中国移动品牌的文化与传播研究

发布时间：2018-02-05 05:13

本文关键词： 中国移动品牌品牌文化品牌传播　出处：《南昌大学》2009年硕士论文　论文类型：学位论文

【摘要】： 21世纪是知识经济时代,在竞争日益激烈的商业环境中,基于品牌文化层面的品牌战略与品牌传播越来越受到企业的重视。然而,虽然目前已经有众多企业进行了品牌建设方面的实践,但能够称之为像“可口可乐”、美国“通用”等那样经典的却屈指可数。原因之一是在于没有将品牌上升到文化的层次,并以恰当、有效的方式传播出来。此外,学术界对品牌文化及其传播的研究也相对不足。在为数不多的著名品牌文化传播案例中,中国移动通信是尤其值得研究的。作为我国移动通信运营企业的龙头老大,中国移动通信在激烈的通信市场竞争中不仅扮演着极其重要的角色,更日益铸造了成功的“中国移动通信”这一品牌,作为象征,该品牌不仅浓缩了这一企业的文化精神,代表了这一企业外在的整体形象,也是这一企业整体产品与服务水平的集中体现。本文通过查阅大量国内外的相关文献及研究成果,对品牌、文化、商业文化、品牌文化等的内涵及品牌文化的特点、构成层面等理论进行了系统的整理和研究。同时,对中国移动品牌、品牌文化、品牌文化的传播相关的资料进行分析和整理,总结出中国移动品牌的现状及品牌文化的内涵、传播、传播效果及管理等内容。采取定量研究的方法,对中国移动“全球通”、“动感地带”、“神州行”三大个人客户品牌用户进行了问卷调查。结合调查问卷反馈的信息,找出中国移动品牌文化传播中存在的问题并提出有效的建议。
[Abstract]:21th century is the era of knowledge economy. In the increasingly competitive business environment, brand strategy and brand communication based on brand culture are paid more and more attention by enterprises. Although there are many enterprises in the practice of brand building, but can be called like "Coca-Cola". One of the reasons is that the brand has not been raised to the level of culture and spread in an appropriate and effective way. Academic research on brand culture and its dissemination is also relatively inadequate. In the few famous brand culture communication cases, China Mobile Communications is particularly worthy of study. As the leading leader of mobile communication enterprises in China. China Mobile Communication not only plays an extremely important role in the fierce competition of communication market, but also plays an increasingly important role in casting the successful "China Mobile Communication" brand as a symbol. The brand not only condenses the cultural spirit of this enterprise, but also represents the overall image of the enterprise, and it is also the concentrated embodiment of the whole product and service level of this enterprise. Through consulting a large number of domestic and foreign related literature and research results, this paper discusses the connotation of brand, culture, business culture, brand culture and the characteristics of brand culture. At the same time, it analyzes and collates the related materials of China Mobile brand, brand culture and brand culture. Summarize the current situation of China Mobile brand and the connotation of brand culture, communication, communication effect and management. Take the method of quantitative research, to China Mobile "GSM", "dynamic zone". A questionnaire survey was conducted among the three individual customer brand users of "Shenzhou Xing". Based on the feedback information of the questionnaire, the problems existing in the cultural communication of China Mobile brand were found out and effective suggestions were put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626

【引证文献】