【摘要】：在當(dāng)今市場競爭日益激烈的環(huán)境下,一家企業(yè)如果沒有一個(gè)切合實(shí)際的、有新意的市場營銷戰(zhàn)略來引導(dǎo)企業(yè)的經(jīng)營,那么很難在激烈的市場競爭中脫穎而出。因而選擇有效的營銷手段就顯得尤為重要。因此,本文以視覺營銷這一創(chuàng)新營銷手段作為切入點(diǎn)進(jìn)行分析。視覺營銷的概念及理論從提出至今,一直在不斷的發(fā)展與完善,其理論被廣泛的應(yīng)用于市場營銷活動中,然而真正能創(chuàng)新性的使用該理論,提升企業(yè)在市場營銷活動中表現(xiàn)的卻并不多。創(chuàng)新視覺營銷的實(shí)踐就是要遵從“先感知,后反應(yīng)”的營銷哲學(xué),從感知方面改變消費(fèi)者,提高他們對目標(biāo)品牌的選擇性注意,減少選擇性曲解,最終選擇性保留。在消費(fèi)之前就將相關(guān)品牌的信息植入他們的記憶當(dāng)中,左右消費(fèi)行為。本文在對視覺營銷概念以及演變進(jìn)程回顧的基礎(chǔ)上,分析了美國孩之寶公司與中國海爾公司創(chuàng)新視覺營銷實(shí)踐的成功案例,在總結(jié)了其視覺營銷成功的經(jīng)驗(yàn)后,結(jié)合四川長虹的發(fā)展戰(zhàn)略及品牌定位,分析了長虹公司在營銷傳播過程中應(yīng)該如何有效創(chuàng)新使用視覺營銷的理論,結(jié)合有效的傳播渠道來達(dá)到有效的品牌傳播目的,從而更好的支撐四川長虹的發(fā)展戰(zhàn)略。
[Abstract]:In today's increasingly fierce market competition, if an enterprise does not have a realistic, innovative marketing strategy to guide the business, it is difficult to stand out in the fierce market competition. Therefore, the choice of effective marketing means is particularly important. Therefore, this article takes the visual marketing as the innovation marketing means to carry on the analysis. The concept and theory of visual marketing has been continuously developed and perfected since it was put forward, and its theory has been widely used in marketing activities. However, it can be used innovatively. The promotion enterprise in the marketing activity performance actually is not many. The practice of innovative visual marketing is to follow the marketing philosophy of "first perception, then reaction", change consumers' perception, improve their selective attention to the target brand, reduce the misinterpretation of selectivity, and finally retain selectively. Relevant brand information is embedded in their memory before consumption, affecting consumption behavior. On the basis of reviewing the concept and evolution of visual marketing, this paper analyzes the successful cases of American Hasbro Company and Haier Company of China in innovating visual marketing practice, and summarizes its successful experience in visual marketing. Combined with Sichuan Changhong's development strategy and brand positioning, this paper analyzes how Changhong Company should effectively innovate and use visual marketing theory in the process of marketing communication, and combine effective communication channels to achieve effective brand communication purposes. In order to better support Sichuan Changhong's development strategy.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.6

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本文編號：2218977