孟加拉国社交媒体的品牌传播研究

发布时间：2018-03-20 20:19

本文选题：品牌传播　切入点：社会化媒体　出处：《江西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：在当今竞争激烈商业世界里,如果没有品牌,企业将难以生存。因此,无论一个企业大小规模如何,品牌都很重要,品牌有助于区分一个企业与其竞争者。品牌传播作为品牌的一个重要组成部分,决定着一个品牌的成功建立和最终盈利。品牌传播是要付出很高代价,对于企业来说这一支出很难,尤其是孟加拉这样一个发展中国家的中小型企业(SMEs)。传统品牌传播可以通过市场营销活动,如电视广告、广播、广告牌、报纸等取得成功。然而,在过去的几年中,社会媒体已经发展成为品牌传播的重要工具,以创新的方式通过吸引客户,使他们在价值创造过程中成为真正的利益受益者。受其潜在的驱动销售机会和提高客户的参与,孟加拉的中小公司逐渐成为社交媒体的受益者。本文试图探讨孟加拉市场背景下社会媒体品牌传播的现状、问题及前景。本研究通过一系列对孟加拉国中小企业如何运用社交媒体进行了探索性研究。论文中采用了两种分析方法。第一个是定性分析,从不同的来源获取二手数据,探索社会媒体的使用在孟加拉的运用。此外,为了调查客户的不同动机和营销方法,论文就社交媒体如何在孟加拉作为一个渠道品牌沟通在消费者和营销人员进行了两个不同的调查,最后,论文对数据进行描述性分析,以回答所有的研究假设。在社会媒介中,没有一个适用于所有公司的沟通策略,但可以根据公司的目标和经济模式可以建立合适自己的沟通策略。创建沟通策略的过程中,应侧重于几个目标,公司可以识别自己或在指南的帮助下。这些目标之一是确定适当的方式与客户的品牌知名度,品牌参与和口碑相结合的方式。如今社交媒体尤其是脸谱网成为B2C品牌传播的利器。最近互联网使用在孟加拉蓬勃发展,提高这一机会的所有规模的公司。如果他们能够克服当前的挑战,他们可以以成本效益的方式享受社交媒体对品牌传播带来的好处。
[Abstract]:In today's competitive business world, it is difficult for an enterprise to survive without a brand. Therefore, regardless of the size of an enterprise, brand is very important. Brand communication, as an important part of a brand, determines the successful establishment and final profit of a brand. Brand communication has a high price to pay. This spending is difficult for businesses, especially small and medium-sized enterprises in a developing country like Bangladesh. Traditional brand communication can be successful through marketing campaigns such as television advertising, radio, billboards, newspapers, etc. However, Over the past few years, social media has developed into an important tool for brand communication, in innovative ways to attract customers, Making them the real beneficiaries of value creation, driven by their potential sales opportunities and increased customer participation, Small and medium-sized companies in Bangladesh are gradually becoming beneficiaries of social media. This paper attempts to explore the current situation of social media brand communication in the context of Bangladesh market. Problems and prospects. This study conducted a series of exploratory studies on the use of social media by small and medium-sized enterprises in Bangladesh. Two analytical methods were used in the paper. The first was qualitative analysis, which obtained second-hand data from different sources. To explore the use of social media in Bangladesh. In addition, to investigate customers' different motivations and marketing methods, The paper conducts two different surveys on how social media communicates as a channel for brand communication among consumers and marketers in Bangladesh. Finally, the paper makes a descriptive analysis of the data to answer all the research hypotheses. There is no communication strategy applicable to all companies, but you can build a suitable communication strategy based on the company's goals and economic model. In the process of creating a communication strategy, you should focus on several goals. Companies can identify themselves or with the help of a guide. One of these goals is to determine the appropriate way with the customer's brand awareness, The combination of brand participation and word-of-mouth. Social media, especially Facebook, is now a powerful tool for B2C brand communication. Internet use has flourished in Bangladesh recently. Companies of all sizes that increase this opportunity. If they can overcome the current challenges, they will be able to benefit from the benefits of social media to brand communication in a cost-effective manner.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F273.2

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