本文選題：智能家居　切入點：整合營銷傳播　出處：《廈門大學》2006年碩士論文　論文類型：學位論文

【摘要】： 整合營銷傳播以4C理論為基礎,強調(diào)企業(yè)營銷活動的協(xié)調(diào)性,它的出現(xiàn)對品牌、營銷、廣告等領域產(chǎn)生了空前的影響與推動作用,是企業(yè)打造強勢品牌的銳利武器。它要求以“整合”的思想,從“消費者的角度”去思考營銷問題,在企業(yè)的營銷目標上追求“品牌至上”。整合營銷傳播理論從產(chǎn)生、發(fā)展現(xiàn)在逐漸成熟,經(jīng)歷了眾多營銷學和廣告學大師的修改完善,其理論體系逐步科學化、系統(tǒng)化,對企業(yè)的營銷實戰(zhàn)具有重大的指導意義。在具體的使用中,整合營銷傳播可以由兩部分組成:側重于銷售的營銷組合和側重于品牌推廣的傳播手段�？梢灶A見,整合營銷傳播理論體系在經(jīng)濟發(fā)展和社會生活的各個領域中將發(fā)揮越來越重要的作用。 智能家居行業(yè)是近年來興起的又一新興產(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,具有廣闊的市場潛力。EJ公司作為中國智能家居行業(yè)的先行者之一,在技術和營銷資源等方面占有一定的優(yōu)勢。但是其產(chǎn)品一直未能打開市場,究其原因,主要在于產(chǎn)品推廣和品牌塑造方面的不力。從長遠來看,隨著中國智能家居市場競爭的逐步加劇,EJ公司迫切需要打造強勢品牌,以謀求企業(yè)的長遠利益。 本文從智能家居產(chǎn)品目前主要作為時尚品的特點出發(fā),通過分析公司目前的營銷環(huán)境,為公司提出了“重點城市突破——區(qū)域拓展——全國擴張”的戰(zhàn)略發(fā)展規(guī)劃建議,并為公司首要的重點突破城市——廈門市場,制定了營銷組合策略和傳播策略。以此為基礎,本文進一步為EJ公司設計了廈門市場整合營銷傳播的實施方案,包括廣告、活動營銷、公共關系、銷售促進、體驗營銷、賣點展示等6種傳播手段。各個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,確保企業(yè)獲得長期的競爭優(yōu)勢。
[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.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F426.88;F274

【引證文獻】

相關碩士學位論文 前2條

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

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

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本文編號：1649384