本文選題：整合營銷傳播 + 品牌�。� 參考：《復(fù)旦大學(xué)》2009年碩士論文

【摘要】： 進(jìn)入二十一世紀(jì)以來,營銷傳播領(lǐng)域發(fā)生了翻天覆地的從理論到實踐的巨大變化。整合營銷的實踐不再是B2C領(lǐng)域的專利,它已經(jīng)被更多處于B2B行業(yè)的企業(yè)所認(rèn)識并加以實踐,進(jìn)入了一個更為廣泛的領(lǐng)域。但由于B2B行業(yè)的特性,特別是非消費品領(lǐng)域與最終消費者接觸較少這一特點,以及不同類型企業(yè)實踐的多樣化,如何在B2B領(lǐng)域建立成功的、帶有企業(yè)特點的整合營銷傳播策略,業(yè)內(nèi)并未有所定論,成功的企業(yè)案例及分析資料也并不多見。 隨著貿(mào)易全球化的迅速發(fā)展,第三方商業(yè)檢測認(rèn)證服務(wù)在當(dāng)代經(jīng)濟(jì)中扮演的角色越來越重要。它不僅幫助企業(yè)進(jìn)入國際市場,更在健康、環(huán)保、安全等公眾利益方面有所貢獻(xiàn)。目前,中國已逐漸發(fā)展成為僅次于美國的全球第二大檢驗認(rèn)證市場。作為現(xiàn)代服務(wù)業(yè)的一個代表行業(yè),如何擴(kuò)大品牌知名度進(jìn)而推動企業(yè)的發(fā)展成為從業(yè)企業(yè)最為迫切的要求。 SGS集團(tuán)作為全球最具公信力的第三方商業(yè)檢測認(rèn)證機構(gòu),從1991年的幾十人團(tuán)隊發(fā)展到今天近8000人的規(guī)模,其在中國的發(fā)展歷程可作為第三方檢測認(rèn)證服務(wù)在中國發(fā)展的縮影。憑借卓越的專業(yè)經(jīng)驗和服務(wù)誠信,SGS提供的檢驗和測試報告、認(rèn)證證書已經(jīng)成為眾多跨國公司、貿(mào)易商評估和甄選供應(yīng)商的重要標(biāo)準(zhǔn)。在這一發(fā)展過程中,SGS“傳遞信任(Deliver Trust)”的精準(zhǔn)品牌定位,以及卓有成效的整合營銷及品牌傳播策略起到了極大的推動作用。 本文從第三方商業(yè)檢測認(rèn)證行業(yè)在中國面對的宏觀經(jīng)濟(jì)環(huán)境和法律環(huán)境,以及產(chǎn)業(yè)競爭態(tài)勢出發(fā),綜合運用整合營銷傳播理論、SWOT分析方法,對SGS公司在中國的內(nèi)外部環(huán)境進(jìn)行了分析,介紹了SGS中國整合營銷及品牌傳播策略制定的背景、實施渠道、執(zhí)行情況,并對其進(jìn)行了評估。本文試圖剖析其在中國市場運用的品牌傳播及整合營銷策略,探索其樹立并維護(hù)品牌形象,以品牌傳播效應(yīng)帶動營銷的實現(xiàn)過程。 本文的研究不僅對SGS公司今后的發(fā)展有著極大的戰(zhàn)略性指導(dǎo)意義。同時,由于SGS公司所面臨的問題在國內(nèi)越來越多的第三方檢測認(rèn)證機構(gòu)中具有普遍性,因此,本文的研究將對我國第三方檢測認(rèn)證企業(yè)發(fā)展具有積極的意義。
[Abstract]:Since the 21 century, marketing communication has undergone tremendous changes from theory to practice. The practice of integrated marketing is no longer a patent in the field of B2C, it has been recognized and practiced by more and more enterprises in B2B industry, and has entered a wider field. However, due to the characteristics of B2B industry, especially the less contact between non-consumer products and final consumers, and the diversification of different types of enterprise practice, how to establish a successful integrated marketing communication strategy with enterprise characteristics in B2B field. With the rapid development of trade globalization, third-party business testing certification service plays an increasingly important role in the contemporary economy. It not only helps enterprises enter the international market, but also contributes to public interests such as health, environmental protection and safety. At present, China has gradually developed into the world's second largest certification market after the United States. As a representative industry of modern service industry, how to expand brand awareness and promote the development of enterprises become the most urgent requirements of the enterprises. SGS Group as the world's most credible third-party business testing certification organization, From a few dozen people in 1991 to nearly 8000 people today, its development in China can be taken as the epitome of the development of third-party testing and certification services in China. With excellent professional experience and service integrity, certification has become an important standard for multinational companies, traders to evaluate and select suppliers. In this process of development, SGS "transfer trust delivery Trust" precision brand positioning, And the effective integrated marketing and brand communication strategy have played a great role. This paper starts from the macroeconomic and legal environment faced by the third-party business testing and certification industry in China, as well as the competitive situation of the industry. Using the integrated marketing communication theory and SWOT analysis method, this paper analyzes the internal and external environment of SGS in China, and introduces the background, implementation channel and implementation of SGS integrated marketing and brand communication strategy in China. It is also evaluated. This paper attempts to analyze its brand communication and integrated marketing strategy in Chinese market, and explore its establishment and maintenance of brand image. The research of this paper is not only of great strategic significance to the future development of SGS Company. At the same time, the problems faced by SGS have become more and more common in China, so the research in this paper will be of positive significance to the development of third-party testing and certification enterprises in China.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 劉亞民,劉慶;解析“檢驗/檢測”和“檢定/校準(zhǔn)”[J];中國計量;2002年12期

2 申光龍;整合營銷傳播:IMC[J];IT經(jīng)理世界;1999年02期

，

本文編號：1999796