本文關(guān)鍵詞：佰草集品牌塑造與傳播研究　出處：《四川外國(guó)語(yǔ)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 文化式品牌塑造 品牌傳播 佰草集 結(jié)構(gòu)方程模型

【摘要】：有關(guān)研究表明，品牌尤其是強(qiáng)勢(shì)品牌可以為公司創(chuàng)造巨大的價(jià)值，公司應(yīng)該專注于管理品牌概念的傳播過程，從而創(chuàng)造品牌的無形資產(chǎn)。各項(xiàng)研究普遍認(rèn)為，品牌、品牌塑造與文化有著密切聯(lián)系。如若不考慮文化因素，便永遠(yuǎn)無法對(duì)品牌的相關(guān)問題展開深入透徹的研究。本文基于一種新興的文化式品牌塑造原理，對(duì)國(guó)產(chǎn)護(hù)膚品品牌——佰草集的品牌塑造和傳播進(jìn)行了分析和研究，旨在說明品牌不僅只是產(chǎn)品或服務(wù)的代名詞，也是一種感性的實(shí)體，需要進(jìn)行塑造與傳播。 本文首先回顧了現(xiàn)有的有關(guān)品牌理論、品牌文化和品牌傳播的資料，并指出了本研究的理論意義和現(xiàn)實(shí)意義。在描述了三種常見的品牌塑造理論之后，集中分析了一種新興理論——文化式品牌塑造理論。前三種品牌塑造理論有其優(yōu)勢(shì)，但不足以塑造一個(gè)成功的偶像品牌。由于全面融匯了營(yíng)銷組合、客戶滿意度等要素，文化式品牌塑造理論對(duì)品牌經(jīng)理制定合適的品牌戰(zhàn)略有著導(dǎo)向作用。 本文接下來著重描述并分析了佰草集的品牌塑造戰(zhàn)略。家化旗下的佰草集品牌作為文化式品牌塑造理論的成功典范，很好地闡釋了文化式品牌塑造理論的要義。在這一部分，文章主要討論了佰草集品牌的概念定位、概念推進(jìn)、深化品牌定位的原則和傳播網(wǎng)絡(luò)的構(gòu)建。 然后本文通過實(shí)證研究，驗(yàn)證了佰草集的文化式品牌塑造手段有著良好的傳播效果，，通過廣告效果分析以及構(gòu)建“品牌概念影響購(gòu)買行為”模型，通過文獻(xiàn)研究、市場(chǎng)調(diào)研等方法，提出了4個(gè)假設(shè)，并建立假設(shè)關(guān)系模型，利用統(tǒng)計(jì)軟件SPSS21.0和結(jié)構(gòu)方程模型軟件AMOS21.0對(duì)數(shù)據(jù)的信度、效度和模型的擬合度進(jìn)行驗(yàn)證和解析，以此獲得相關(guān)的實(shí)驗(yàn)結(jié)果。 市場(chǎng)上的國(guó)貨護(hù)膚品種類繁多，但始終缺乏品牌的文化內(nèi)涵，一直無法告別“賣白菜價(jià)，賺辛苦錢”的困境。受佰草集的文化式品牌塑造戰(zhàn)略啟發(fā)，文章在最后一部分為國(guó)產(chǎn)品牌的塑造和傳播提出了幾點(diǎn)建議。
[Abstract]:Research shows that brands, especially strong brands, can create great value for the company, companies should focus on the management of the brand concept of the dissemination process, thus creating the intangible assets of the brand. Brand, brand shaping and culture are closely related. If we do not consider cultural factors, we will never be able to carry out a thorough study of brand related issues. This paper is based on a new cultural brand shaping principle. This paper analyzes and studies the brand shaping and dissemination of domestic skin care brand-Baicaoji in order to show that brand is not only the synonym of product or service, but also a kind of perceptual entity. It needs to be shaped and disseminated. This paper first reviews the existing information on brand theory, brand culture and brand communication, and points out the theoretical and practical significance of this study. Focusing on a new theory-cultural brand shaping theory. The first three brand shaping theory has its advantages, but not enough to create a successful idol brand. Because of the comprehensive integration of the marketing mix. Factors such as customer satisfaction, cultural brand shaping theory for brand managers to formulate appropriate brand strategy has a guiding role. Next, this paper describes and analyzes the brand shaping strategy of Baicaoji, which is a successful example of cultural brand shaping theory. In this part, the paper mainly discusses the concept positioning, concept promotion, deepening the principles of brand positioning and the construction of communication network. Then, through the empirical research, this paper verifies that the cultural brand shaping method of Baicao set has good communication effect, through advertising effect analysis and building "brand concept influence purchase behavior" model. Through literature research, market research and other methods, we put forward four hypotheses, and set up a hypothetical relationship model. The statistical software SPSS21.0 and the structural equation model software AMOS21.0 are used to verify and analyze the reliability, validity and fitting of the model, and the experimental results are obtained. There are many kinds of domestic skin care products in the market, but they lack the cultural connotation of the brand all the time, so they can not say goodbye to the dilemma of "selling cabbage price and making hard money". In the last part of the article, some suggestions are put forward for the creation and dissemination of domestic brands.
【學(xué)位授予單位】：四川外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F426.72

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相關(guān)期刊論文 前2條

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本文編號(hào)：1420174