本文選題：白溝箱包　切入點：產(chǎn)業(yè)形象　出處：《河北大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著我國社會主義市場經(jīng)濟的完善和經(jīng)濟全球化競爭的日趨激烈,特色產(chǎn)業(yè)經(jīng)濟的發(fā)展逐漸成為我國眾多城鎮(zhèn)持續(xù)健康發(fā)展的必由之路。然而,在當今傳統(tǒng)媒體充分發(fā)展、新媒體迅速壯大的全媒體資源極大豐富的時代,腳步匆匆的人們已經(jīng)越發(fā)習慣去從大眾媒介所創(chuàng)造的“擬態(tài)環(huán)境”中去索取信息、認識一切。是的,在媒介信息鋪天蓋地的“眼球經(jīng)濟”時代,光靠實實在在的城鎮(zhèn)“特色產(chǎn)業(yè)”這一硬性優(yōu)勢已很難讓其在發(fā)展中脫穎而出,若想贏得青睞的目光,要想獲得人們的駐足,必然要發(fā)起特色產(chǎn)業(yè)品牌形象媒介傳播的營銷攻勢,將其形象塑造起來、把其品牌傳播出去,讓其成為眾所周知、人人叫好的產(chǎn)業(yè)明星。此選題正是基于目前眾多城鎮(zhèn)產(chǎn)業(yè)發(fā)展中的困惑,從特色產(chǎn)業(yè)品牌形象媒介傳播這一現(xiàn)實問題出發(fā),以筆者家鄉(xiāng)白溝箱包特色產(chǎn)業(yè)為研究對象,對其品牌形象媒介傳播問題做了全面細致的調(diào)查與研究、詳略得當?shù)姆治雠c總結,以期對今后相關問題研究和策略改進近些綿薄之力。此論文共分為六章,首先在緒論第一章部分對論題有關研究背景和目的意義、國內(nèi)外研究現(xiàn)狀、研究方法和創(chuàng)新點分別作了梳理和說明,然后在第二章對白溝箱包產(chǎn)業(yè)的區(qū)位、資源、政策等發(fā)展優(yōu)勢進行了客觀介紹,并進一步從白溝箱包的生產(chǎn)發(fā)展、箱包市場建設、箱包產(chǎn)業(yè)組織和政策完善、箱包產(chǎn)業(yè)及品牌影響規(guī)模等多個角度對白溝箱包特色產(chǎn)業(yè)的發(fā)展狀況進行了系統(tǒng)性調(diào)查和概說,也為論文研究的展開準備了基礎性前提。在接下來的第三、四章里,筆者將視角轉(zhuǎn)向媒介傳播領域,從理念、視覺、行為三大主要產(chǎn)業(yè)形象識別系統(tǒng)入手,以產(chǎn)業(yè)形象的城市內(nèi)部傳播和外部傳播兩個方向為主線,按照白溝箱包產(chǎn)業(yè)萌芽、發(fā)展、騰飛的三大發(fā)展分期的順序,對其產(chǎn)業(yè)形象的發(fā)展特點、品牌形象媒介傳播特殊情況及形成原因進行了全面深入的歷程性調(diào)研和因果性探析。而第五章則是在前一章基礎上重點對白溝箱包品牌形象媒介傳播有史以來現(xiàn)存的主要問題進行了全面挖掘和概括總結,進而在最后第六章結合一系列城市形象和產(chǎn)業(yè)品牌形象、傳播學、地方營銷等基礎性理論進行獨立思考,對其具體問題分別提出了相應的改進策略,并在對其他類似品牌形象媒介傳播宏觀借鑒意義闡述中收束全文。
[Abstract]:With the perfection of our socialist market economy and the increasingly fierce competition of economic globalization, the development of characteristic industrial economy has gradually become the only way for the sustained and healthy development of many cities and towns in our country. At a time when the new media is rapidly growing in all media resources, people in a hurry have become more and more accustomed to taking information from the "pseudo environment" created by the mass media and understanding everything. Yes, In the era of "eyeball economy" with numerous media and information, it is difficult to stand out in the development by relying solely on the hard advantage of "characteristic industries" in towns. If you want to win the attention of people, you want to get people to stop. It is necessary to launch the marketing offensive of media communication of the brand image of the characteristic industry, to shape its image, to spread its brand out, and to make it known to all. This topic is based on the puzzlement of the development of many cities and towns industry at present, starting from the realistic problem of brand image media communication of the characteristic industry, taking the characteristic industry of bag and bag in Baigou, my hometown, as the research object. This paper makes a comprehensive and meticulous investigation and research on the media communication of its brand image, and gives a brief analysis and summary, in order to improve the relevant problems and strategies in the near future. This paper is divided into six chapters. Firstly, in the first chapter of the introduction, the research background and purpose significance, the current research situation, the research methods and the innovation points of the thesis are combed and explained respectively. Then, in the second chapter, the location and resources of the Baigou luggage industry are discussed. Policy and other development advantages were introduced objectively, and further from the Baigou bag production development, bag market construction, luggage industry organization and policy improvement, The paper systematically investigates and generalizes the development situation of Baigou bag and bag characteristic industry from several angles, such as the influence scale of luggage industry and brand. It also prepares the basic premise for the research of the paper. In the following three and four chapters, The author turns the angle of view to the field of media communication, starting with the three major industrial image identification systems of concept, vision and behavior, taking the internal and external communication of industrial image as the main line, and developing according to the budding and developing of Baigou luggage industry. The order of the three major development stages of the take-off, the development characteristics of its industrial image, The special situation of brand image media communication and the reasons for its formation are investigated thoroughly and causally analyzed. The fifth chapter focuses on the brand image media communication of Baigou box and bag on the basis of the previous chapter. The main existing problems have been comprehensively excavated and summarized. Then in the last chapter, combining with a series of basic theories, such as city image and industrial brand image, communication theory, local marketing and so on, the author puts forward corresponding improvement strategies. And in other similar brand image media communication macro-reference significance in the elaboration of the full text.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.8;G206

【相似文獻】

相關期刊論文 前10條

1 符裕;;網(wǎng)絡經(jīng)濟的運作邏輯——以河北白溝箱包業(yè)為例[J];青年研究;2008年12期

2 馬珊珊;;中國箱包集群存在的問題及對策研究——以河北白溝為例[J];經(jīng)濟論壇;2011年07期

3 金雪飛;王立新;;白溝箱包市場外向型發(fā)展現(xiàn)狀分析[J];中國皮革;2013年18期

4 李昕;周智;;定制設計對白溝箱包企業(yè)市場競爭力影響研究[J];河北農(nóng)業(yè)大學學報(農(nóng)林教育版);2013年05期

5 魏麗華;;發(fā)揮產(chǎn)業(yè)集群效應 帶動新農(nóng)村建設——以河北白溝箱包制造業(yè)為例[J];特區(qū)經(jīng)濟;2006年12期

6 王濤;王新文;郝琳琳;;白溝箱包產(chǎn)業(yè)集群的發(fā)展歷程與經(jīng)驗分析[J];河北軟件職業(yè)技術學院學報;2012年04期

7 張騫;王寧;;發(fā)揮政府職能 促進產(chǎn)業(yè)集群轉(zhuǎn)型升級——白溝箱包集群轉(zhuǎn)型升級經(jīng)驗探索[J];經(jīng)濟研究參考;2012年65期

8 拜湃;;包打天下萬丈情[J];報林;2010年05期

9 陳建猛;庵埠壯麗公司開發(fā)成功無苯覆膜膠[J];包裝世界;2002年04期

10 黃赫;;讓“毒膠水”悲歌不被翻唱——白溝箱包企業(yè)女工生活空間探秘[J];現(xiàn)代職業(yè)安全;2007年03期

相關重要報紙文章 前10條

1 本報記者 王淵;白溝箱包進軍世界橋頭堡[N];河北經(jīng)濟日報;2005年

2 記者 劉劍 通迅員 王麗;白溝箱包產(chǎn)業(yè)的前世今生[N];消費日報;2005年

3 本報記者 張占鰲邋張子瑞 實習生 馮帆;白溝箱包[N];市場報;2007年

4 中國消費者報 李唯同;白溝箱包 “團隊效應” 打品牌[N];中國消費者報;2005年

5 李玉山 本報記者 李建;白溝箱包交易城巡查記[N];中國消費者報;2012年

6 通訊員 崔振 韓瀚 記者 徐華;白溝箱包自營出口5年增長近5倍[N];河北日報;2013年

7 本報記者 吳力;白溝箱包的傳奇與挑戰(zhàn)[N];國際商報;2014年

8 本報記者 李巖;“網(wǎng)供”：白溝箱包發(fā)展助力器[N];保定日報;2014年

9 金穎;白溝箱包進京“趕考”[N];工人日報;2005年

10 王炳美邋曹國廠;白溝箱包物有所值[N];經(jīng)濟參考報;2007年

相關碩士學位論文 前3條

1 沙金金;白溝箱包產(chǎn)業(yè)集群競爭力研究[D];河北大學;2013年

2 楊麗麗;中國白溝箱包產(chǎn)業(yè)國際化戰(zhàn)略研究[D];東北財經(jīng)大學;2012年

3 劉璐;白溝箱包品牌形象媒介傳播研究[D];河北大學;2015年

，

本文編號：1651111