中国期刊品牌营销研究

发布时间：2018-01-22 18:16

本文关键词： 品牌营销基本原则常见策略品牌形象更新趋势　出处：《湖南师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌营销就是利用品牌的衍生效应与功能所进行的营销,常被人形象地称为第三种营销。它与一股营销在产品识别功能、信息浓缩功能、安全消费功能、价值提升功能、简化决策功能上有所区别。它是一个系统工程,品牌构建是基础,营销策略是重点,形象更新是提升中必须面临的挑战,而运营趋势是其未来。期刊品牌营销必须遵循科学决策、准确定位,确立个性、提升品牌资产,搭建桥梁、发挥杠杆作用,缔构忠诚、增强品牌美誉度这4项基本原则,并以此衍生5种常见的营销策略,即单一品牌策略、多品牌策略、副品牌策略、品牌联合策略、背书品牌策略,具体而言可从6个方面展开创意:精品创意;特色创意;人本创意;规模创意;求新创意;管理创意。当前我国期刊品牌营销中采用得最多最普遍的策略是品牌延展策略,它有5个原则:凸现核心价值:以产品关联推动品牌联想;分析市场份额,把握主打产品;亮出鲜明名号,消除模糊认知;估计充分,有应急策略与措施。从期刊发展进程、读者需求、市场定位、品牌建设规律来看,实现品牌营销的提升必须对期刊品牌形象进行,并消除3种认知误区:形象老化是自然结果,更新就是要斩断历史重新塑造;读者是上帝,更新主要全听读者的;更新后的品牌形象是全新的,就是品牌追求的目标。在实际操作中,期刊品牌形象更新有6种常见策略:内容更新策略;形式更新策略;名称更新策略;识别符号更新策略;口号更新策略;代言人更新策略。基于此,可以展现中国期刊品牌营销的4个趋势:规模化、整合化、国际化、本土化。
[Abstract]:Brand marketing is the use of derivative effect and function of brand marketing, is often called third. It is a marketing and marketing in product identification, information security concentration function, consumption function, function value, the simplified decision function is different. It is a system engineering, brand building is the foundation of marketing strategy is the focus of the image updating is facing challenges, and the operating trend is its future.
The brand marketing must follow the scientific decision-making, accurate positioning, the establishment of personality, enhance the brand, build bridges, leverage, construction of loyalty, enhance the brand reputation of the 4 cardinal principles, and thus derived 5 kinds of marketing strategies, namely single brand strategy, multi brand strategy, brand strategy, brand strategy endorsement, brand strategy, specifically from 6 aspects: creative boutique creative characteristics; creative; the scale of creative innovation; creativity; creativity; creative management. The current marketing journals in China with the most popular brand strategy is the brand extension strategy, it has 5 principles: to highlight the core values: association to promote the brand Lenovo products; market share analysis, grasp the main products; show distinctive name, eliminating fuzzy cognition; full estimation of emergency measures and strategies.
From the journal development process, readers demand, market positioning, rule of brand building, brand marketing promotion must be carried out on the brand image of periodical, and eliminate 3 kinds of misunderstanding: the image of aging is the natural result, the update is to cut off the history of re shaping; the reader is God, update all listen to the reader; the updated brand the image is a new brand, is the pursuit of the goal. In actual operation, the brand image of periodical update there are 6 common strategies: content update strategy; update strategy; name update strategy; symbol update strategy; slogan update strategy; spokesperson update strategy.
Based on this, we can show the 4 trends of Chinese periodical brand marketing: scale, integration, internationalization and localization.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G239.2-F

【引证文献】