展,中國進(jìn)出口貿(mào)易額從1979年的293.3億美元到05年的14221億美元,出口貿(mào)易額也猛增到7620億美元,隨著我國加入WTO 5年過渡期的結(jié)束,各國的貿(mào)易保護(hù)主義有所抬頭,特別作為我國出口重點(diǎn)行業(yè)的紡織服裝行業(yè)為重災(zāi)區(qū),貿(mào)易、技術(shù)壁壘及摩擦加大,同時,我國政府調(diào)整對外出口的政策力度逐年加大。目前,我國以出口為重點(diǎn)的紡織服裝全行業(yè)已到了生死存亡的緊急關(guān)頭,技術(shù)創(chuàng)新、品牌化經(jīng)營是企業(yè)調(diào)整的出路,亦是我國從制造業(yè)大國變?yōu)橹圃鞓I(yè)強(qiáng)國的出路。 品牌化經(jīng)營在我國企業(yè)界引起關(guān)注也就一二十年的歷史,相比國外的發(fā)達(dá)國家一百多年的歷史,無論從理論和經(jīng)驗(yàn)都相差很遠(yuǎn)。本文從影響品牌成功因素分析,特別是顧客對品牌的感知因素研究入手,重點(diǎn)通過對實(shí)施影響力營銷,提升對構(gòu)成品牌權(quán)益的品牌知名度、認(rèn)知質(zhì)量、品牌忠誠度、品牌聯(lián)想等方面進(jìn)行闡述。 本研究首先對品牌權(quán)益和媒體影響力相關(guān)文獻(xiàn)進(jìn)行了回顧與探討,提出了基于品牌權(quán)益提升的影響力營銷之概念性框架,然后分析了媒體影響力對品牌權(quán)益的作用機(jī)制,在此基礎(chǔ)上探索性地提出了影響力營銷的概念以及基于“企業(yè)—媒體”互動的影響力營銷策略模型,并從服裝企業(yè)的角度找準(zhǔn)與媒體價(jià)值契合的基礎(chǔ)上,系統(tǒng)、多元、持久地與媒體互動,才能利用影響力營銷有效提升品牌權(quán)益。 本研究結(jié)合案例對萬寶路男裝品牌與媒體的系統(tǒng),有效互動,并結(jié)合其實(shí)際經(jīng)營效果,采用灰關(guān)聯(lián)理論對相關(guān)因素進(jìn)行計(jì)算分析,印證了本研究的理論體系及“企業(yè)—媒體”互動的影響力營銷策略模型。
[Abstract]:With the rapid economic development of our country, the import and export of foreign trade, one of the troika of our economy, has made great progress. China's import and export trade volume has soared from 29.33 billion US dollars in 1979 to 1.4221 trillion US dollars in 2005, and the export trade volume has also soared to 762 billion US dollars. With the end of the five-year transitional period of China's entry into WTO, trade protectionism has risen in various countries, especially the textile and clothing industry, which is the key export industry of our country, as a major disaster area, with increased trade, technical barriers and friction, at the same time, Our government adjusts the foreign export policy dynamics to increase year by year. At present, the whole textile and garment industry, which focuses on export, has reached a critical juncture of survival and death. Technological innovation and brand management are the way out for enterprises to adjust, and for our country to turn from a big manufacturing country to a powerful manufacturing country. Brand management has attracted more and more attention in the business circles of our country. Compared with the history of more than one hundred years in developed countries, the theory and experience of brand management are far from each other. This paper starts with the analysis of influencing factors of brand success, especially the research of customer's perception of brand, and focuses on promoting brand awareness, cognitive quality, brand loyalty, which constitute brand rights and interests, through the implementation of influence marketing. Brand association and other aspects of the elaboration. Firstly, this study reviews and discusses the related literature on brand equity and media influence, puts forward the conceptual framework of influence marketing based on brand equity promotion, and then analyzes the mechanism of media influence on brand equity. On this basis, the concept of influence marketing and the influence marketing strategy model based on "enterprise-media" interaction are put forward. Only through sustained interaction with the media, can influence marketing effectively promote brand rights and interests. This study combined with a case study of Marlboro men's wear brand and media system, effective interaction, and combined with its actual business results, grey relevance theory to calculate and analyze the relevant factors, It confirms the theoretical system of this study and the influence marketing strategy model of enterprise-media interaction.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F274;F426.86

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