快速消费品品牌传播研究

发布时间：2018-03-25 06:19

本文选题：快速消费品　切入点：品牌传播　出处：《云南财经大学》2009年硕士论文

【摘要】： 随着中国经济的持续增长和国民收入的不断提高,国民的消费能力日益增强。中国快速消费品市场得到了迅猛发展,并且伴随着市场的逐渐成熟竞争也日趋激烈。品牌是快速消费品市场竞争的利器,然而我国本土企业在与国外企业的竞争中品牌力明显不足。如何促进我国快速消费品品牌的快速成长,研究快速消费品品牌运作规律显得非常的必要。快速消费品品牌的建设离不开品牌传播,因此,我们就很有必要针对如何实施快速消费品品牌传播进行深入的研究。本文首先从品牌、品牌资产及品牌传播三个方面进行了理论概述,着重阐述了品牌传播的概念与特征,结合传播理论构建出品牌传播模型。然后介绍了快速消费品的市场现状,分析快速消费品的消费特征与消费者购买行为特征,以及对快速消费品品牌传播特点与存在的问题进行了分析。发现快速消费品品牌传播缺乏统一、持续的品牌传播策略;品牌传播整合的力度不够;品牌传播是快速消费品品牌成长的关键。其次,针对快速消费品行业特点,结合品牌传播理论,提出快速消费品品牌传播的运作方式,认为快速消费品的品牌传播应包括,建立品牌识别体系、进行品牌定位、品牌传播信息设计、选择品牌传播途径。最后,选择红罐王老吉的品牌传播进行了案例分析。本文以品牌传播理论为基础,对快速消费品的品牌传播的具体实践作了一些很初步的尝试。尝试着提出了快速消费品品牌传播的运作流程,希望能为快速消费品企业在品牌传播的实际操作方面提供借鉴。
[Abstract]:With the continuous growth of China's economy and the continuous improvement of national income, the people's consumption power is increasing day by day. China's fast moving consumer goods market has developed rapidly. And along with the market gradually mature competition is also increasingly fierce. Brand is the fast moving consumer goods market competition sharp weapon, However, in the competition with foreign enterprises, the local enterprises in our country are obviously deficient in brand strength. How to promote the rapid growth of fast moving consumer goods brands in our country? It is very necessary to study the operation law of FMCG brand. The construction of FMCG brand can not be separated from brand communication. Therefore, it is necessary for us to carry out in-depth research on how to implement FMCG brand communication. This paper firstly summarizes the theory of brand, brand equity and brand communication, focusing on the concept and characteristics of brand communication. Based on the theory of communication, a brand communication model is constructed. Then, the market situation of FMCG is introduced, and the consumption characteristics and consumer purchasing behavior characteristics of FMCG are analyzed. The characteristics and problems of brand communication of FMCG are analyzed. It is found that brand communication of FMCG is lack of uniform and sustained brand communication strategy, and the integration of brand communication is not enough. Brand communication is the key to the growth of FMCG brand. Secondly, according to the characteristics of FMCG industry and the theory of brand communication, this paper puts forward the operation mode of FMCG brand communication, and holds that the brand communication of FMCG should include, Establish brand identification system, brand positioning, brand communication information design, choice of brand communication approach. Based on the theory of brand communication, this paper makes some preliminary attempts on the concrete practice of brand communication of FMCG, and tries to put forward the operation process of brand communication of FMCG. Hope to provide a reference for fast-moving consumer goods enterprises in the actual operation of brand communication.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】