本文關(guān)鍵詞： 網(wǎng)絡(luò)傳播平臺(tái) 運(yùn)動(dòng)服裝品牌 品牌推廣與應(yīng)用　出處：《湖南師范大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)在中國(guó)的迅猛發(fā)展,越來(lái)越多的消費(fèi)者在吃、穿、住、用、行上與網(wǎng)絡(luò)聯(lián)系越來(lái)越緊密,網(wǎng)絡(luò)傳播正潛移默化地滲透進(jìn)人們的日常生活中,改變著人們的認(rèn)知行為、思維模式和生活方式,并逐漸與社會(huì)走向交融。網(wǎng)絡(luò)傳播平臺(tái)也逐漸發(fā)展成為一個(gè)企業(yè)品牌形象宣傳、產(chǎn)品展示推廣、信息溝通方便快捷的一個(gè)平臺(tái)。 本文以網(wǎng)絡(luò)傳播平臺(tái)為研究的切入點(diǎn),探討了運(yùn)動(dòng)服裝品牌如何通過(guò)網(wǎng)絡(luò)傳播這個(gè)平臺(tái)進(jìn)行品牌推廣的問(wèn)題。論文從網(wǎng)絡(luò)傳播的概念及分類(lèi)入手,繼而分析運(yùn)動(dòng)服裝品牌推廣的概念、特性和發(fā)展沿革,揭示了網(wǎng)絡(luò)傳播在運(yùn)動(dòng)服裝品牌推廣應(yīng)用中的優(yōu)勢(shì),即：傳播的信息量大,傳播主體多元化；傳播的形式多樣,手法不一；傳播過(guò)程在豐富多變、互動(dòng)；交流具有開(kāi)放性；傳播主體的層面比較寬。同時(shí),也分析了網(wǎng)絡(luò)傳播平臺(tái)在運(yùn)動(dòng)服裝品牌推廣中存在的問(wèn)題,如：盲目追求網(wǎng)絡(luò)傳播高效的功能性,忽視消費(fèi)者的真正需求；過(guò)于重視網(wǎng)絡(luò)傳播帶來(lái)的經(jīng)濟(jì)效益,輕視品牌本身的文化內(nèi)涵建設(shè)；網(wǎng)絡(luò)廣告流于形式和量,缺乏創(chuàng)意和深入人心的品牌形象；網(wǎng)絡(luò)監(jiān)管力度不夠,歪曲產(chǎn)品圖片的真實(shí)性。 縱觀本文,筆者將其分為四個(gè)部分去歸類(lèi)。從探索理論到實(shí)踐,筆者盡可能地讓文脈清晰。本文約有三萬(wàn)五千字,并引入了超過(guò)20幅運(yùn)動(dòng)服裝品牌網(wǎng)絡(luò)推廣的圖表來(lái)論證觀點(diǎn),其中結(jié)合自身的工作實(shí)踐和調(diào)查分析了四幅原創(chuàng)圖表。因此,本文是以理論結(jié)合實(shí)踐來(lái)進(jìn)行寫(xiě)作的。 因?yàn)槟壳吧鐣?huì)上還沒(méi)有全面闡述網(wǎng)絡(luò)傳播如何提升運(yùn)動(dòng)服裝品牌形象、促進(jìn)品牌推廣等相關(guān)方面進(jìn)行探索分析的文獻(xiàn),所以本文在第三章節(jié)用理論結(jié)合筆者親歷一個(gè)運(yùn)動(dòng)服裝品牌--Anta的工作實(shí)踐來(lái)比較分析是此次論文的一個(gè)創(chuàng)新點(diǎn),并經(jīng)過(guò)分析總結(jié)得出只有結(jié)合網(wǎng)絡(luò)傳播與傳統(tǒng)傳播,并逐步提高產(chǎn)品質(zhì)量、發(fā)展網(wǎng)絡(luò)定制營(yíng)銷(xiāo)模式網(wǎng)絡(luò)線上線下產(chǎn)品的不同設(shè)計(jì)的觀點(diǎn),運(yùn)動(dòng)服裝品牌的發(fā)展才能得到根本性的延伸和拓展。同時(shí),第三節(jié)章是筆者從運(yùn)動(dòng)服裝品牌網(wǎng)絡(luò)傳播的發(fā)展領(lǐng)域來(lái)分析國(guó)內(nèi)外運(yùn)動(dòng)服裝品牌的推廣應(yīng)用現(xiàn)狀,并通過(guò)國(guó)外的優(yōu)秀案例Adidas來(lái)深化內(nèi)容,并結(jié)合國(guó)內(nèi)幾大運(yùn)動(dòng)服裝品牌的網(wǎng)絡(luò)傳播案例來(lái)研究得出運(yùn)動(dòng)服裝品牌在網(wǎng)絡(luò)傳播中存在的問(wèn)題。一個(gè)運(yùn)動(dòng)服裝品牌的發(fā)展離不開(kāi)產(chǎn)品設(shè)計(jì)、形象宣傳、市場(chǎng)推廣等方而的因素,同時(shí)也離不開(kāi)時(shí)代發(fā)展中人們個(gè)性需求的調(diào)研。最后,筆者從自己的視角來(lái)思考網(wǎng)絡(luò)時(shí)代中運(yùn)動(dòng)服裝品牌發(fā)展及推廣的前景,我們唯有理性推廣,對(duì)品牌自身的定位深度分析,利用傳統(tǒng)傳媒和網(wǎng)絡(luò)傳播相結(jié)合的方式對(duì)品牌進(jìn)行層層推廣,從而走一條獨(dú)具特色的生存與發(fā)展之路。
[Abstract]:With the rapid development of Internet technology in China, more and more consumers are eating, dressing, living, using, and connecting with the network more and more closely. Network communication is infiltrating into people's daily life. It changes people's cognitive behavior, mode of thinking and way of life, and gradually blends with the society. The network communication platform has gradually developed into a platform for enterprise brand image publicity, product display and information communication. This paper takes the network communication platform as the breakthrough point of study, discusses how the sports clothing brand carries on the brand promotion through the network dissemination platform, the paper starts with the concept and the classification of the network communication, Then it analyzes the concept, characteristics and evolution of sports clothing brand promotion, and reveals the advantages of network communication in the application of sports clothing brand promotion, that is, the amount of information transmitted, the diversification of communication subjects, the diversity of forms of communication. Different techniques; the communication process is rich and changeable, interactive; the communication is open; the main level of communication is relatively wide. At the same time, it also analyzes the problems of the network communication platform in the promotion of sportswear brand. Such as: blindly pursuing the efficient function of network communication, neglecting the real needs of consumers; paying too much attention to the economic benefits brought by network communication, despising the construction of cultural connotation of brand itself; Lack of creative and popular brand image; network supervision is not strong enough to distort the authenticity of product images. Throughout this paper, the author divides it into four parts to categorize it. From exploring theory to practice, the author tries to make the context as clear as possible. There are about 35,000 words in this paper. More than 20 charts of sportswear brand network promotion are introduced to prove the viewpoint, among which four original charts are analyzed in combination with their own work practice and investigation. Therefore, this paper is written by combining theory with practice. Because at present, there is no comprehensive explanation of the literature on how to promote the image of sportswear brand and promote brand promotion and other related aspects of network communication. Therefore, in the third chapter, the author compares and analyzes the work of Anta, a sportswear brand, by combining the theory with the author's own work, and concludes that only combining the network communication with the traditional communication is an innovative point of this paper. And step by step improve the product quality, develop the network customization marketing mode, the network line and offline product different design viewpoint, the sports clothing brand development can get the fundamental extension and the expansion. At the same time, The third chapter is the author from the sports clothing brand network communication development area to analyze the domestic and foreign sports clothing brand promotion and application status, and through the foreign excellent case Adidas to deepen the content, And combined with several domestic sports clothing brand network communication cases to study the sports clothing brand in the network communication problems. A sports clothing brand development can not do without product design, image publicity, Market promotion and other factors, but also inseparable from the development of the times, people's personality needs research. Finally, the author from his own perspective to think about the development and promotion of sportswear brands in the network age, we can only rational promotion, This paper analyzes the positioning depth of brand itself and makes use of the combination of traditional media and network communication to popularize the brand layer by layer so as to take a unique road of survival and development.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F273.2;G206

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 楊菲;MAP手機(jī)導(dǎo)航的網(wǎng)絡(luò)推廣策略[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2015年

2 張茹;多平臺(tái)模式下服裝品牌的推廣策略研究[D];江南大學(xué);2014年

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本文編號(hào)：1502355