【摘要】：“青島啤酒”在長期的品牌營銷過程中奠定了“青島啤酒”在國內(nèi)啤酒類飲品品牌中的龍頭老大位置,在其中,其媒體策略發(fā)揮了相當(dāng)重要的作用,所以青島啤酒在媒體策略方面的經(jīng)驗和教訓(xùn)具有相當(dāng)?shù)难芯恳饬x。 本文主要以“青島啤酒”品牌為研究對象,從媒體關(guān)系理論出發(fā),以媒體策略角度分析青島啤酒品牌營銷。全文共分為5個部分。第1部分包括第一章和第二章,是緒論以及概念闡述,將品牌營銷和媒體策略的概念和理論背景做了說明。第2部分,梳理清楚青島啤酒百年品牌的發(fā)展歷史,按照發(fā)展階段進(jìn)行了詳細(xì)分析。第3部分,從媒體關(guān)系角度對青島啤酒的品牌定位、媒體營銷策略和媒體關(guān)系處理機(jī)制做了研究。第4部分,為了更加詳細(xì)解析青島啤酒品牌的品牌營銷和媒體策略,本文挑選了具有代表性的營銷案例進(jìn)行深入研究。第5部分,在前文基礎(chǔ)上進(jìn)行總結(jié),提出青島啤酒品牌營銷中可以借鑒的媒體策略。 本文從媒體關(guān)系角度闡釋青島啤酒的百年品牌之路,希望能夠拋磚引玉,在品牌營銷和媒體策略方面做出有益的研究。
[Abstract]:"Tsing Tao Beer" has established the leading position in the domestic beer beverage brand in the long-term brand marketing process, in which its media strategy has played a very important role. So Tsing Tao Beer's experience and lessons in media strategy have considerable significance. This article mainly takes Tsing Tao Beer brand as the research object, embarks from the media relations theory, from the media strategy angle analysis Tsing Tao Beer brand marketing. The full text is divided into five parts. The first part includes the first chapter and the second chapter, is the introduction and the concept elaboration, has made the explanation to the brand marketing and the media strategy concept and the theory background. The second part, combs the Tsing Tao Beer hundred years brand development history, has carried on the detailed analysis according to the development stage. The third part studies Tsing Tao Beer's brand positioning, media marketing strategy and media relationship processing mechanism from the angle of media relations. In the fourth part, in order to analyze Tsing Tao Beer's brand marketing and media strategy in more detail, this paper selects representative marketing cases for further study. The fifth part, on the basis of the previous summary, put forward Tsing Tao Beer brand marketing can learn from the media strategy. This paper, from the angle of media relations, explains Tsing Tao Beer's brand road for a hundred years, hoping to offer some useful research on brand marketing and media strategy.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82;F274

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本文編號：2401796