本文選題：品牌傳播　切入點(diǎn)：品牌深度傳播　出處：《中國海洋大學(xué)》2014年碩士論文

【摘要】：隨著市場(chǎng)競(jìng)爭的愈加激烈，企業(yè)已經(jīng)非常重視品牌的塑造，品牌資產(chǎn)不斷提高。然而部分高品牌資產(chǎn)價(jià)值的企業(yè)在市場(chǎng)競(jìng)爭中并沒有體現(xiàn)出與其品牌價(jià)值相匹配的市場(chǎng)競(jìng)爭力。在啤酒行業(yè)里，青島啤酒作為我國啤酒行業(yè)的領(lǐng)導(dǎo)者，是百年品牌企業(yè)，品牌內(nèi)涵比較深厚，品牌資產(chǎn)位居行業(yè)第一；而在競(jìng)爭面前，青島啤酒并沒有很好的將這種品牌魅力轉(zhuǎn)換成市場(chǎng)競(jìng)爭力。盡管品牌投入不斷增加，但青島啤酒仍然面臨著高美譽(yù)度低競(jìng)爭力、消費(fèi)者青睞度下降、市場(chǎng)發(fā)展平淡等問題。由于青島啤酒塑造的品牌內(nèi)涵較為健康，所以，面對(duì)青島啤酒高美譽(yù)度低競(jìng)爭力等品牌發(fā)展困境，我們需要從傳播的角度研究相應(yīng)策略來提升青島啤酒品牌競(jìng)爭力。 青島啤酒如何采用品牌深度傳播策略來改變品牌發(fā)展困境是論文研究的重點(diǎn)。文中利用個(gè)案研究和定性分析法，通過對(duì)青島啤酒品牌營銷狀況進(jìn)行分析，找出存在問題，并結(jié)合當(dāng)前媒介、消費(fèi)者及傳播趨勢(shì)的變化，提出了青島啤酒品牌深度傳播概念和策略。當(dāng)前人們已進(jìn)入新媒體時(shí)代，傳統(tǒng)媒體地位下降，媒介呈現(xiàn)碎片化趨勢(shì)，消費(fèi)者的注意力緊缺，媒介環(huán)境和習(xí)慣都發(fā)生變化，品牌傳播手段和方式亟需創(chuàng)新，品牌深度傳播概念應(yīng)運(yùn)而生。品牌深度傳播是以人文主義精神和品牌的核心價(jià)值為指導(dǎo)，通過創(chuàng)新整合傳播鏈資源，創(chuàng)新傳播形式與內(nèi)容，將品牌文化沁入受眾心智，觸動(dòng)甚至改變受眾認(rèn)知與情感，同時(shí)讓受眾參與到品牌建設(shè)中，參與互動(dòng)、參與傳播，增進(jìn)品牌與消費(fèi)者的緊密關(guān)系，進(jìn)而增強(qiáng)品牌競(jìng)爭力與資產(chǎn)。論文從青島啤酒的品牌傳播實(shí)際出發(fā)提出了文化驅(qū)動(dòng)策略、聚心策略、參與策略、社會(huì)化媒體策略、整合策略等品牌深度傳播策略，試圖解決青島啤酒品牌發(fā)展困境。青島啤酒品牌深度傳播是以品牌文化和價(jià)值觀為紐帶與消費(fèi)者建立起牢固的關(guān)系，整合傳播鏈資源，利用社會(huì)化媒體平臺(tái)，將情感化、娛樂化、個(gè)性化的傳播內(nèi)容傳遞給受眾，將受眾的心聚攏到企業(yè)品牌空間里，引導(dǎo)他們主動(dòng)傳播與互動(dòng)溝通，進(jìn)而感受到品牌個(gè)性和價(jià)值，引起他們的認(rèn)同與共鳴，實(shí)現(xiàn)受眾心理需求的滿足。由此，青島啤酒將打破當(dāng)前品牌發(fā)展困境，，大大提高品牌競(jìng)爭力，發(fā)揮百年品牌實(shí)力，走上品牌驅(qū)動(dòng)發(fā)展的快車道。 論文從品牌傳播的角度研究如何通過創(chuàng)新品牌傳播方式和策略改變青島啤酒品牌發(fā)展困境，真正發(fā)揮青島啤酒高美譽(yù)度下的品牌競(jìng)爭力。論文創(chuàng)新性的提出品牌深度傳播概念，并通過實(shí)施品牌深度傳播策略，解決青島啤酒品牌發(fā)展問題。這些策略和經(jīng)驗(yàn)也為其他企業(yè)的品牌發(fā)展提供有效的借鑒。特別是對(duì)于高品牌價(jià)值、低競(jìng)爭力的企業(yè)，通過品牌深度傳播，讓品牌沁入到受眾的內(nèi)心，建立品牌和受眾的親密關(guān)系，更好的發(fā)揮品牌實(shí)力，助力企業(yè)的市場(chǎng)競(jìng)爭。
[Abstract]:With the increasingly fierce market competition, enterprises have attached great importance to the creation of brands, brand assets continue to improve.However, some enterprises with high brand equity value do not reflect the market competitiveness matching their brand value in the market competition.In the beer industry, Tsing Tao Beer, as the leader of China's beer industry, is a 100-year brand enterprise with a deep brand connotation and the first brand asset in the industry; however, in the face of competition,Tsing Tao Beer is not very good will this brand charm into market competitiveness.Despite the increasing investment in the brand, Tsing Tao Beer still faces problems such as high reputation, low competitiveness, declining consumer favor and flat market development.Because of the healthy brand connotation created by Tsing Tao Beer, we need to study the corresponding strategies from the perspective of communication in order to enhance the brand competitiveness of Tsing Tao Beer in the face of the difficulties of brand development such as the high reputation and low competitiveness of Tsing Tao Beer.Tsing Tao Beer how to adopt brand depth communication strategy to change the plight of brand development is the focus of this paper.By using case study and qualitative analysis, this paper analyzes the marketing situation of Tsing Tao Beer brand, finds out the existing problems, and combines the changes of media, consumers and communication trends.Put forward the concept and strategy of Tsing Tao Beer brand depth communication.At present, people have entered the new media age, the status of traditional media has declined, the media has shown a fragmented trend, the attention of consumers is short, the media environment and habits have changed, and the means and methods of brand communication need to be innovated.The concept of brand depth communication came into being.Brand deep communication is guided by humanism spirit and brand core value, through innovation and integration of communication chain resources, innovation communication form and content, brand culture into the mind of the audience, touch or even change the audience cognition and emotion.At the same time, let the audience participate in the brand construction, participate in the interaction, participate in the dissemination, enhance the close relationship between the brand and the consumer, and then enhance the brand competitiveness and assets.Based on Tsing Tao Beer's brand communication practice, this paper puts forward some strategies such as culture-driven strategy, focus strategy, participation strategy, social media strategy, integration strategy and so on.The deep communication of Tsing Tao Beer brand is based on brand culture and values to establish a strong relationship with consumers, integrate the resources of communication chain, use social media platform, will be emotional, entertainment, personalized communication content to the audience.The audience will gather their hearts into the enterprise brand space, lead them to actively spread and interactive communication, and then feel the brand personality and value, cause their identity and resonance, achieve the psychological needs of the audience.Therefore, Tsing Tao Beer will break the current plight of brand development, greatly improve brand competitiveness, give play to 100 years of brand strength, and enter the fast track of brand driven development.From the perspective of brand communication, this paper studies how to change Tsing Tao Beer's brand development dilemma by innovating brand communication methods and strategies, so as to give full play to the brand competitiveness under the high reputation of Tsing Tao Beer.This paper innovatively puts forward the concept of brand depth communication, and solves the problem of Tsing Tao Beer brand development by implementing brand depth communication strategy.These strategies and experiences also provide effective reference for the brand development of other enterprises.Especially for the enterprises with high brand value and low competitiveness, through the deep dissemination of the brand, let the brand into the heart of the audience, establish a close relationship between the brand and the audience, better play the brand strength, help enterprises to compete in the market.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82;G206

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本文編號(hào)：1694166