本文選題：整合營銷傳播　切入點：主題公關(guān)活動　出處：《北京交通大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 經(jīng)歷了2008年“三聚氰胺事件”危機(jī)的乳制品行業(yè),面臨著一種全新的局面：消費(fèi)者對于乳制品消費(fèi)的信心不足,對于國產(chǎn)乳制品缺乏足夠的信任；在政府、企業(yè)的共同努力下,乳制品行業(yè)開始整體回暖,行業(yè)中部分乳制品企業(yè)開始醞釀新的增長點。同時,本文所研究的案例企業(yè)面臨著一種復(fù)雜的局面：作為在“三聚氰胺事件”中極少數(shù)的沒有出現(xiàn)產(chǎn)品質(zhì)量問題的規(guī)模企業(yè)而名聲大振；收購原三鹿集團(tuán)資產(chǎn)后面臨巨大的利潤壓力和品牌建設(shè)壓力；品牌影響力和渠道滲透能力與其進(jìn)軍全國性品牌的戰(zhàn)略目標(biāo)相去甚遠(yuǎn)。在這種情況下,三元乳業(yè)收購原三鹿集團(tuán)后2009年在河北市場開展了一系列的整合營銷傳播活動。本文希望通過對三元乳業(yè)在河北市場營銷活動的分析與討論,提出合理化建議,幫助三元乳業(yè)提高整合營銷傳播活動的效率；同時通過將整合營銷傳播理論與案例企業(yè)的活動相結(jié)合的討論,提出可以推廣到整個乳制品行業(yè)的整合營銷傳播方法。 本文通過案例研究的方法,在分析了當(dāng)前乳制品行業(yè)營銷環(huán)境的基礎(chǔ)上,提出了乳制品業(yè)在當(dāng)前形式下應(yīng)采取的整合營銷傳播方案,然后對三元乳業(yè)2009年在河北市場的營銷活動進(jìn)行介紹、分析了與評價。在建議方案中,選擇同行業(yè)中的蒙牛乳業(yè)為標(biāo)桿企業(yè),對其事件營銷活動進(jìn)行了介紹并引出事件營銷操作的指導(dǎo)性原則。 通過對案例企業(yè)的研究,本文提出乳制品企業(yè)營銷活動中可以借鑒的幾點結(jié)論：在整合營銷傳播活動的開展方面,應(yīng)以主題公關(guān)活動或事件營銷統(tǒng)領(lǐng)各種營銷傳播手段并將各種營銷傳播方式有機(jī)結(jié)合；在新產(chǎn)品的設(shè)計研發(fā)方面,開發(fā)自己的專利產(chǎn)品來確立品牌形象并以大眾化產(chǎn)品占領(lǐng)市場份額；在乳制品企業(yè)渠道策略上,鼓勵企業(yè)開發(fā)多元化渠道,但不建議企業(yè)建設(shè)專有渠道；在廣告主題訴求方面,應(yīng)深入挖掘企業(yè)自身的核心優(yōu)勢并用明確的語言表示出來。
[Abstract]:The dairy industry, which experienced the "melamine incident" crisis in 2008, is faced with a new situation: consumers' lack of confidence in dairy products consumption and lack of sufficient trust in domestic dairy products; with the joint efforts of the government and enterprises, The dairy industry as a whole began to recover, and some dairy companies in the industry began to develop new growth points. At the same time, The case enterprises studied in this paper are faced with a complicated situation: as a very small number of enterprises with no product quality problems in the "melamine incident", they have gained fame; The acquisition of the assets of the former Sanlu Group faces enormous profit pressure and brand building pressure; brand influence and channel penetration are very different from its strategic goal of entering a national brand. In this case, In 2009, three Yuan Dairy Industry launched a series of integrated marketing and communication activities in Hebei market after acquiring Sanlu Group. This paper hopes to put forward some reasonable suggestions through the analysis and discussion of the marketing activities of Sanyuan Dairy Industry in Hebei Province. At the same time, through the discussion of combining the theory of integrated marketing communication with the activities of case enterprises, this paper puts forward a method of integrated marketing communication which can be extended to the whole dairy industry. Based on the analysis of the current marketing environment of the dairy industry, this paper puts forward the integrated marketing communication scheme for the dairy industry under the current situation. Then, the marketing activities of Sanyuan dairy industry in Hebei market in 2009 were introduced, analyzed and evaluated. In the proposal, Mengniu dairy industry in the same industry was selected as the benchmark enterprise. The event marketing activities are introduced and the guiding principles of event marketing operations are introduced. Through the case study of enterprises, this paper puts forward several conclusions that can be used for reference in the marketing activities of dairy enterprises: the development of integrated marketing communication activities, We should use themed public relations activities or event marketing to dominate all kinds of marketing communication methods and combine them organically; in the design and development of new products, Develop own patented products to establish brand image and occupy market share with popular products; encourage enterprises to develop diversified channels in dairy enterprise channel strategy, but do not recommend that enterprises build proprietary channels; Should dig into the core advantage of the enterprise itself and express it in a clear language.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F274;F426.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 鮑其雯;基于綠色公關(guān)提升乳制品企業(yè)形象的策略性研究[D];上海外國語大學(xué);2011年

2 曹云明;SL公司整合營銷傳播策略研究[D];山東大學(xué);2012年

3 郝然;大眾體育作為體育營銷資源的運(yùn)用研究[D];北京體育大學(xué);2013年

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本文編號：1566140