江西贵化品牌传播途径的研究

发布时间：2018-04-18 14:12

本文选题：品牌 + 传播途径　；参考：《南昌大学》2009年硕士论文

【摘要】： 中国各行各业已经进入品牌竞争时代,“品牌战”渐渐成为主要“战态”,综观企业的成功与失败,无一不与其品牌塑造的成败密切相关,品牌已经成为企业生存与发展的重要支柱,以及企业参与市场竞争的利器,换句话说,品牌就是企业的核心竞争力。因此,为了能够在洗牌大战中“幸免于难”,企业必须明确树立正确的品牌经营观念,并通过有效营销策略、有效的传播途径来打造强势品牌。本文结合江西贵化多年品牌传播的运作状况,具体就企业如何通过提升企业文化推动打造强势品牌,如何选择有效传播途径达到满意的品牌塑造效果,为江西贵化和其他企业品牌传播活动提供借鉴和启迪。江西贵化的品牌传播活动由于缺乏专业的领导机构,缺乏专业的运作团队和专业的咨询策划,品牌传播活动处于随意状态、品牌定位模糊、途径选择盲目。本文在大量阅读和综述品牌传播途径基本理论和研究成果的基础上,对江西贵化的品牌传播途径进行了研究分析,指出了其中存在的主要问题,并对江西贵化的品牌传播途径进行了完善,以期达到少花钱、效果好,并不断增强其品牌在行业中的引导力的目的。本文创新之处在于:首先在研究分析传播效果时,将企业文化对品牌传播的影响做了细致分析,本文认为,企业的品牌传播活动只有在基于有效的企业文化管理的基础上,充分提升品牌价值,才能使品牌获得更深远的成功。其次,在学习借鉴的基础上,大胆的提出了两种新的传播途径:一种是影视嵌入式传播途径,第二种是合作双赢式传播途径。这两种传播途径不仅可直接为江西贵化品牌传播提供优化,而且为类似的研究提供可操作性的尝试。
[Abstract]:In order to survive in the world of brand competition , the brand has become the main pillar of enterprise ' s survival and development . In other words , the brand is the core competence of the enterprise . In other words , in order to be able to " survive " in the market competition , the enterprise must establish the correct brand management concept , and adopt effective marketing strategy and effective dissemination way to create the strong brand .

Because of the lack of professional leadership organization , lack of professional operation team and professional consulting planning , brand communication activities are at random , brand positioning is vague and the way of choice is blind . In this paper , the main problems existing in this paper are pointed out , and the brand communication way of Guihua in Jiangxi is perfected , with a view to achieving the goal of less money and good effect and constantly enhancing the guiding force of brand in the industry .

This paper makes a detailed analysis of the influence of corporate culture on brand propagation in the research and analysis of the dissemination effect . In this paper , it is believed that the brand communication activities of enterprises can make the brand more successful . Secondly , on the basis of learning for reference , two new ways of communication are put forward : one is the video - visual embedded transmission path and the second is the cooperative double - win transmission way . The two kinds of propagation paths can not only provide the optimization for the brand communication of Jiangxi Guihua brand , but also provide the operability for similar research .

【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】：F279.2

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