本文選題：“中華老字號” + 自媒體��； 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：“中華老字號”品牌是我國傳統(tǒng)文化的瑰寶,它們歷經(jīng)了半個世紀以上的歲月在歷史發(fā)展的長河中發(fā)揮著不可替代的作用。然而,據(jù)相關(guān)調(diào)查顯示“中華老字號”品牌正在以每年5%的速率消亡。如何讓“中華老字號”品牌重新煥發(fā)活力是企業(yè)持續(xù)發(fā)展迫切需要解決的問題。近些年自媒體的出現(xiàn)為振興“中華老字號”品牌提供了良好的契機,本文以全新的視角將“中華老字號”品牌與企業(yè)自媒體相關(guān)聯(lián),通過分析品牌的發(fā)展與媒介環(huán)境之間的影響,將“中華老字號”品牌的優(yōu)勢與自媒體的優(yōu)勢相結(jié)合,搭建起企業(yè)與消費者之間良好的溝通平臺�；诖�,本文在已有研究的基礎(chǔ)上以406家“中華老字號”企業(yè)作為研究對象,從如何借助自媒體更好的進行品牌傳播的宏觀角度對“中華老字號”品牌的發(fā)展進行全面系統(tǒng)研究。緒論部分梳理了關(guān)于“中華老字號”品牌的相關(guān)文獻,明確調(diào)查分析法為本文主要的研究方法,選擇了最具代表性的兩類行業(yè)作為本文研究對象,并對“中華老字號”品牌自媒體進行概念界定。第一章是對“中華老字號”品牌進行概述,分別闡述了“中華老字號”品牌的定義與分布、特點及價值,并且客觀分析“中華老字號”品牌目前的市場形勢與發(fā)展現(xiàn)狀。第二章闡述了“中華老字號”品牌自媒體傳播的概況,分別從自媒體的使用數(shù)量及質(zhì)量兩方面進行調(diào)查研究,并且指出以信息技術(shù)為載體的自媒體為“中華老字號”品牌活化帶來怎樣的營銷傳播優(yōu)勢。第三章以上述兩章為基礎(chǔ),通過大量的數(shù)據(jù)調(diào)查發(fā)現(xiàn)“中華老字號”品牌在自媒體傳播中仍舊存在許多問題,如:利用自媒體傳播的意識不強烈、缺乏對自媒體發(fā)布內(nèi)容的專業(yè)化管理、側(cè)重使用單一自媒體且自媒體間互通性差以及忽略受眾在自媒體傳播過程中的價值。最后一章針對“中華老字號”品牌自媒體傳播中存在的問題嘗試提出相應(yīng)的改進建議,如:加強使用自媒體傳播的意識持續(xù)經(jīng)營自媒體平臺、自媒體傳播需進行全面的策劃與推廣、多種自媒體結(jié)合傳統(tǒng)媒體進行品牌全方位傳播以及重視以受眾為中心的品牌關(guān)系構(gòu)建,旨在通過借助自媒體平臺制定一套行之有效的自媒體品牌傳播策略,以期優(yōu)化品牌的營銷傳播效果,為企業(yè)提供理論上的支持和實踐上的參考。
[Abstract]:The brand of "old Chinese brand" is the treasure of our country's traditional culture, which has been playing an irreplaceable role in the development of history after more than half a century. However, surveys show that Chinese brands are dying out at a rate of 5% a year. How to make the brand rejuvenate again is an urgent problem to be solved in the sustainable development of enterprises. In recent years, the emergence of self-media has provided a good opportunity for revitalizing the brand of "old Chinese brand". This paper links the brand of "old Chinese brand" with enterprise media from a new perspective. By analyzing the influence of brand development and media environment, this paper combines the advantages of "old Chinese brand" with the advantages of self-media, and sets up a good communication platform between enterprises and consumers. Therefore, based on the existing research, this paper takes 406 old Chinese enterprises as the research object. From the macro point of view of how to carry out brand communication better by self-media, this paper makes a comprehensive and systematic study on the development of Chinese old brand. The introduction part combs the related literature about "Chinese old brand", defines the investigation and analysis method as the main research method of this paper, selects the most representative two kinds of industries as the research object of this paper. And the "old Chinese brand" from the media to define the concept. The first chapter is an overview of the "old Chinese brand", respectively, the definition and distribution, characteristics and value of the "old Chinese brand", and objective analysis of the current market situation and development of the "old Chinese brand". The second chapter expounds the general situation of "Chinese old brand" brand self-media communication, respectively from the use of self-media quantity and quality two aspects of investigation and research. It also points out that the self-media with information technology as the carrier brings about the advantage of marketing communication for the brand activation of the old Chinese brand. The third chapter is based on the above two chapters, through a large number of data survey, we find that there are still many problems in the self-media communication of the "old Chinese brand" brand, such as: the awareness of using self-media communication is not strong. Lack of professional management of self-media content, focus on the use of single self-media and poor interoperability between self-media, and ignore the value of audience in the process of self-media communication. In the last chapter, the author tries to put forward some suggestions for improving the problems existing in the media communication of "old Chinese brands", such as strengthening the consciousness of using self-media communication and continuously operating self-media platform. Self-media communication needs comprehensive planning and promotion, multi-media combined with traditional media to carry out brand all-directional communication, and attach importance to the audience as the center of the brand relationship construction, The purpose of this paper is to establish an effective self-media brand communication strategy with the help of the self-media platform in order to optimize the marketing and communication effect of the brand and to provide theoretical support and practical reference for the enterprise.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;G206

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本文編號：2051717