创新扩散视野下的“史丹利”化肥品牌推广研究

发布时间：2018-03-28 07:19

本文选题：品牌推广　切入点：创新扩散　出处：《兰州大学》2009年硕士论文

【摘要】： 创新的扩散理论作为发展传播学的重要内容,其理论形成和发展是建立在西方社会现实和人文环境之上的。本文结合中国的特殊国情和社会环境,将罗杰斯创新的扩散五阶段理论应用于史丹利化肥有限公司的“史丹利”品牌的推广这一典型案例的研究中。文章对“史丹利”品牌推广的五阶段进行了较为完整的呈现,在这五个阶段中不同的传播渠道和方法各自发挥了不同的作用。本文将理论研究与实地调查研究相结合,在山东省和临沂市两大化肥产业集群背景下,将“史丹利”品牌在山东省苍山县的推广作为主要研究对象,同时结合该品牌在全国的推广,探索了化肥产品品牌推广各个阶段在创新的扩散理论视野下的特点及影响消费者选择化肥品牌的主要因素,研究了中国市场经济条件下创新的扩散理论在化肥行业的特殊体现。为廓清上述问题,本文第一章首先对问题的源起、研究意义进行了介绍,随后进行了文献综述和理论的梳理。第二章对史丹利公司的内外部环境进行了分析。第三章将研究对象锁定苍山县,分阶段对扩散过程进行了详细研究。最后结合调查研究中发现的问题给出了一些建设性意见。
[Abstract]:As an important part of the development of communication, the innovative diffusion theory is based on the western social reality and humanistic environment. This paper applies Rogers' theory of diffusion five stages to the study of the typical case of "Stanley" brand promotion in Stanley Fertilizer Co., Ltd. The paper presents the five stages of "Stanley" brand promotion. In these five stages, different communication channels and methods play different roles. In this paper, combining theoretical research with field investigation, the promotion of "Stanley" brand in Cangshan County, Shandong Province, is regarded as the main research object under the background of two major chemical fertilizer industry clusters in Shandong Province and Linyi City. At the same time, combined with the promotion of the brand in the whole country, it explores the characteristics of the brand promotion of chemical fertilizer products in the field of innovative diffusion theory and the main factors that affect the choice of chemical fertilizer brand by consumers. This paper studies the special embodiment of innovation diffusion theory in chemical fertilizer industry under the condition of market economy in China. In order to clarify the above problems, the first chapter of this paper introduces the origin of the problem and the significance of the research. Chapter two analyzes the internal and external environment of Stanley Company. The third chapter focuses on Cangshan County. The diffusion process is studied in detail, and some constructive suggestions are given according to the problems found in the investigation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.72

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