本文選題：互聯(lián)網(wǎng) + 體驗(yàn)經(jīng)濟(jì)��； 參考：《河北大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)已經(jīng)改變了人類生活,“人們可以離開(kāi)書籍,但是不能離開(kāi)網(wǎng)絡(luò)”。今天使用網(wǎng)絡(luò)進(jìn)行生活、學(xué)習(xí)、娛樂(lè)已經(jīng)成為了人類的基本行為習(xí)慣,成為了人類歷史上不可磨滅的一個(gè)環(huán)節(jié)。其中對(duì)于企業(yè)而言,尤其是傳統(tǒng)企業(yè),互聯(lián)網(wǎng)的存在對(duì)其帶來(lái)了巨大的沖擊。對(duì)于消費(fèi)者而言互聯(lián)網(wǎng)的便捷、高效、低價(jià)的使用成本,嚴(yán)重沖擊了傳統(tǒng)企業(yè)的線下銷售,而新興的互聯(lián)網(wǎng)企業(yè),緊握時(shí)代潮流,在互聯(lián)網(wǎng)中深耕細(xì)作,攫取了大量利潤(rùn),嚴(yán)重威脅到了傳統(tǒng)企業(yè)的發(fā)展。那么傳統(tǒng)企業(yè)如何因地制宜,找到自己合適的品牌升級(jí)之路,則尤為重要!在這樣的形勢(shì)下,本文將闡述“果然自在”如何借力互聯(lián)網(wǎng)進(jìn)行品牌的升級(jí),打造出符合自身的互聯(lián)網(wǎng)發(fā)展模式。此次研究包括市場(chǎng)調(diào)研、消費(fèi)者研究、品牌規(guī)劃、視覺(jué)規(guī)劃、渠道規(guī)劃、事件營(yíng)銷等六個(gè)部分,以此打造完善的、科學(xué)的品牌,從而達(dá)到“用對(duì)互聯(lián)網(wǎng)、用好互聯(lián)網(wǎng)、用互聯(lián)網(wǎng)進(jìn)行傳播并提升品牌產(chǎn)品的銷量”。此次論文的組成部分包括:第一部分主要闡述研究對(duì)象、目的及意義;第二、三、四部分將說(shuō)明“果然自在”如何利用互聯(lián)網(wǎng)打造自身獨(dú)特的品牌、渠道、傳播手法,提升消費(fèi)者的體驗(yàn)。并通過(guò)此次研究,希望能為傳統(tǒng)企業(yè)的轉(zhuǎn)型提供值得參考的方案和運(yùn)營(yíng)原理。
[Abstract]:The Internet has changed human life, "people can leave books, but can not leave the Internet." Today, the use of the Internet for life, learning, entertainment has become the basic behavior of human habits, has become an indelible link in human history. For enterprises, especially traditional enterprises, the existence of the Internet has brought a huge impact on it. For consumers, the convenience, efficiency and low cost of using the Internet have seriously impacted the offline sales of traditional enterprises, while the emerging Internet enterprises have grasped the trend of the times, ploughed deep into the Internet and made a lot of profits. A serious threat to the development of traditional enterprises. So the traditional enterprise how to adapt to local conditions, find their own suitable brand upgrade road, it is particularly important! In such a situation, this article will explain how to use the Internet to upgrade the brand and create an Internet development model that conforms to its own. The research includes six parts: market research, consumer research, brand planning, visual planning, channel planning, event marketing, and so on, in order to build a sound and scientific brand, thus achieving "use the Internet, use the Internet well," Using the Internet to spread and increase the sales of brand products. The composition of this paper includes: the first part mainly elaborates the research object, the purpose and the significance; the second, third, four parts will explain how "really comfortable" how to use the Internet to create its own unique brand, channel, dissemination method, Enhance the consumer's experience. And through this research, I hope to provide the plan and operation principle for the transformation of traditional enterprises.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 陳積常;;網(wǎng)絡(luò)廣告互動(dòng)性的探究[J];重慶科技學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2013年12期

2 李桂芬;;數(shù)字化時(shí)代的廣告投放趨勢(shì)[J];廣告人;2010年06期

3 袁恩培;消費(fèi)心理在包裝設(shè)計(jì)中的應(yīng)用與研究[J];包裝工程;2004年01期

，

本文編號(hào)：2094045