基于影响力营销的纺织服装企业品牌权益研究

发布时间：2018-05-06 04:28

本文选题：纺织服装企业 + 品牌权益　；参考：《天津大学》2008年硕士论文

【摘要】： 随着我国经济高速发展,作为我国经济的三驾马车之一的外贸进出口有了长足的发展,中国进出口贸易额从1979年的293.3亿美元到05年的14221亿美元,出口贸易额也猛增到7620亿美元,随着我国加入WTO 5年过渡期的结束,各国的贸易保护主义有所抬头,特别作为我国出口重点行业的纺织服装行业为重灾区,贸易、技术壁垒及摩擦加大,同时,我国政府调整对外出口的政策力度逐年加大。目前,我国以出口为重点的纺织服装全行业已到了生死存亡的紧急关头,技术创新、品牌化经营是企业调整的出路,亦是我国从制造业大国变为制造业强国的出路。品牌化经营在我国企业界引起关注也就一二十年的历史,相比国外的发达国家一百多年的历史,无论从理论和经验都相差很远。本文从影响品牌成功因素分析,特别是顾客对品牌的感知因素研究入手,重点通过对实施影响力营销,提升对构成品牌权益的品牌知名度、认知质量、品牌忠诚度、品牌联想等方面进行阐述。本研究首先对品牌权益和媒体影响力相关文献进行了回顾与探讨,提出了基于品牌权益提升的影响力营销之概念性框架,然后分析了媒体影响力对品牌权益的作用机制,在此基础上探索性地提出了影响力营销的概念以及基于“企业—媒体”互动的影响力营销策略模型,并从服装企业的角度找准与媒体价值契合的基础上,系统、多元、持久地与媒体互动,才能利用影响力营销有效提升品牌权益。本研究结合案例对万宝路男装品牌与媒体的系统,有效互动,并结合其实际经营效果,采用灰关联理论对相关因素进行计算分析,印证了本研究的理论体系及“企业—媒体”互动的影响力营销策略模型。
[Abstract]:With the rapid economic development of our country, the import and export of foreign trade, one of the troika of our economy, has made great progress. China's import and export trade volume has soared from 29.33 billion US dollars in 1979 to 1.4221 trillion US dollars in 2005, and the export trade volume has also soared to 762 billion US dollars. With the end of the five-year transitional period of China's entry into WTO, trade protectionism has risen in various countries, especially the textile and clothing industry, which is the key export industry of our country, as a major disaster area, with increased trade, technical barriers and friction, at the same time, Our government adjusts the foreign export policy dynamics to increase year by year. At present, the whole textile and garment industry, which focuses on export, has reached a critical juncture of survival and death. Technological innovation and brand management are the way out for enterprises to adjust, and for our country to turn from a big manufacturing country to a powerful manufacturing country. Brand management has attracted more and more attention in the business circles of our country. Compared with the history of more than one hundred years in developed countries, the theory and experience of brand management are far from each other. This paper starts with the analysis of influencing factors of brand success, especially the research of customer's perception of brand, and focuses on promoting brand awareness, cognitive quality, brand loyalty, which constitute brand rights and interests, through the implementation of influence marketing. Brand association and other aspects of the elaboration. Firstly, this study reviews and discusses the related literature on brand equity and media influence, puts forward the conceptual framework of influence marketing based on brand equity promotion, and then analyzes the mechanism of media influence on brand equity. On this basis, the concept of influence marketing and the influence marketing strategy model based on "enterprise-media" interaction are put forward. Only through sustained interaction with the media, can influence marketing effectively promote brand rights and interests. This study combined with a case study of Marlboro men's wear brand and media system, effective interaction, and combined with its actual business results, grey relevance theory to calculate and analyze the relevant factors, It confirms the theoretical system of this study and the influence marketing strategy model of enterprise-media interaction.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274;F426.86

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