本文選題：智能家居　切入點(diǎn)：整合營(yíng)銷傳播　出處：《廈門大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】： 整合營(yíng)銷傳播以4C理論為基礎(chǔ),強(qiáng)調(diào)企業(yè)營(yíng)銷活動(dòng)的協(xié)調(diào)性,它的出現(xiàn)對(duì)品牌、營(yíng)銷、廣告等領(lǐng)域產(chǎn)生了空前的影響與推動(dòng)作用,是企業(yè)打造強(qiáng)勢(shì)品牌的銳利武器。它要求以“整合”的思想,從“消費(fèi)者的角度”去思考營(yíng)銷問(wèn)題,在企業(yè)的營(yíng)銷目標(biāo)上追求“品牌至上”。整合營(yíng)銷傳播理論從產(chǎn)生、發(fā)展現(xiàn)在逐漸成熟,經(jīng)歷了眾多營(yíng)銷學(xué)和廣告學(xué)大師的修改完善,其理論體系逐步科學(xué)化、系統(tǒng)化,對(duì)企業(yè)的營(yíng)銷實(shí)戰(zhàn)具有重大的指導(dǎo)意義。在具體的使用中,整合營(yíng)銷傳播可以由兩部分組成:側(cè)重于銷售的營(yíng)銷組合和側(cè)重于品牌推廣的傳播手段。可以預(yù)見(jiàn),整合營(yíng)銷傳播理論體系在經(jīng)濟(jì)發(fā)展和社會(huì)生活的各個(gè)領(lǐng)域中將發(fā)揮越來(lái)越重要的作用。 智能家居行業(yè)是近年來(lái)興起的又一新興產(chǎn)業(yè)。與普通家居相比,智能家居能夠提供更加舒適安全、高品位且宜人的家庭生活空間,具有廣闊的市場(chǎng)潛力。EJ公司作為中國(guó)智能家居行業(yè)的先行者之一,在技術(shù)和營(yíng)銷資源等方面占有一定的優(yōu)勢(shì)。但是其產(chǎn)品一直未能打開(kāi)市場(chǎng),究其原因,主要在于產(chǎn)品推廣和品牌塑造方面的不力。從長(zhǎng)遠(yuǎn)來(lái)看,隨著中國(guó)智能家居市場(chǎng)競(jìng)爭(zhēng)的逐步加劇,EJ公司迫切需要打造強(qiáng)勢(shì)品牌,以謀求企業(yè)的長(zhǎng)遠(yuǎn)利益。 本文從智能家居產(chǎn)品目前主要作為時(shí)尚品的特點(diǎn)出發(fā),通過(guò)分析公司目前的營(yíng)銷環(huán)境,為公司提出了“重點(diǎn)城市突破——區(qū)域拓展——全國(guó)擴(kuò)張”的戰(zhàn)略發(fā)展規(guī)劃建議,并為公司首要的重點(diǎn)突破城市——廈門市場(chǎng),制定了營(yíng)銷組合策略和傳播策略。以此為基礎(chǔ),本文進(jìn)一步為EJ公司設(shè)計(jì)了廈門市場(chǎng)整合營(yíng)銷傳播的實(shí)施方案,包括廣告、活動(dòng)營(yíng)銷、公共關(guān)系、銷售促進(jìn)、體驗(yàn)營(yíng)銷、賣點(diǎn)展示等6種傳播手段。各個(gè)傳播手段相互支持配合、整合一致,共同為打造EJ公司智能家居品牌服務(wù),確保企業(yè)獲得長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:The integrated marketing communication is based on the 4C theory and emphasizes the coordination of the enterprise marketing activities. Its appearance has an unprecedented impact on the brand, marketing, advertising and other fields. Is a sharp weapon for enterprises to build strong brands. It requires thinking about marketing from the perspective of "consumers" with the idea of "integration", pursuing "brand supremacy" in the marketing objectives of enterprises. The development gradually matures now, has experienced many marketing and advertisement master's revision consummation, its theory system is gradually scientific, systematization, has the important guiding significance to the enterprise's marketing actual combat. Integrated marketing communication can be made up of two parts: a marketing mix that focuses on sales and a means of communication that focuses on brand promotion. Integrated marketing communication theory system will play a more and more important role in various fields of economic development and social life. The smart home industry is another emerging industry in recent years. Compared with ordinary home, smart home can provide more comfortable, safe, high-grade and pleasant family living space. As one of the pioneers of the smart home industry in China, EJ Company has certain advantages in technology and marketing resources, but its products have not been able to open the market, to find out why. In the long run, as the competition in China's smart home market intensifies gradually, EJ urgently needs to build a strong brand in order to seek the long-term interests of the enterprise. Based on the characteristics of smart home products as fashion products at present, through analyzing the current marketing environment of the company, this paper puts forward the strategic development planning proposal of "key cities Breakthrough-Regional expansion-National expansion" for the company. On the basis of this, this paper designs the implementation scheme of integrated marketing communication for EJ company, including advertising, the first key point of the company is to break through the city-Xiamen market, and the marketing combination strategy and communication strategy are established, based on this, this paper designs the implementation plan of integrated marketing communication of Xiamen market for EJ Company. Activity marketing, public relations, sales promotion, experience marketing, selling point display, etc. Each means of communication support and cooperate with each other, integrate with one another, together to build EJ company smart home brand service, Ensure long-term competitive advantage.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F426.88;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 潘玉梅;冠霖電器智能家居產(chǎn)品營(yíng)銷策略研究[D];大連理工大學(xué);2011年

2 張瑞芹;洗染連鎖服務(wù)企業(yè)整合營(yíng)銷策略研究[D];西南大學(xué);2012年

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本文編號(hào)：1649384