金士百品牌传播效果调研与建议

发布时间：2018-04-01 17:37

本文选题：品牌传播　切入点：广告调研　出处：《吉林大学》2008年硕士论文

【摘要】： 吉林省四平金士百啤酒集团公司自创立以来,不遗余力地强化品牌建设,努力将“金士百”啤酒打造成吉林省第一、东北地区最具价值的自主啤酒品牌。本文从实际出发,通过问卷调查和访谈等方式对其品牌营销现状、消费者购买啤酒行为动机进行了深入调查,发现金士百啤酒品牌传播中潜在的问题。通过对消费者购买啤酒行为动机及企业投入各媒体的广告的效果为主要切入点对金士百啤酒品牌传播效果进行了较为细致的调查研究,结合调研数据和企业的现实情况进行了较为系统的研究和分析,并综合运用所学品牌资产,品牌传播,整合营销及市场调研和市场营销等理论知识,在详尽地收集市场调研资料和信息的基础上,通过客观的分析,评估其品牌传播的效果,并结合金士百啤酒的内外部条件,从金士百啤酒的品牌形象、品牌阶梯打造、品牌整合传播这三个个角度出发,对于金士百品牌提升策略提出了自己的建议方案。
[Abstract]:Since its establishment, Jilin Province Siping Jinshi hundred Beer Group has spared no effort to strengthen its brand construction and make great efforts to make Jinshinbai Beer the first independent beer brand in Jilin Province and the most valuable beer brand in Northeast China.From the point of view of reality, this paper investigates the current situation of brand marketing and consumer motivation of beer purchase by means of questionnaire and interview, and the potential problems in the spread of the brand of Shibai Beer.This paper makes a detailed investigation and study on the communication effect of Jinshinbai beer brand through the main breakthrough point of consumers' motivation to buy beer and the effect of the advertisement that enterprises put into various media.Combined with the research data and the reality of the enterprise to carry on a more systematic research and analysis, and comprehensive use of brand assets, brand communication, integrated marketing and market research and marketing and other theoretical knowledge,On the basis of collecting market research materials and information in detail, through objective analysis, we evaluate the effect of brand communication, and combine the internal and external conditions of Kingsbury Beer, from the brand image of Jinshinbai Beer, the brand ladder building,From these three angles of brand integration and communication, the author puts forward his own proposal for the brand promotion strategy of Kingsbury.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.82;F713.8

【参考文献】