本文關(guān)鍵詞：同質(zhì)產(chǎn)品營(yíng)銷宣傳對(duì)抗研究　出處：《華中科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著中國(guó)市場(chǎng)經(jīng)濟(jì)發(fā)展,并與全球市場(chǎng)接軌,同質(zhì)產(chǎn)品的競(jìng)爭(zhēng)日趨激烈。手機(jī)通訊、家電、化妝、理財(cái)?shù)阮愋彤a(chǎn)品中進(jìn)行對(duì)抗式營(yíng)銷宣傳的事例比比皆是。在本文中,同質(zhì)商品營(yíng)銷宣傳對(duì)抗是指同質(zhì)產(chǎn)品競(jìng)爭(zhēng)雙方以大眾傳媒為主要載體,針對(duì)競(jìng)爭(zhēng)對(duì)手的品牌傳播策略,傳遞對(duì)抗性信息,從而達(dá)到提升品牌價(jià)值,搶占市場(chǎng)份額的目的。正當(dāng)?shù)挠行虻臓I(yíng)銷宣傳對(duì)抗不僅有助于消費(fèi)者更加深入了解產(chǎn)品性能,也有助于企業(yè)改進(jìn)技術(shù)、創(chuàng)新產(chǎn)品。但實(shí)際上,很多營(yíng)銷者秉持“商場(chǎng)如戰(zhàn)場(chǎng)”的理念,在營(yíng)銷宣傳對(duì)抗中運(yùn)用戰(zhàn)爭(zhēng)中有關(guān)輿論戰(zhàn)的相關(guān)方式進(jìn)行競(jìng)爭(zhēng),違法了商業(yè)道德和法律法規(guī),導(dǎo)致不正當(dāng)競(jìng)爭(zhēng),最終兩敗俱傷,甚至影響整個(gè)行業(yè)發(fā)展。本文通過總結(jié)、歸納大量典型和詳實(shí)的案例,發(fā)現(xiàn)同質(zhì)產(chǎn)品營(yíng)銷宣傳對(duì)抗現(xiàn)象廣泛而且激烈,主要問題有:虛假宣傳、隱瞞產(chǎn)品缺陷、抄襲強(qiáng)勢(shì)品牌、造謠誹謗競(jìng)爭(zhēng)對(duì)手、對(duì)抗層次較低。其中原因在于營(yíng)銷者在利益驅(qū)動(dòng)下道德缺失、法制監(jiān)管不到位、消費(fèi)者沖動(dòng)和盲目;對(duì)策包括完善監(jiān)管法制、創(chuàng)新監(jiān)管方式;企業(yè)進(jìn)行產(chǎn)品創(chuàng)新和市場(chǎng)細(xì)分。最后,本文認(rèn)為有益的宣傳對(duì)抗應(yīng)該猶如“君子之爭(zhēng),和而不同”,以事實(shí)為依據(jù)展開友善和禮貌的辯論,讓消費(fèi)者能夠根據(jù)自身需要作出合適的判斷和決策,讓生產(chǎn)和營(yíng)銷者了解自身產(chǎn)品不足,改進(jìn)技術(shù),促進(jìn)整個(gè)行業(yè)進(jìn)步。
[Abstract]:With the development of China's market economy and the integration with the global market, the competition of homogeneous products is becoming increasingly fierce. Mobile phone communication, home appliances, makeup. Financial management and other types of products for confrontational marketing publicity cases abound. In this article, the same quality products marketing propaganda confrontation refers to the same product competition between the two sides with mass media as the main carrier. Aiming at the brand communication strategy of the competitors, we can pass on the antagonistic information, so as to enhance the brand value. The purpose of preemption of market share. Proper and orderly marketing campaign not only helps consumers to understand product performance more deeply, but also helps enterprises to improve technology and innovate products. Many marketers uphold the idea of "shopping malls like battlefields" and use the relevant methods of public opinion warfare in the war to compete in the marketing propaganda confrontation, thus breaking business ethics and laws and regulations, leading to unfair competition. Through summing up a large number of typical and detailed cases, we find that the phenomenon of homogeneity product marketing propaganda confrontation is extensive and fierce, the main problems are: false publicity. Concealing product defects, plagiarizing strong brands, spreading rumors and slandering competitors, and the level of confrontation is low. The reasons lie in the lack of morality driven by interests, the lack of legal supervision, the impulse and blindness of consumers; The countermeasures include perfecting the legal system of supervision and innovating the mode of supervision; Finally, this article thinks that the beneficial propaganda confrontation should be like "the gentleman's argument, the harmony but the difference", carries on the friendly and the polite debate based on the fact. To enable consumers to make appropriate judgments and decisions according to their own needs, to let producers and marketers understand their product deficiencies, to improve technology, and to promote the progress of the whole industry.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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