休閑食品的終端傳播策略研究
發(fā)布時間：2018-11-18 13:39
【摘要】：近年來隨著中國快消品市場政策的放寬，國民消費水平的提高，我國的休閑食品產業(yè)進入了一個新的發(fā)展階段。同時，本土休閑食品品牌與進入中國市場的進口品牌展開了激烈競爭，這就要求中國的休閑食品企業(yè)必須改善企業(yè)的品牌傳播以滿足市場競爭的需要。終端是企業(yè)的產品最終接觸消費者的環(huán)節(jié)，消費者在終端購買產品并感知品牌形象，所以終端傳播是企業(yè)品牌傳播活動中的重要一環(huán)。 但是筆者經過實證研究發(fā)現(xiàn)，大部分休閑食品企業(yè)的終端傳播存在著終端傳播活動同質化嚴重、過度使用降價促銷傳播手段、終端傳播信息不一致、包裝及終端廣告?zhèn)鞑バЧ芳选⒑鲆暸c消費者溝通等問題。一些企業(yè)只重視終端的銷售功能而忽略了它的品牌塑造功能，一些企業(yè)盲目的制定終端傳播策略，投入了大量的財力、物力卻沒有收到應有的傳播效果。 根據(jù)實證調查結果和終端的傳播特性，筆者針對我國休閑食品終端傳播存在的問題，提出了休閑食品的硬終端傳播策略和軟終端傳播策略。硬終端與軟終端是業(yè)界按終端構成要素的運作類型對終端進行的分類，這樣的分類便于企業(yè)對終端進行統(tǒng)籌管理并做出更有針對性的終端傳播策略。硬終端是指終端的硬件物料及設施，內容包括產品包裝、陳列、廣告、贈品、購物環(huán)境等。軟終端是企業(yè)圍繞營銷活動所展開的人與人之間協(xié)調與溝通，內容包括終端執(zhí)行力、終端管理人員的專業(yè)素質、銷售人員的儀容儀表和銷售技能、客情關系等。 包裝是硬終端傳播的第一步，設計人員可以設計趣味化、便利化和具有品牌個性的包裝以促使消費者進行購買，也可以根據(jù)實際情況設計實用化、系列化及有節(jié)日味的包裝來促使消費者保留包裝，以達到持續(xù)傳播品牌信息的目的。終端陳列展示可以定期改變造型以便保持消費者對產品展示的新鮮感，而打造具有藝術美感的終端陳列可以吸引更多的消費者。終端廣告的差異化、凸顯主題、統(tǒng)一風格策略可以促進產品銷售和提升品牌形象，此外，終端廣告活動需注意吸引消費者的參與熱情來加深消費者的品牌認同。企業(yè)也可以開發(fā)自有終端，利用企業(yè)展館、旗艦店來進行品牌傳播活動。在加強硬終端傳播的同時，休閑食品企業(yè)還必須加強軟終端傳播，如提高終端相關管理人員的專業(yè)素質、打造高素質的銷售隊伍等，這是軟終端傳播的關鍵，同時企業(yè)還需構建和維護良好的客情關系，以便爭取更多的終端優(yōu)勢和忠實顧客。
[Abstract]:In recent years, with the relaxation of the market policy and the improvement of the level of national consumption, China's snack food industry has entered a new stage of development. At the same time, local snack food brands and imported brands entering the Chinese market have launched fierce competition, which requires Chinese snack food enterprises to improve their brand communication to meet the needs of market competition. Terminal is the final contact of enterprise products with consumers. Consumers buy products and perceive brand image at the terminal, so terminal communication is an important part of enterprise brand communication activities. However, through empirical research, the author finds that the terminal communication activities of most snack food enterprises are homogenized, the excessive use of price reduction promotion means, the terminal communication information is inconsistent. Packaging and terminal advertising dissemination effect is poor, ignoring communication with consumers and other issues. Some enterprises only attach importance to the sales function of the terminal and ignore its brand shaping function. Some enterprises blindly formulate the terminal communication strategy and invest a lot of financial resources but not receive the due communication effect. According to the results of empirical investigation and the characteristics of terminal communication, the author puts forward the hard terminal communication strategy and soft terminal communication strategy of snack food in view of the problems existing in the terminal transmission of snack food in China. The hard terminal and the soft terminal are classified according to the operation type of the terminal elements in the industry. This kind of classification is convenient for the enterprise to manage the terminal as a whole and to make a more targeted terminal communication strategy. Hard terminal refers to the terminal hardware material and facilities, including product packaging, display, advertising, gifts, shopping environment and so on. Soft terminal is a kind of coordination and communication between people, which includes terminal executive power, professional quality of terminal manager, appearance and skills of sales personnel, customer relationship and so on. Packaging is the first step in hard terminal communication. Designers can design interesting, convenient and branded packaging to encourage consumers to buy, or they can design practical products according to the actual situation. Serialized and holiday-flavored packaging to encourage consumers to retain packaging to achieve the purpose of continuous dissemination of brand information. Terminal display can change the shape regularly to keep consumers fresh on product display, while creating terminal display with artistic beauty can attract more consumers. The differentiation of the terminal advertisement, highlighting the theme, unifying the style strategy can promote the product sales and promote the brand image. In addition, the terminal advertising campaign should pay attention to attracting the enthusiasm of the consumer to deepen the brand identity of the consumer. Enterprises can also develop their own terminals, the use of enterprise pavilions, flagship stores to carry out brand communication activities. While strengthening hard terminal communication, snack food enterprises must also strengthen soft terminal communication, such as improving the professional quality of terminal related managers and building high quality sales force, which is the key of soft terminal communication. At the same time, enterprises also need to build and maintain a good customer relationship in order to strive for more terminal advantages and loyal customers.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206;F723
本文編號：2340175
[Abstract]:In recent years, with the relaxation of the market policy and the improvement of the level of national consumption, China's snack food industry has entered a new stage of development. At the same time, local snack food brands and imported brands entering the Chinese market have launched fierce competition, which requires Chinese snack food enterprises to improve their brand communication to meet the needs of market competition. Terminal is the final contact of enterprise products with consumers. Consumers buy products and perceive brand image at the terminal, so terminal communication is an important part of enterprise brand communication activities. However, through empirical research, the author finds that the terminal communication activities of most snack food enterprises are homogenized, the excessive use of price reduction promotion means, the terminal communication information is inconsistent. Packaging and terminal advertising dissemination effect is poor, ignoring communication with consumers and other issues. Some enterprises only attach importance to the sales function of the terminal and ignore its brand shaping function. Some enterprises blindly formulate the terminal communication strategy and invest a lot of financial resources but not receive the due communication effect. According to the results of empirical investigation and the characteristics of terminal communication, the author puts forward the hard terminal communication strategy and soft terminal communication strategy of snack food in view of the problems existing in the terminal transmission of snack food in China. The hard terminal and the soft terminal are classified according to the operation type of the terminal elements in the industry. This kind of classification is convenient for the enterprise to manage the terminal as a whole and to make a more targeted terminal communication strategy. Hard terminal refers to the terminal hardware material and facilities, including product packaging, display, advertising, gifts, shopping environment and so on. Soft terminal is a kind of coordination and communication between people, which includes terminal executive power, professional quality of terminal manager, appearance and skills of sales personnel, customer relationship and so on. Packaging is the first step in hard terminal communication. Designers can design interesting, convenient and branded packaging to encourage consumers to buy, or they can design practical products according to the actual situation. Serialized and holiday-flavored packaging to encourage consumers to retain packaging to achieve the purpose of continuous dissemination of brand information. Terminal display can change the shape regularly to keep consumers fresh on product display, while creating terminal display with artistic beauty can attract more consumers. The differentiation of the terminal advertisement, highlighting the theme, unifying the style strategy can promote the product sales and promote the brand image. In addition, the terminal advertising campaign should pay attention to attracting the enthusiasm of the consumer to deepen the brand identity of the consumer. Enterprises can also develop their own terminals, the use of enterprise pavilions, flagship stores to carry out brand communication activities. While strengthening hard terminal communication, snack food enterprises must also strengthen soft terminal communication, such as improving the professional quality of terminal related managers and building high quality sales force, which is the key of soft terminal communication. At the same time, enterprises also need to build and maintain a good customer relationship in order to strive for more terminal advantages and loyal customers.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206;F723
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