本文選題：康訊動(dòng)力公司 + 品牌形象塑造　； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：品牌形象概念產(chǎn)生于二十世紀(jì)五十年代,自問(wèn)世以來(lái)逐漸成為企業(yè)管理和運(yùn)營(yíng)關(guān)注的焦點(diǎn),不但是企業(yè)彌足珍貴的資源,而且成為企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中制勝獲利的必備法寶。對(duì)品牌形象塑造與傳播工作的優(yōu)劣,直接關(guān)系到企業(yè)經(jīng)營(yíng)的成敗甚至生死存亡。故此品牌形象塑造與傳播對(duì)企業(yè)具有十分重要的戰(zhàn)略意義。本文以康訊動(dòng)力公司品牌形象塑造和傳播的客觀需求為出發(fā)點(diǎn),以品牌塑造相關(guān)理論為依據(jù),通過(guò)對(duì)該公司的具體調(diào)查與分析,明確了該企業(yè)和產(chǎn)品的品牌形象的特征、內(nèi)涵與品牌形象塑造的基本原則,從而確立了該企業(yè)差異化的品牌定位,界定并塑造了該企業(yè)及產(chǎn)品獨(dú)特的品牌新形象,規(guī)劃了企業(yè)形象識(shí)別的CIS戰(zhàn)略。從企業(yè)文化觀的創(chuàng)建、企業(yè)儀式觀的形成和發(fā)布信息的渠道三方面闡述了該公司對(duì)內(nèi)傳播的策略；從品牌有效建構(gòu)和對(duì)外傳播渠道的多樣性闡述了該公司的對(duì)外傳播策略；從服務(wù)帶來(lái)的口碑傳播力、選擇分眾傳播模式、事件營(yíng)銷和參與評(píng)選活動(dòng)四個(gè)方面,闡述了該公司傳播策略的特異性。最后,對(duì)全文做了總結(jié),得出了該公司品牌塑造的啟示。希望本文對(duì)中小企業(yè)品牌形象塑造和傳播工作起到一定的理論指導(dǎo)和實(shí)踐參考作用。
[Abstract]:The concept of brand image emerged in the 1950s, and has gradually become the focus of enterprise management and operation since its inception. It is not only a precious resource for enterprises. And become an enterprise in the fierce market competition to win the necessary magic weapon. The merits and demerits of brand image shaping and spreading are directly related to the success or failure of enterprise management and even the survival. Therefore, brand image shaping and communication has a very important strategic significance for enterprises. Based on the objective demand of brand image shaping and spreading in Kangxun Power Company, and based on the related theory of brand shaping, this paper clarifies the characteristics of the brand image of the enterprise and products through the specific investigation and analysis of the company. The connotation and the basic principles of brand image shaping, thus establishing the brand orientation of the enterprise's differentiation, defining and shaping the unique brand new image of the enterprise and its products, and planning the CIS strategy of enterprise image identification. This paper expounds the internal communication strategy of the company from three aspects: the establishment of the corporate culture view, the formation of the corporate ritual view and the channels for publishing information, the effective construction of the brand and the diversity of the external communication channels, and the external communication strategy of the company. This paper expounds the specificity of the company's communication strategy from four aspects: the word-of-mouth communication power, the choice of the focus communication mode, the event marketing and the participation in the selection activities. Finally, the paper summarizes the full text, and draws the inspiration of the brand-building of the company. I hope this paper will play a theoretical and practical reference role in the work of brand image creation and dissemination.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2;F426.6

【共引文獻(xiàn)】

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本文編號(hào)：1794646