家电行业区域化品牌传播策略研究

发布时间：2018-05-21 16:08

本文选题：区域传播 + 品牌传播策略　；参考：《重庆大学》2008年硕士论文

【摘要】： 随着中国市场经济的不断发展和完善,各行各业均经历了不同程度的变革。我国家电行业是市场化程度较高、也较为充分的典型行业,作为发展得最为完善、最为成熟的行业之一,一直都呈现出良好的发展态势。在竞争日益激烈的市场环境下,区域化品牌传播策略对家电品牌的推动作用显得愈发重要。针对品牌现状和发展趋势应采取怎样的传播模式,应制定怎样的具有区域特色的区域化传播策略成为家电行业急需解决的问题。为此,本文以区域化品牌传播理论、家电行业的品牌传播模型为理论支撑,结合海尔品牌在重庆成功运作的区域化品牌传播策略的应用实践,来论证区域化品牌传播策略对家电品牌的推动作用,给家电品牌提供一个区域化品牌传播的思路借鉴,以制定具有自身区域特色的区域化品牌传播策略,进而更加有效的推动家电品牌的发展。
[Abstract]:With the continuous development and improvement of China's market economy, various industries have undergone varying degrees of change. As one of the most perfect and mature industries, the household appliance industry of our country is a typical industry with a high degree of marketization and a relatively sufficient degree of marketization, which has been showing a good trend of development all the time. In the increasingly competitive market environment, the regional brand communication strategy plays an increasingly important role in promoting household appliance brands. According to the current situation and development trend of brand, what communication mode should be adopted, and what kind of regionalized communication strategy with regional characteristics should be formulated has become an urgent problem for the household appliance industry to solve. Therefore, based on the theory of regionalized brand communication and the brand communication model of household appliance industry, this paper combines the application practice of Haier brand in Chongqing's successful operation of regionalized brand communication strategy. To demonstrate the role of regional brand communication strategy to promote household electrical appliances brand, to provide a regional brand communication ideas for home appliance brands, in order to formulate regional brand communication strategy with its own regional characteristics. And then more effectively promote the development of household electrical appliances brands.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.6

【共引文献】