利樂公司品牌傳播策略創(chuàng)新研究
發(fā)布時(shí)間：2019-04-02 07:50
【摘要】：盡管從上世紀(jì)七十年代開始,許多西方研究學(xué)者就試著從不同角度來研究工業(yè)品品牌,但是對(duì)于工業(yè)品品牌實(shí)證方面的研究卻十分匱乏,這與工業(yè)品市場(chǎng)日趨重要的地位形成鮮明的反差。而更多的工業(yè)品企業(yè)也不重視品牌策略,認(rèn)為通過理性決策的工業(yè)品市場(chǎng)有更好的策略選擇。其實(shí),隨著互聯(lián)網(wǎng)的高速發(fā)展和世界的日益扁平化,全球性的競(jìng)爭(zhēng)更加激烈,工業(yè)品市場(chǎng)的競(jìng)爭(zhēng)也從傳統(tǒng)的關(guān)系營(yíng)銷轉(zhuǎn)向借助品牌化戰(zhàn)略發(fā)展的階段,如何運(yùn)用目標(biāo)明確、重點(diǎn)突出的品牌化戰(zhàn)略取得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)地位,從而更接近顧客,也更接近成功是每一個(gè)B2B企業(yè)迫在眉睫的問題。 2006年,菲利普·科特勒用他的新書《B2B品牌管理》,給這個(gè)幾乎空白的市場(chǎng)帶來了國(guó)外的前沿思想和最佳實(shí)踐。中國(guó)作為全球最值得關(guān)注的市場(chǎng),更需要適合國(guó)情的實(shí)證研究,而跨國(guó)公司在中國(guó)品牌化運(yùn)作的成功實(shí)例,能夠給中國(guó)企業(yè)許多很好的啟示。本文就是以利樂公司這家瑞典的跨國(guó)公司為例,從而研究工業(yè)品品牌傳播策略怎樣能夠獲得成功,以及如何實(shí)現(xiàn)傳播的創(chuàng)新。本文共分為五個(gè)部分： 第一部分：緒論,主要對(duì)文章的背景、意義,全文框架以及研究對(duì)象做簡(jiǎn)單介紹。從分析工業(yè)品品牌傳播逐漸受到重視的原因,到本文的研究意義和論述框架介紹,最后簡(jiǎn)述了利樂公司的核心價(jià)值觀和創(chuàng)新傳播理念。 第二部分：理論分析,以遞進(jìn)的闡述方式,從認(rèn)知品牌傳播的涵義開始,逐層對(duì)工業(yè)品品牌的目標(biāo)、工業(yè)品與消費(fèi)品品牌差異、工業(yè)品品牌傳播的利益點(diǎn)、原則做了引證和分析,最后從中發(fā)現(xiàn)了工業(yè)品品牌傳播的創(chuàng)新研究方向。 第三部分：實(shí)證論述,對(duì)利樂公司在品牌傳播實(shí)例中體現(xiàn)出的創(chuàng)新性進(jìn)行分析和研究,并以一個(gè)具體生動(dòng)的利樂案例,為其他工業(yè)品企業(yè)提供了很好的借鑒。 第四部分：評(píng)估與建議,對(duì)利樂的品牌傳播活動(dòng)做點(diǎn)評(píng)時(shí),從中發(fā)現(xiàn)了一些問題,并針對(duì)問題做出改進(jìn)的建議。 第五部分：對(duì)整篇文章中未盡事宜,做出進(jìn)一步的建議。 本文通過對(duì)現(xiàn)有工業(yè)品品牌理論的梳理,并與消費(fèi)品品牌傳播進(jìn)行差異比較后發(fā)現(xiàn),隨著市場(chǎng)競(jìng)爭(zhēng)的日益激烈,客戶不斷提升的需求,及工業(yè)品企業(yè)自身談判能力的減弱,原先工業(yè)品僅面向直接銷售客戶的品牌傳播方式已經(jīng)不能完全適應(yīng)現(xiàn)階段的需求,而繞開工業(yè)品銷售的直接客戶,將傳播觸角直接伸向終端消費(fèi)者的新傳播理論則在很多成功的工業(yè)品企業(yè)中得到應(yīng)證。本文正是以一家著名的工業(yè)品公司——瑞典利樂公司為例,通過對(duì)它的品牌運(yùn)作方式的研究,以及品牌傳播具體實(shí)例的闡述和分析, 發(fā)現(xiàn)它正是借鑒了新傳播理論從而獲得成功的最佳案例,除此以外,本文還介紹了利樂公司借此衍生出的其他創(chuàng)新傳播方式,這些都為國(guó)內(nèi)外工業(yè)品品牌傳播研究提供了有利的資料。
[Abstract]:Although since the 1970s, many western researchers have tried to study the industrial brand from different angles, but the empirical research on the industrial brand is very scarce. This contrasts sharply with the increasingly important position of the industrial product market. More industrial products enterprises do not attach importance to brand strategy, and think that the industrial products market through rational decision-making has a better strategic choice. In fact, with the rapid development of the Internet and the increasing flattening of the world, the global competition is more intense, and the competition in the industrial product market has also shifted from the traditional relationship marketing to the stage of development with the help of branding strategy, and how to use the objective clearly. It is an urgent problem for every B2B enterprise to obtain the competitive advantage of the brand strategy, which is closer to the customers and closer to the success. In 2006, Philip Kotler used his new book, B2B Brand Management, to bring foreign cutting-edge ideas and best practices to this almost empty market. As the most important market in the world, China needs more empirical research suitable for the national conditions, and the successful examples of the brand operation of multinational corporations in China can give Chinese enterprises a lot of good enlightenment. This paper takes the Swedish multinational company LeLok as an example to study how the industrial brand communication strategy can be successful and how to realize the innovation of communication. This paper is divided into five parts: the first part: introduction, mainly on the background, significance, full-text framework and research object do a brief introduction. From the analysis of the reasons why the brand communication of industrial products has been paid more and more attention, to the introduction of the research significance and the discussion framework of this paper, the core values and innovative communication ideas of Lilo Company are briefly described in the end. The second part: theoretical analysis, starting from the cognitive meaning of brand communication, the goal of industrial product brand, the difference between industrial product and consumer product brand, and the profit point of industrial product brand communication, with the progressive way of expounding the meaning of brand communication. The principles are cited and analyzed, and finally the innovative research direction of industrial brand communication is found. The third part is an empirical analysis and research on the innovation embodied in the example of brand communication, and a concrete and vivid case of Lilao, which provides a good reference for other industrial products enterprises. The fourth part: evaluation and suggestions, comments on the brand communication activities of LeLok, some problems are found in it, and suggestions for improvement are made. The fifth part: to the whole article unfinished matter, makes the further suggestion. Through combing the existing brand theory of industrial products and comparing them with the communication of consumer goods brands, this paper finds that with the increasingly fierce competition in the market, the increasing demand of customers, and the weakening of the negotiation ability of industrial products enterprises themselves, The original brand communication mode of industrial products only for direct sales customers can no longer fully adapt to the needs of the current stage, but bypassing the direct customers of industrial products sales. The new communication theory, which extends the communication tentacles directly to the end consumers, has been proved by many successful industrial enterprises. This paper takes a well-known industrial product company, Sweden Lele Company, as an example, through the study of its brand operation mode, as well as the elaboration and analysis of the specific examples of brand communication, It is found that it is the best case for success by drawing lessons from the new communication theory. In addition, this paper also introduces the other innovative ways of communication derived from this new communication theory. All of these provide favorable information for the study of brand communication of industrial products at home and abroad.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F416.8
本文編號(hào)：2452390
[Abstract]:Although since the 1970s, many western researchers have tried to study the industrial brand from different angles, but the empirical research on the industrial brand is very scarce. This contrasts sharply with the increasingly important position of the industrial product market. More industrial products enterprises do not attach importance to brand strategy, and think that the industrial products market through rational decision-making has a better strategic choice. In fact, with the rapid development of the Internet and the increasing flattening of the world, the global competition is more intense, and the competition in the industrial product market has also shifted from the traditional relationship marketing to the stage of development with the help of branding strategy, and how to use the objective clearly. It is an urgent problem for every B2B enterprise to obtain the competitive advantage of the brand strategy, which is closer to the customers and closer to the success. In 2006, Philip Kotler used his new book, B2B Brand Management, to bring foreign cutting-edge ideas and best practices to this almost empty market. As the most important market in the world, China needs more empirical research suitable for the national conditions, and the successful examples of the brand operation of multinational corporations in China can give Chinese enterprises a lot of good enlightenment. This paper takes the Swedish multinational company LeLok as an example to study how the industrial brand communication strategy can be successful and how to realize the innovation of communication. This paper is divided into five parts: the first part: introduction, mainly on the background, significance, full-text framework and research object do a brief introduction. From the analysis of the reasons why the brand communication of industrial products has been paid more and more attention, to the introduction of the research significance and the discussion framework of this paper, the core values and innovative communication ideas of Lilo Company are briefly described in the end. The second part: theoretical analysis, starting from the cognitive meaning of brand communication, the goal of industrial product brand, the difference between industrial product and consumer product brand, and the profit point of industrial product brand communication, with the progressive way of expounding the meaning of brand communication. The principles are cited and analyzed, and finally the innovative research direction of industrial brand communication is found. The third part is an empirical analysis and research on the innovation embodied in the example of brand communication, and a concrete and vivid case of Lilao, which provides a good reference for other industrial products enterprises. The fourth part: evaluation and suggestions, comments on the brand communication activities of LeLok, some problems are found in it, and suggestions for improvement are made. The fifth part: to the whole article unfinished matter, makes the further suggestion. Through combing the existing brand theory of industrial products and comparing them with the communication of consumer goods brands, this paper finds that with the increasingly fierce competition in the market, the increasing demand of customers, and the weakening of the negotiation ability of industrial products enterprises themselves, The original brand communication mode of industrial products only for direct sales customers can no longer fully adapt to the needs of the current stage, but bypassing the direct customers of industrial products sales. The new communication theory, which extends the communication tentacles directly to the end consumers, has been proved by many successful industrial enterprises. This paper takes a well-known industrial product company, Sweden Lele Company, as an example, through the study of its brand operation mode, as well as the elaboration and analysis of the specific examples of brand communication, It is found that it is the best case for success by drawing lessons from the new communication theory. In addition, this paper also introduces the other innovative ways of communication derived from this new communication theory. All of these provide favorable information for the study of brand communication of industrial products at home and abroad.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F416.8
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