【摘要】：品牌傳播在我國已有近三十年的發(fā)展,但一直以來并沒有形成完整的品牌傳播策略,很多企業(yè)甚至曾經(jīng)一度以為品牌傳播就是做廣告,從而出現(xiàn)過眾多企業(yè)哄搶中央電視臺標王這一黃金資源的現(xiàn)象。未來的市場競爭將主要體現(xiàn)在品牌的競爭上,品牌傳播也就顯得格外重要。中國企業(yè)開始認識到品牌傳播的重要性,并開始尋求更好的品牌傳播策略。上個世紀90年代末,整合營銷傳播開始傳入中國,其將各種營銷工具整合的思想,“用同一個聲音”去傳播品牌的核心信息的觀念,讓企業(yè)意識到整合營銷傳播理論可以很好的指導(dǎo)品牌傳播。整合營銷傳播提倡樹立一致的、獨特的形象,并利用一切可利用的資源通過各種方法和策略用“一種形象,一種聲音”進行品牌傳播,達到與目標消費者建立雙向的、深入持久的關(guān)系,從而建立起良好的品牌形象,這一理論深層次的指出了實現(xiàn)最佳品牌傳播效果的核心要素。 在現(xiàn)代營銷的背景下,整合營銷傳播可以實現(xiàn)品牌信息傳播的一致性、持久性、有效性,進而使得品牌與顧客之間形成長期穩(wěn)定的和諧關(guān)系,達到品牌資產(chǎn)的最大化。整合營銷傳播思想的引入是對品牌傳播理論的一次系統(tǒng)優(yōu)化,整合營銷傳播下的品牌傳播有其鮮明的優(yōu)越性。因此,品牌傳播應(yīng)引入整合營銷傳播的理念,以此來提升品牌傳播的效果,創(chuàng)造理想的品牌形象。 隨著我國市場的進一步發(fā)展,中國的企業(yè)急需建立適合自己的品牌傳播策略。然而現(xiàn)實情況是,關(guān)于整合營銷傳播視角下品牌傳播的理論研究尚處于起步階段,迄今也還沒有系統(tǒng)的闡述。鑒于此,就非常有必要將現(xiàn)有的整合營銷理論和品牌理論系統(tǒng)地整合研究,以求在整合營銷傳播的指導(dǎo)下,達到最佳的進行品牌傳播效果。 本文以傳播學(xué)、市場營銷學(xué)、設(shè)計學(xué)、心理學(xué)等學(xué)科理論為基礎(chǔ),利用理論分析結(jié)合實證分析、定性與定量研究的方法,從整合營銷傳播的視角下對品牌傳播進行研究。論文首先對整合營銷傳播理論及品牌傳播理論分別進行了文獻綜述,梳理了整合營銷傳播及品牌傳播的發(fā)展歷程,由此展開對整合營銷傳播與品牌傳播的適配性研究。在上述基本理論研究的基礎(chǔ)上,本文從品牌傳播理念層面、品牌傳播行為層面與品牌視覺理念層面三個方面對整合營銷傳播視角下品牌傳播的策略進行探析,并在品牌傳播行為層面著重分析了廣告、銷售促進、公共關(guān)系這幾個最重要的營銷工具。最后,結(jié)合我國成功的整合營銷傳播視角下的品牌傳播實例實證分析論證了本文的結(jié)論,以期能為企業(yè)在品牌傳播的實際操作層面提供借鑒。
[Abstract]:Brand communication has been developing for nearly 30 years in China, but it has not formed a complete brand communication strategy. Many enterprises even once thought that brand communication is advertising. As a result, there have been a number of enterprises scrambling CCTV standard king this gold resource phenomenon. The future market competition will be mainly reflected in the brand competition, brand communication is particularly important. Chinese companies began to recognize the importance of brand communication and began to seek better brand communication strategies. In the late 1990s, integrated marketing communication began to be introduced into China, which integrated the ideas of various marketing tools, "using the same voice" to spread the concept of the core message of the brand. Let the enterprise realize the integrated marketing communication theory can guide the brand communication very well. Integrated marketing communication advocates the establishment of a consistent, unique image, and the use of all available resources through a variety of methods and strategies with "one image, one voice" brand communication, to achieve the establishment of two-way with the target consumers, Deep and lasting relationship, so as to establish a good brand image, this theory deeply pointed out the core elements to achieve the best brand communication effect. Under the background of modern marketing, integrated marketing communication can realize the consistency, permanence and effectiveness of brand information communication, and then make the long-term stable harmonious relationship between brand and customer, and achieve the maximum of brand equity. The introduction of integrated marketing communication theory is a systematic optimization of brand communication theory. Brand communication under integrated marketing communication has its distinct advantages. Therefore, brand communication should introduce the concept of integrated marketing communication in order to promote the effect of brand communication and create an ideal brand image. With the further development of our market, Chinese enterprises urgently need to establish their own brand communication strategy. However, the reality is that the theoretical research on brand communication from the perspective of integrated marketing communication is still in its infancy, and so far there is no systematic elaboration. In view of this, it is necessary to systematically integrate the existing integrated marketing theory and brand theory, in order to achieve the best effect of brand communication under the guidance of integrated marketing communication. Based on the theories of communication, marketing, design, psychology and so on, this paper studies brand communication from the perspective of integrated marketing communication by means of theoretical analysis combined with empirical analysis and qualitative and quantitative research. Firstly, the paper reviews the literature of the theory of integrated marketing communication and the theory of brand communication, and combs the development process of integrated marketing communication and brand communication, so as to carry out the research on the adaptation of integrated marketing communication and brand communication. On the basis of the above-mentioned basic theoretical research, this paper analyzes the strategy of brand communication under the perspective of integrated marketing communication from three aspects: brand communication concept level, brand communication behavior level and brand vision concept level. At the level of brand communication behavior, the most important marketing tools such as advertising, sales promotion and public relations are analyzed. Finally, combined with the successful integrated marketing communication in China, the empirical analysis of brand communication examples demonstrates the conclusion of this paper, in order to provide reference for enterprises in the practical operation of brand communication.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F274;G206-F

【引證文獻】

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相關(guān)碩士學(xué)位論文 前3條

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本文編號：2435517