本文關(guān)鍵詞：網(wǎng)魚網(wǎng)咖品牌傳播策略研究　出處：《東華大學》2017年碩士論文　論文類型：學位論文

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【摘要】：自上個世紀90年代起,網(wǎng)吧行業(yè)開始興起。經(jīng)歷20多年的發(fā)展,網(wǎng)吧行業(yè)的發(fā)展規(guī)模持續(xù)增長,網(wǎng)吧內(nèi)在環(huán)境也在不斷改善。目前,“網(wǎng)吧+咖啡”模式已經(jīng)普遍應用于大、中、小城市網(wǎng)吧,成為當下信息時代網(wǎng)吧的顯著表征,傳統(tǒng)的臟、亂、差網(wǎng)吧已經(jīng)難匿蹤影。在經(jīng)濟全球化后,我國網(wǎng)絡(luò)產(chǎn)業(yè)的發(fā)展格局呈現(xiàn)多極化趨勢,網(wǎng)吧行業(yè)的發(fā)展也經(jīng)過了重新洗牌,過去以上海“東方網(wǎng)點”為代表的傳統(tǒng)網(wǎng)吧,在以“網(wǎng)魚網(wǎng)咖”為代表的新模式?jīng)_擊下銷聲匿跡。然而隨著“網(wǎng)吧審批”的全面放開,大大小小的“網(wǎng)咖”如雨后春筍般出現(xiàn)在各個城市,“網(wǎng)魚網(wǎng)咖”一家獨大的局面正受到前所未有的挑戰(zhàn)。為適應網(wǎng)絡(luò)文化的市場競爭發(fā)展需求,作為新型網(wǎng)吧的開創(chuàng)者,“網(wǎng)魚網(wǎng)咖”更需要一改傳統(tǒng)發(fā)展理念,適時探究新型領(lǐng)域,在“網(wǎng)魚網(wǎng)咖”的品牌傳播方面做出新的嘗試和努力,從而鞏固自己的行業(yè)領(lǐng)導者地位。本文通過探究現(xiàn)代化網(wǎng)吧業(yè)的發(fā)展背景,介紹品牌傳播的相關(guān)理論及文獻綜述,論述了全國網(wǎng)吧業(yè)的現(xiàn)狀以及“網(wǎng)魚網(wǎng)咖”的發(fā)展概況,其中以“網(wǎng)魚網(wǎng)咖發(fā)展情況、網(wǎng)魚網(wǎng)咖品牌傳播中存在的問題和網(wǎng)魚網(wǎng)咖品牌傳播策略建議”為主要內(nèi)容;結(jié)合實際情況,制定“網(wǎng)魚網(wǎng)咖品牌認知消費者調(diào)研活動”和“焦點小組訪談”的計劃方案,明確調(diào)研設(shè)計、數(shù)據(jù)分析的基本內(nèi)容,為網(wǎng)魚網(wǎng)咖的品牌定位舉措提供研究保障,以增強論文研究的嚴謹性、可靠性。在實際研究中,利用文獻分析法、演繹歸納法、理論研究和實證研究相結(jié)合的方法,針對開題報告的難點及存在的問題、預期目標,采取符合實際需求的研究方法,通過實際論述內(nèi)容,提出明確“網(wǎng)魚網(wǎng)咖”品牌定位的改進建議,完成論文撰寫的最終目的——引出解決對策,提出包括明確品牌定位、品牌傳播渠道運用、擴展品牌傳播方式等建議。以望將理論研究內(nèi)容運用于現(xiàn)實生活中,提升研究的實用性,為有關(guān)品牌傳播策略的國內(nèi)外研究提供實際參考。
[Abstract]:Since -10s, the Internet cafes industry began to rise. After more than 20 years of development, the scale of the development of the Internet cafes industry continues to grow, the Internet cafes in the environment is also constantly improving. At present. "Internet cafe coffee" mode has been widely used in large, medium and small cities, has become a significant symbol of the current information age of Internet cafes, the traditional dirty, chaotic, bad Internet cafes have been difficult to hide. After the economic globalization. The development pattern of China's network industry presents a multi-polarization trend, and the development of the Internet bar industry has also been reshuffled. In the past, the traditional Internet cafes were represented by Shanghai's "East Network". Under the impact of the new model represented by "net Fish net Cafa", however, with the full liberalization of "Internet bar approval", large and small "Internet cafes" have sprung up in various cities. In order to meet the needs of the market competition and development of Internet culture, as the pioneer of the new type of Internet cafes, it is even more necessary to change the traditional concept of development. Timely explore the new field, in the "net fish net cafe" brand communication to make new attempts and efforts to consolidate their position as an industry leader. This paper explores the development background of the modern Internet cafes industry. This paper introduces the related theory and literature review of brand communication, discusses the current situation of Internet cafes in China and the general situation of the development of "net fish net cafes", among which, "the development of net fish net cafes". The main contents are the problems existing in the brand communication of net fish cafes and the suggestions on the brand communication strategies of net fish cafes. In combination with the actual situation, the author makes the plan of "online Fish Internet Cafa Brand Cognitive Consumer Research activity" and "focus Group interview", and clarifies the basic content of research design and data analysis. In order to enhance the rigor and reliability of the research, this paper provides the research guarantee for the brand positioning of the net fish net cafe. In the actual research, using the literature analysis method, deductive induction method. The method of combining theoretical research with empirical research, aiming at the difficulties and existing problems of the opening report, the expected goal, adopts the research method that accords with the actual demand, and discusses the content through the practice. This paper puts forward some suggestions to improve the brand positioning of "net Fish net Cafa", completes the final purpose of writing the paper-leads to the solution, and puts forward some suggestions, including clear brand positioning and brand communication channel application. In order to apply the theoretical research to the real life, to improve the practicability of the research, and to provide a practical reference for the domestic and foreign research on brand communication strategy.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206;F719.5

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