本文選題：移動互聯(lián)網(wǎng)　切入點：視覺營銷　出處：《西南大學》2017年碩士論文　論文類型：學位論文

【摘要】：品牌視覺營銷興起的背景,是信息技術(shù)在移動互聯(lián)網(wǎng)時代的飛速發(fā)展。大數(shù)據(jù)云計算技術(shù)應(yīng)用領(lǐng)域的拓展、中國智能移動終端的普及、線上銷售平臺的日趨成熟,以及快遞物流行業(yè)的日益繁榮的時代背景下,有別于傳統(tǒng)零售模式的新零售模式正在逐漸形成。此外,新技術(shù)、新模式的應(yīng)用驅(qū)動著中國網(wǎng)購市場的迅速發(fā)展,電子商務(wù)業(yè)態(tài)開始呈現(xiàn)多元化,伴隨而來的是越來越多的品牌將品牌營銷布局由線下轉(zhuǎn)移到了線上,基于消費者日益增長的網(wǎng)絡(luò)消費需求,作為品牌符號視覺輸出的視覺營銷對于品牌營銷而言將起到更為深入的作用。傳統(tǒng)營銷和網(wǎng)絡(luò)營銷相互補充已將品牌營銷推向了一個新的發(fā)展階段。能否在移動互聯(lián)網(wǎng)時代品牌中的視覺呈現(xiàn)端發(fā)力,將對新時期品牌競爭的優(yōu)劣勢格局產(chǎn)生直觀且重要的影響。本研究基于移動互聯(lián)網(wǎng)的時代背景之下,對品牌視覺化營銷方式進行消費心理、視覺包裝以及傳播媒介的理論分析,探討新媒體時代視覺傳播和品牌包裝相對應(yīng)的推廣意義。本文分為以下幾個部分:第一部分是緒論,主要介紹了本文的研究背景、研究意義、研究內(nèi)容及研究方法,并對相關(guān)概念近了界定,對國內(nèi)外品牌視覺品牌研究的現(xiàn)狀進行了綜述,提出了本研究和整體設(shè)想,對整個研究設(shè)定總體方向。第二部分是論文第二章,即“移動互聯(lián)網(wǎng)時代下視覺品牌營銷發(fā)展脈絡(luò)梳理”。本章節(jié)分為四個小節(jié),主要對移動互聯(lián)網(wǎng)的發(fā)展現(xiàn)狀、視覺營銷的發(fā)展階段及現(xiàn)狀、移動互聯(lián)網(wǎng)時代下品牌營銷的現(xiàn)狀進行了發(fā)展脈絡(luò)的梳理,并在最后一節(jié)根據(jù)其發(fā)展脈絡(luò)提出了自己的觀點和總結(jié)。第三部分是論文第三章,即“視覺化一致性的品牌營銷研究的理論依據(jù)”。這一章節(jié)主要分為五個部分,主要關(guān)注視覺品牌營銷在傳播學、消費心理學、色彩心理學、社會學領(lǐng)域的相關(guān)理論依據(jù)和公共心理特征及電子商務(wù)平臺營銷和視覺層次的多維度結(jié)合。第四部分是論文第四章,即“視覺營銷與移動互聯(lián)網(wǎng)時代品牌推廣的多維度關(guān)聯(lián)”。這一章節(jié)主要分為三個部分,即“現(xiàn)代傳播理論及后現(xiàn)代傳播手段的錯位與關(guān)聯(lián)”、“現(xiàn)代性的傳播手段與視覺營銷一致性的特征”、“移動互聯(lián)網(wǎng)時代下視覺營銷對品牌營銷的作用與影響”。本章主要在傳播學理論的基礎(chǔ)上,對新媒體傳播的方式進行了探討。以此為基礎(chǔ),本章總結(jié)了移動互聯(lián)網(wǎng)時代下視覺營銷對于品牌營銷的作用與影響,確立了視覺營銷的內(nèi)在合理性。第五部分是論文第五章,即“移動互聯(lián)網(wǎng)時代下視覺化一致性品牌營銷實踐案例應(yīng)用分析”。本章寫作主要源自筆者的商務(wù)實踐。本章節(jié)分為三小節(jié),分別對“語氏燕窩”這一實踐案例的基本概況,產(chǎn)品策略,及其在品牌端、產(chǎn)品端、線上銷售渠道端的視覺營銷策略進行了介紹和分析,并通過該實踐案例提出了相關(guān)視覺化營銷的方案,總結(jié)了品牌視覺營銷中的關(guān)鍵要素,在商業(yè)實踐上具有一定的現(xiàn)實價值。第六部分是論文的第六章,及“移動互聯(lián)網(wǎng)時代品牌視覺營銷的發(fā)展趨勢”。這一章節(jié)主要分為兩個部分。主要針對在移動互聯(lián)網(wǎng)時代品牌視覺營銷發(fā)展過程中遇到的阻礙,如視覺符號使用同質(zhì)化、虛假宣傳導(dǎo)致的品牌信任危機、品牌視覺營銷企業(yè)重視程度不足等問題的應(yīng)對策略提出個人的觀點,并對移動互聯(lián)網(wǎng)時代品牌視覺營銷的發(fā)展趨勢和前景作出展望。
[Abstract]:The rise of visual brand marketing background, is the rapid development of information technology in the mobile Internet era of big data cloud computing to expand the application field of Chinese, the popularity of smart mobile terminal, online sales platform has matured, and the growing prosperity of the background of the express logistics industry, which is different from the traditional retail model of new retail model is gradually formed. In addition, the new technology, the application of new mode of driving the rapid development of online shopping market Chinese, e-commerce industry began to diversify, with more and more brand brand marketing layout will shift from offline to online network, the growing consumer demand based on consumers, as a brand of visual symbols the output of the visual marketing for brand marketing will play a further role. The traditional marketing and network marketing complement each other has promoted the brand marketing A new stage of development. Whether in the era of mobile Internet brand in the visual presentation of the side force, will influence the intuitive and important pattern of the advantages and disadvantages of the new period of brand competition. This research is based on the mobile Internet era background, consumption psychology of brand visual marketing, packaging and analysis of visual media theory to explore the era of new media, visual communication and branding corresponding to the promotion of significance. This article is divided into the following parts: the first part is the introduction, mainly introduces the research background, research significance, research contents and research methods, and the related concepts in the definition, this paper summarizes the status quo of the research on domestic and foreign brands brand vision the research and put forward the overall idea, setting the overall direction of the research. The second part is the second chapter of the thesis, namely "the mobile Internet era of visual brand camp Pin reviewing. "This chapter is divided into four sections, mainly on the mobile Internet development status, development stage of visual marketing and the present situation of the studies of the development status of the brand marketing of mobile Internet era, and in the last section according to its development put forward their views and summary. The third part is the third chapter of the thesis, namely" Research on brand marketing visual consistency theory ". This chapter is divided into five parts, mainly focus on brand marketing in visual communication, consumer psychology, color psychology, society with multi dimension related theory and in the field of public psychology and the electronic commerce platform marketing and visual level. The fourth part is the fourth chapter of the thesis, namely" visual marketing and brand promotion of the mobile Internet era of multi dimension association ". This chapter is divided into three parts, The "dislocation" associated with the modern means of communication and modern communication theory, characteristics of "Modernity" means of communication with the visual marketing consistency, "the role of visual marketing on brand marketing and the impact of the mobile Internet era. This chapter is mainly based on communication theory, the new way of media communication are discussed. On this basis, this chapter summarizes the effect and influence of brand marketing in the visual marketing of mobile Internet era, the intrinsic rationality of visual marketing. The fifth part is the fifth chapter of the thesis, namely" mobile Internet era under the visual consistency of brand marketing practice case analysis ". This chapter mainly writing from the business practice of the author. This chapter is divided into three sections, respectively, the" language's bird's nest "the practice case of basic situation, product strategy, and its brand in the end, the end product, the online sales channel The visual marketing strategy of end are introduced and analyzed, and put forward the related visual marketing program through the practice, summarizes the key elements of the brand visual marketing, has certain realistic value in business practice. The sixth part is the sixth chapter of the thesis, and the development trend of mobile Internet era of brand vision marketing. This chapter is divided into two parts. In the development process encountered in the mobile Internet era of brand visual marketing obstacles, such as the use of visual symbols to homogeneity, brand trust crisis leads to false propaganda, personal opinion coping strategies of brand visual marketing enterprises pay attention to the problem of insufficient, and make prospects for the development of the mobile Internet era and the trend of brand visual marketing prospects.

【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206-F

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本文編號：1559251