本文選題：成品油零售 + 品牌傳播�。� 參考：《山東大學(xué)》2015年碩士論文

【摘要】：現(xiàn)代社會(huì),隨著產(chǎn)品同質(zhì)化日益嚴(yán)重,導(dǎo)致市場(chǎng)競(jìng)爭(zhēng)不斷加劇,品牌成為一個(gè)企業(yè)在競(jìng)爭(zhēng)中脫穎而出的有力競(jìng)爭(zhēng)武器。品牌建設(shè)直接關(guān)系到企業(yè)的發(fā)展前途。強(qiáng)勢(shì)品牌即知名度高、信譽(yù)好的品牌不僅可以增加產(chǎn)品的吸引力,讓企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出,而且還能提高顧客忠誠(chéng)度,為企業(yè)帶來更多的潛在顧客。隨著國(guó)民經(jīng)濟(jì)快速發(fā)展,人們生活水平不斷提高,汽車日益普及,交通運(yùn)輸行業(yè)迅速發(fā)展,成品油的社會(huì)消費(fèi)需求越來越大。石油日益成為關(guān)系經(jīng)濟(jì)發(fā)展、百姓民生的重要商品,被國(guó)家視為重要的戰(zhàn)略資源。在經(jīng)濟(jì)全球化趨勢(shì)影響下,國(guó)內(nèi)成品油零售市場(chǎng)對(duì)外資企業(yè)逐步開放,跨國(guó)石油巨頭紛紛通過合資的“聯(lián)姻”方式進(jìn)行中國(guó)。近年來,中國(guó)的成品油零售市場(chǎng)逐漸形成了中石化、中石油、外資品牌油站、民營(yíng)私營(yíng)的社會(huì)油站共同參與競(jìng)爭(zhēng)的格局。A公司作為這些進(jìn)入國(guó)內(nèi)成品油零售市場(chǎng)的外資石油公司的典型代表,由于市場(chǎng)進(jìn)入時(shí)間晚、網(wǎng)絡(luò)規(guī)模小,在國(guó)內(nèi)成品油零售市場(chǎng),A公司的品牌傳播依然處于起步階段,品牌傳播存在一些問題。本文通過市場(chǎng)調(diào)研的方式獲得了消費(fèi)者對(duì)當(dāng)前市場(chǎng)的主要競(jìng)爭(zhēng)品牌的認(rèn)知表現(xiàn)(包括品牌認(rèn)知度、偏好度、忠誠(chéng)度,以及對(duì)品牌形象及價(jià)格的感知的數(shù)據(jù)),在此基礎(chǔ)上對(duì)A公司品牌傳播出現(xiàn)的問題進(jìn)行了分析。傳播的“5W模式”同樣適用于品牌傳播,本文結(jié)合成品油零售行業(yè)的特點(diǎn)及A公司品牌傳播中面臨的問題,對(duì)A公司的品牌傳播要素進(jìn)行了重新界定、分析。尤其針對(duì)品牌傳播信息,提出品牌傳播信息不僅局限于品牌名稱、標(biāo)識(shí)、宣傳語(yǔ),而是企業(yè)形象識(shí)別系統(tǒng)的總括,并對(duì)A公司品牌傳播的理念、行為、視覺信息進(jìn)行了分析。隨著近年來科技的發(fā)展,媒體環(huán)境不斷變化,新媒體層出不窮,傳統(tǒng)媒體日漸衰落,僅僅靠單一的傳播渠道顯然已經(jīng)不能滿足企業(yè)傳播需求。整合營(yíng)銷傳播成為很多企業(yè)進(jìn)行品牌傳播的最佳選擇。本文結(jié)合A公司的案例,對(duì)成品油零售市場(chǎng)整合營(yíng)銷傳播策略進(jìn)行了探討,對(duì)新興的社交媒體互動(dòng)傳播,以及該行業(yè)獨(dú)特的終端傳播進(jìn)行了詳細(xì)分析。對(duì)于線下零售企業(yè),品牌傳播需要基于一定規(guī)模的零售網(wǎng)基礎(chǔ)上。在國(guó)內(nèi)成品油零售市場(chǎng)上,只有中石油、中石化具有網(wǎng)絡(luò)規(guī)模優(yōu)勢(shì),但是“兩大”集團(tuán)受以前行業(yè)壟斷意識(shí)的影響,近幾年才開始了品牌傳播舉動(dòng)。受制于網(wǎng)絡(luò)規(guī)�；蚬緦�(shí)力等因素,其他外資、民營(yíng)油站對(duì)品牌傳播的重視程度也普遍較低�？梢哉f整個(gè)行業(yè)品牌傳播的進(jìn)程都處于起步階段。本文對(duì)A公司的品牌傳播策略研究,也希望能對(duì)推動(dòng)國(guó)內(nèi)其他成品油零售企業(yè)的品牌傳播起到借鑒價(jià)值。
[Abstract]:In modern society, with the product homogenization becoming more and more serious, the market competition is becoming more and more serious, and the brand has become a powerful competitive weapon for an enterprise to stand out in the competition. Brand construction is directly related to the development of enterprises. A strong brand is a brand with high reputation and good reputation, which can not only increase the attractiveness of the product and make the enterprise stand out in the fierce market competition, but also improve the customer loyalty and bring more potential customers to the enterprise. With the rapid development of the national economy, people's living standard is improving, the automobile is becoming more and more popular, the transportation industry is developing rapidly, and the demand for the social consumption of refined oil is increasing. Oil has increasingly become an important commodity related to economic development and people's livelihood, which is regarded as an important strategic resource by the state. Under the influence of the trend of economic globalization, the retail market of domestic refined oil products is gradually open to foreign enterprises, and multinational oil giants have carried out China through joint venture "marriage" one after another. In recent years, the retail market for refined oil products in China has gradually formed the petrol filling stations of Sinopec, PetroChina, and foreign capital brands. The pattern in which private social gas stations participate in the competition. As a typical representative of these foreign oil companies entering the domestic oil retail market, due to the late entry of the market, the network scale is small. Brand communication of company A is still in its infancy in domestic oil retail market, and there are some problems in brand communication. In this paper, the cognitive performance of consumers on the main competitive brands in the current market (including brand recognition, preference, loyalty, etc.) is obtained by means of market research. Based on the data of perception of brand image and price, the problems of brand communication in company A are analyzed. The "5W mode" of communication is also suitable for brand communication. This paper redefines and analyzes the factors of brand communication in A company, combining with the characteristics of the product oil retail industry and the problems faced in the brand communication of A company. Especially aiming at brand communication information, this paper puts forward that brand communication information is not only limited to brand name, logo, propagandizing words, but also the summary of corporate image identification system, and analyzes the concept, behavior and visual information of brand communication in company A. With the development of science and technology in recent years, the media environment is constantly changing, new media emerge in endlessly, traditional media decline day by day, it is obvious that only relying on a single communication channel can not meet the communication needs of enterprises. Integrated marketing communication has become the best choice for many enterprises to carry out brand communication. Based on the case of company A, this paper probes into the integrated marketing communication strategy of refined oil retail market, and analyzes in detail the emerging interactive communication of social media and the unique terminal communication of the industry. For offline retail enterprises, brand communication needs to be based on a certain scale of retail networks. In the domestic oil retail market, only PetroChina and Sinopec have the advantage of network scale, but the "two big" groups have been affected by the monopoly consciousness of the former industry, so in recent years they have started to spread their brands. Restricted by the network scale or company strength, other foreign capital, private oil stations generally pay less attention to brand communication. It can be said that the whole industry brand communication process is in its infancy. This paper studies the brand communication strategy of company A, and hopes to promote the brand communication of other domestic oil retail enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72;F274

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本文編號(hào)：2099923