【摘要】：滴滴快車為北京小桔科技有限公司(滴滴出行)旗下的一款產(chǎn)品,它于2015年5月7日正式上線,是一個非常年輕的品牌。借2016年畢業(yè)實習(xí)的機會,筆者接觸到了杭州和寧波兩地滴滴快車的品牌傳播工作,并感受到了快車品牌目前所存在的一些問題,例如品牌形象塑造比較滯后,品牌傳播活動強度不足,線上傳播渠道微信公眾號關(guān)注度不夠等,因此對滴滴快車的品牌傳播策略進行優(yōu)化和改進勢在必行。為給設(shè)計主體部分打好基礎(chǔ),筆者在正文的第二章中對滴滴快車的品牌傳播現(xiàn)狀進行了分析,通過問卷調(diào)查的方法來獲取個體對于快車品牌的認知情況。在第三章中筆者對移動出行市場進行分析,并從對昔日競爭對手UBER的分析中整理出了具有指導(dǎo)意義的策略。第四章為設(shè)計方案的完整體現(xiàn),在明確設(shè)計目標(biāo)的基礎(chǔ)上,筆者將此塊內(nèi)容分為線下和線上兩大部分:線下是筆者主導(dǎo)的幾次品牌宣傳活動,用到的一些策略包括跨界合作、精準(zhǔn)化傳播、口碑傳播、公益活動傳播等,目的為塑造滴滴快車全新的品牌形象,同時拉取快車新用戶,增加訂單量;線上為"滴滴杭州"微信公眾號的運營方案,目的為增加粉絲數(shù)量,豐富平臺內(nèi)容,使之成為一個有影響力的商業(yè)大號。除此之外,筆者還對線上和線下這兩塊分別進行了效果評估。由于篇幅有限和經(jīng)驗相對不足,本方案還需要在結(jié)合品牌傳播新理論的基礎(chǔ)上,在實踐中不斷進行更新、完善。
[Abstract]:Didi Express Taxi, a product owned by Beijing Orange Technology Co., Ltd., launched on May 7, 2015, and is a very young brand. Taking advantage of the opportunity of graduation internship in 2016, the author has come into contact with the brand communication work of Didi Express Taxi in Hangzhou and Ningbo, and has felt some problems existing in the express train brand at present, such as the lagging behind in shaping the brand image. The intensity of brand communication activities is insufficient, the online communication channel WeChat public attention is not enough, so it is imperative to optimize and improve Didi Express Taxi's brand communication strategy. In order to lay a good foundation for the main part of the design, the author analyzes the current situation of Didi Express Taxi's brand communication in the second chapter of the text, and obtains the cognition of the express brand by questionnaire. In the third chapter, the author analyzes the mobile travel market, and collates the guiding strategies from the analysis of former competitor UBER. The fourth chapter is the complete embodiment of the design scheme, on the basis of clear design objectives, the author divides the content into offline and online: offline is the author led several brand publicity activities, using some strategies including cross-border cooperation, Precision communication, word-of-mouth communication, public welfare activities, etc. are aimed at shaping Didi Express Taxi's brand image, at the same time pulling up new users of express trains and increasing the volume of orders. The online operation plan is "Didi Hangzhou" WeChat Public number. The aim is to increase the number of fans, enrich the platform content, and make it an influential business size. In addition, the effect of above-line and off-line blocks are evaluated. Due to limited space and relatively insufficient experience, this scheme needs to be updated and perfected in practice on the basis of the new theory of brand communication.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F572

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1 徐海倫;滴滴快車品牌傳播與策略優(yōu)化設(shè)計[D];浙江大學(xué);2017年

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本文編號：2204726