消费者认知视角下的品牌塑造与推广研究

发布时间：2018-01-29 22:57

本文关键词： 消费者认知品牌塑造品牌推广　出处：《天津理工大学》2009年硕士论文　论文类型：学位论文

【摘要】： 中国改革开发30年来,市场形态从卖方市场到买方市场,竞争愈演愈烈。在这一历史过程中,品牌逐渐引起重视。国内消费者的品牌意识也不断增强,品牌成为消费者选择商品的重要依据。随着中国加入WTO,许多国外品牌大量涌入国内市场,导致国内品牌的市场份额不断下降,拥有自己的品牌是国内许多企业梦寐以求的梦想。但是他们发现他们精心策划的品牌在具体的实施过程中不同的消费者有着不同的理解,如何在消费者头脑中塑造出一个统一的品牌形象,并迅速实现在目标市场的品牌推广,是中国企业所面临的重要难题之一。目前品牌塑造与推广研究仍然处于探索阶段,尽管国内外很多专家学者对此进行了很多有意的探索和研究,但是却没有从消费者认知的角度对品牌塑造与推广进行系统地研究。本文认为企业在制定自己的品牌塑造与推广策略时必须同时考虑到营销目的和消费者可能的反应,因为只有被消费者接受的品牌才是真正的品牌。总之,品牌是消费者的品牌。“三鹿”一夜之间消失就是一个现实的例子,因此,从消费者认知的角度来研究品牌塑造与推广具有很强的现实意义。论文采用规范分析和实证分析相结合的方法进行研究,利用规范分析的方法来梳理品牌塑造与推广理论,总结消费者认知的核心理论,利用案例分析来进行实证分析。本文写作思路如下:首先归纳与整理消费者认知理论和品牌塑造及推广,论证了消费者认知和品牌塑造及推广的关系。其次,在消费者品牌接触点模型和消费者品牌需求的基础上,建立一个测量消费者关键认知因素的模糊模型。接下来结合消费者认知从品牌塑造与推广核心产品层信息的设计、信息的沟通和销售环节角度详细探讨了品牌塑造与推广的策略。最后以新疆颐养堂保健品公司雪莲红花补酒为案例来进行实证研究,验证了模型的适用性,并对其实施的品牌塑造与推广过程进行了分析和评价。希望本文能为我国企业进行品牌塑造与推广提供一些理论层面和实际操作层面的参考。
[Abstract]:Since the reform and development of China 30 years ago, the competition has intensified from the seller's market to the buyer's market. In this historical process, the brand has been paid more and more attention, and the brand consciousness of the domestic consumers has also been strengthened. Brand has become an important basis for consumers to choose commodities. With China's entry into the WTO, many foreign brands poured into the domestic market, resulting in the market share of domestic brands continued to decline. Owning their own brand is the dream of many domestic enterprises, but they find that their carefully planned brand has different understanding among different consumers in the specific implementation process. How to create a unified brand image in the consumer's mind and quickly realize the brand promotion in the target market is one of the important problems faced by Chinese enterprises. At present, brand shaping and promotion research is still in the exploratory stage, although many experts and scholars at home and abroad have carried out a lot of intentional exploration and research. However, there is no systematic research on brand shaping and promotion from the perspective of consumers' cognition. This paper holds that enterprises must take into account both marketing objectives and consumers' possible marketing objectives when formulating their own brand shaping and promotion strategies. Reaction. Because only the brand accepted by consumers is the real brand. In short, the brand is the brand of consumers. "Sanlu" disappeared overnight is a real example, therefore. It is of great practical significance to study brand shaping and promotion from the perspective of consumer cognition. This paper uses the method of normative analysis and empirical analysis to study, using the method of normative analysis to comb the brand shaping and promotion theory, and summarizes the core theory of consumer cognition. Case study is used for empirical analysis. The ideas of this paper are as follows: firstly, the author summarizes and collates the consumer cognitive theory and brand shaping and promotion, and demonstrates the relationship between consumer cognition and brand shaping and promotion. On the basis of consumer brand contact point model and consumer brand demand. Establish a fuzzy model to measure the key cognitive factors of consumers. Then combine with consumer cognition to design and promote the core product level information from the brand building and promotion. The communication and sale of information discussed the strategy of brand shaping and promotion in detail. Finally, the case study of Xuelian safflower wine in Xinjiang Yiyangtang Health products Company was carried out to verify the applicability of the model. The author also analyzes and evaluates the process of brand shaping and promotion. I hope this paper can provide some theoretical and practical reference for Chinese enterprises.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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