百度品牌營銷策略分析
發(fā)布時間：2018-10-12 08:21
【摘要】： 隨著網(wǎng)絡(luò)經(jīng)濟的迅速發(fā)展,互聯(lián)網(wǎng)技術(shù)對社會各個層面的影響越來越深入,搜索引擎這種新媒介的出現(xiàn),會幫助放大擴展傳統(tǒng)媒體本身的影響力,而百度品牌本身,也充當(dāng)著媒體的角色,是對社會生活有巨大影響的新媒介。傳統(tǒng)品牌的塑造方法受到了影響和挑戰(zhàn)。本文主要從品牌創(chuàng)建的角度探討和總結(jié)作為互聯(lián)網(wǎng)搜索行業(yè)企業(yè)代表的百度公司的成功經(jīng)驗,涉及百度品牌創(chuàng)建的角度產(chǎn)品策略、定價策略、渠道策略以及百度品牌傳播方式等�？茖W(xué)的對百度品牌的進行分析,提煉百度的品牌內(nèi)涵、要素以及品牌營銷的特點等,從而為互聯(lián)網(wǎng)企業(yè)的品牌創(chuàng)建提供參考。 文章分為四個部分。第一部分介紹百度公司的情況和本文的研究方法和理論框架。第二部分闡述了網(wǎng)絡(luò)經(jīng)濟下百度所在行業(yè)特點,以及百度品牌的核心識別內(nèi)涵等。第三部分是從百度品牌產(chǎn)品策略、定價策略、渠道策略和傳播方式上,探討百度品牌的塑造。描述百度品牌的如何進行國際化的,這也是百度2008年的重大戰(zhàn)略之一。在文章的第四部分,總結(jié)百度品牌塑造的成功策略和經(jīng)驗的基礎(chǔ)上,還提出了百度品牌目前面臨的挑戰(zhàn)和存在的隱憂。文章探討的主體是百度品牌的創(chuàng)建,挖掘互聯(lián)網(wǎng)企業(yè)品牌塑造的一般原理,為互聯(lián)網(wǎng)企業(yè)的發(fā)展和品牌創(chuàng)建起到一定的借鑒和指導(dǎo)作用。 百度品牌是由拼音、漢字和“熊掌”的圖標(biāo)組成,而“熊掌”圖標(biāo)的想法來源于“獵人巡跡熊爪”的刺激,與“分析搜索技術(shù)”非常相似,從而構(gòu)成百度的搜索概念,也便成于百度的標(biāo)志形象。百度致力于向人們提供“簡單,可依賴”的信息獲取方式�，F(xiàn)在“百度”已經(jīng)變成”搜索”的代名詞,百度傳播了強大中文搜索的特點在本土一舉擊敗著名國際品牌GOOGLE。百度堅持用戶為中心的產(chǎn)品設(shè)計理念,通過競價排名創(chuàng)新了互聯(lián)網(wǎng)盈利模式,而競價排名本身也用戶直接參與定價的一種新模式,渠道服務(wù)中也體現(xiàn)了用戶服務(wù)第一的宗旨,這些策略從整體提升了百度品牌的感知質(zhì)量。百度品牌主要是采取體驗營銷的方式,包括:事件營銷、活動贊助、展覽展示等。另外百度還利用自身的搜索新媒體特征,通過互聯(lián)網(wǎng)采取病毒營銷進行百度品牌的口碑傳播,這也是網(wǎng)絡(luò)經(jīng)濟傳播的新特點和重要手段。 整體來看,在網(wǎng)絡(luò)經(jīng)濟時代的品牌創(chuàng)建,除了傳統(tǒng)品牌創(chuàng)建的方式,無論是產(chǎn)品、價格、渠道還是傳播方式,都應(yīng)該是以用戶為中心,充分發(fā)揮互聯(lián)網(wǎng)新媒體的特點,讓用戶主動參與,通過用戶自主進行品牌傳播。
[Abstract]:With the rapid development of network economy, the influence of Internet technology on all levels of society is getting deeper and deeper. The emergence of new media such as search engine will help to enlarge and expand the influence of traditional media itself, while Baidu brand itself, Also acting as the role of the media, is a great impact on social life of the new media. The traditional brand shaping method has been affected and challenged. This paper mainly discusses and summarizes the successful experience of Baidu Company, which is the representative of the Internet search industry, mainly from the perspective of brand creation, including the product strategy and pricing strategy of Baidu brand creation. Channel strategy and Baidu brand communication methods and so on. Scientific analysis of Baidu brand, refining Baidu brand connotation, elements and brand marketing characteristics, so as to provide a reference for the establishment of Internet brands. The article is divided into four parts. The first part introduces the situation of Baidu Company and the research methods and theoretical framework of this paper. The second part describes the characteristics of Baidu's industry under the network economy, as well as the core identification connotation of Baidu brand. The third part discusses Baidu brand from Baidu brand strategy, pricing strategy, channel strategy and communication mode. Describe how Baidu brand internationalization, this is Baidu in 2008 one of the major strategies. In the fourth part of the article, the author summarizes the successful strategy and experience of Baidu brand building, and puts forward the challenges and hidden worries of Baidu brand. The main body of this paper is the creation of Baidu brand, and the general principle of brand shaping of Internet enterprises is excavated, which can be used for reference and guidance for the development and brand establishment of Internet enterprises. The Baidu brand is made up of phonetic, Chinese and bear paw icons, and the idea of the bear paw icon comes from the stimulation of the Huntsman Patrol Bear claw, which is very similar to the Analytical search technique, thus constituting Baidu's search concept. Also become the symbol image of Baidu. Baidu is committed to providing people with "simple, dependable" access to information. Now "Baidu" has become a synonym for "search," and Baidu has spread a powerful Chinese search feature that has defeated GOOGLE., a well-known international brand, at home Baidu adheres to the idea of user-centered product design, innovates the Internet profit model through bidding ranking, and the bidding ranking itself is a new model in which users directly participate in pricing, and channel service also embodies the tenet of user service first. These strategies from the overall improvement of Baidu brand perception quality. Baidu brand is mainly adopted experience marketing, including: event marketing, event sponsorship, exhibition and so on. In addition, Baidu also uses its own search for new media features, virus marketing through the Internet to spread the word of mouth of Baidu brand, which is also the new characteristics and important means of network economic communication. On the whole, in the era of network economy, in addition to the traditional way of brand creation, whether it is products, prices, channels or modes of communication, it should be user-centered and give full play to the characteristics of new media on the Internet. Let the user take the initiative to participate, carry on the brand communication independently through the user.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F49
本文編號：2265447
[Abstract]:With the rapid development of network economy, the influence of Internet technology on all levels of society is getting deeper and deeper. The emergence of new media such as search engine will help to enlarge and expand the influence of traditional media itself, while Baidu brand itself, Also acting as the role of the media, is a great impact on social life of the new media. The traditional brand shaping method has been affected and challenged. This paper mainly discusses and summarizes the successful experience of Baidu Company, which is the representative of the Internet search industry, mainly from the perspective of brand creation, including the product strategy and pricing strategy of Baidu brand creation. Channel strategy and Baidu brand communication methods and so on. Scientific analysis of Baidu brand, refining Baidu brand connotation, elements and brand marketing characteristics, so as to provide a reference for the establishment of Internet brands. The article is divided into four parts. The first part introduces the situation of Baidu Company and the research methods and theoretical framework of this paper. The second part describes the characteristics of Baidu's industry under the network economy, as well as the core identification connotation of Baidu brand. The third part discusses Baidu brand from Baidu brand strategy, pricing strategy, channel strategy and communication mode. Describe how Baidu brand internationalization, this is Baidu in 2008 one of the major strategies. In the fourth part of the article, the author summarizes the successful strategy and experience of Baidu brand building, and puts forward the challenges and hidden worries of Baidu brand. The main body of this paper is the creation of Baidu brand, and the general principle of brand shaping of Internet enterprises is excavated, which can be used for reference and guidance for the development and brand establishment of Internet enterprises. The Baidu brand is made up of phonetic, Chinese and bear paw icons, and the idea of the bear paw icon comes from the stimulation of the Huntsman Patrol Bear claw, which is very similar to the Analytical search technique, thus constituting Baidu's search concept. Also become the symbol image of Baidu. Baidu is committed to providing people with "simple, dependable" access to information. Now "Baidu" has become a synonym for "search," and Baidu has spread a powerful Chinese search feature that has defeated GOOGLE., a well-known international brand, at home Baidu adheres to the idea of user-centered product design, innovates the Internet profit model through bidding ranking, and the bidding ranking itself is a new model in which users directly participate in pricing, and channel service also embodies the tenet of user service first. These strategies from the overall improvement of Baidu brand perception quality. Baidu brand is mainly adopted experience marketing, including: event marketing, event sponsorship, exhibition and so on. In addition, Baidu also uses its own search for new media features, virus marketing through the Internet to spread the word of mouth of Baidu brand, which is also the new characteristics and important means of network economic communication. On the whole, in the era of network economy, in addition to the traditional way of brand creation, whether it is products, prices, channels or modes of communication, it should be user-centered and give full play to the characteristics of new media on the Internet. Let the user take the initiative to participate, carry on the brand communication independently through the user.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F49
【引證文獻】
相關(guān)期刊論文 前1條
1 李新宇;;優(yōu)秀廣告背后的雙重思考[J];學(xué)子(教育新理念);2013年07期
相關(guān)碩士學(xué)位論文 前1條
1 李貞;新網(wǎng)絡(luò)營銷模式于品牌商品高校學(xué)生市場營銷的應(yīng)用研究[D];吉林大學(xué);2011年
，本文編號：2265447
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