【摘要】：進(jìn)入21世紀(jì)以來,中國市場經(jīng)濟(jì)體系逐步完善,在市場經(jīng)濟(jì)中,品牌已經(jīng)成為企業(yè)在市場競爭中獲得成功的關(guān)鍵因素。它是一種無形的財產(chǎn),品牌不僅僅只是商品的標(biāo)志和名稱,還能通過獨有的、概念化和抽象的識別來體現(xiàn)商品之間的差別化,讓人對其產(chǎn)生獨有印象。企業(yè)不僅要將產(chǎn)品和服務(wù)銷售給消費者,還要讓消費者產(chǎn)生好感,從而反復(fù)的購買、宣傳,形成品牌忠誠度,品牌已經(jīng)成為企業(yè)爭奪市場份額重要的非價格手段之一。因此企業(yè)要想在激烈的競爭中生存下去,必須在戰(zhàn)略上高度重視品牌傳播。本文以河北省原村土布品牌傳播策略為研究對象,運用傳播學(xué)和品牌學(xué)的知識,采用實地考察和資料分析法,通過定量和定性的研究方法對材料進(jìn)行分析解構(gòu),找出原村土布進(jìn)行品牌傳播的可取之處,并針對其在傳播中出現(xiàn)的品牌問題,提出改進(jìn)策略。借此希望通過研究原村土布這一家的品牌傳播問題,能夠舉一反三,探索整個傳統(tǒng)工藝行業(yè)的品牌定位,提出能夠為企業(yè)解決問題的有效方法和策略。
[Abstract]:Since the beginning of the 21st century, China's market economic system has been gradually improved. In the market economy, brand name has become the key factor for enterprises to succeed in market competition. It is an intangible property, brand is not only the logo and name of the goods, but also through unique, conceptual and abstract identification to reflect the difference between the goods, so that people have a unique impression of it. Enterprises should not only sell products and services to consumers, but also make consumers have good feelings, thus repeatedly purchase, propagate and form brand loyalty. Brand has become one of the most important non-price means for enterprises to compete for market share. Therefore, if enterprises want to survive in the fierce competition, they must attach great importance to brand communication strategically. This paper takes the brand communication strategy of original village soil cloth in Hebei Province as the research object, using the knowledge of communication and brand science, using field investigation and data analysis, analyzing and deconstructing the materials through quantitative and qualitative research methods. To find out the advantages of brand communication in the original village soil cloth, and to put forward the improvement strategy in view of the brand problems in the communication. It is hoped that by studying the brand communication problem of the original village earth cloth, we can draw a lesson from one another, explore the brand positioning of the whole traditional craft industry, and put forward effective methods and strategies to solve the problems for the enterprises.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.5;G206

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本文編號：2260233