活动营销在动感地带品牌塑造中应用探讨
发布时间：2018-08-17 12:25
【摘要】： 随着中国通信业的整合重组,中国电信运营业将面临着新一轮的竞争。随着中国经济、技术的发展,电信运营业的竞争将会逐渐从价格、技术、服务的竞争转向品牌的竞争。中国移动通信集团(下简称“中国移动”)在品牌塑造中面临着新考验,为了进一步细分市场,有效抓住青少年这一群体,中国移动2003年推出动感地带品牌,经过五年的发展已经成为中国移动的三大客户品牌之一。怎样在原来品牌特性上赋予“成长”、“成功”新的品牌价值,经过五年发展的动感地带品牌塑造也面临着新的挑战和升级。 本文共分六章,两大部分。第一部分是针对品牌塑造和活动营销所需要的理论进行梳理和归纳,并介绍了动感地带品牌发展之路。第二部分是论证了“活动营销”是经过实践证明的一个很好的动感品牌塑造方式之一,对活动营销的相关概念、理论进行了梳理,并探索构建出活动营销的理论模型和操作模型。在实际操作模型的策划、执行模块中对一些关键性问题进行了分析和归纳。在活动营销后评估模块中总结出了评估的常用方法和活动营销的评估纬度。 论文主要采取资料分析、实地调查、深度访谈等方法,理论联系实际,将现代营销理论结合动感地带的特点,融入到动感地带品牌塑造之中,提出活动营销的新概念,构建出应用于动感地带品牌塑造的活动营销模型,对品牌经理活动策划和营销有很好的指导意义,并在行业理论应用方面有一定的创新。
[Abstract]:With the integration and reorganization of China's telecommunications industry, China Telecom will face a new round of competition. With the development of Chinese economy and technology, the competition of telecommunication business will gradually change from price, technology and service to brand competition. China Mobile Communications Group (hereinafter referred to as "China Mobile") is facing a new test in brand shaping. In order to further segment the market and effectively grasp this group of young people, China Mobile launched a dynamic zone brand in 2003. After five years of development, China Mobile has become one of the three major customer brands. How to give "growth" and "success" new brand value in the original brand characteristics, after five years of development of dynamic zone brand shaping is also facing new challenges and upgrades. This paper is divided into six chapters, two parts. The first part is to carding and summing up the theory of brand shaping and activity marketing, and introducing the road of brand development in dynamic zone. The second part is to demonstrate that "activity marketing" is a good way of creating dynamic brand, which is proved by practice, and combs the related concepts and theories of activity marketing. And explore the theoretical model and operational model of activity marketing. Some key problems are analyzed and summarized in the practical operation model planning and execution module. The common methods of evaluation and the evaluation latitude of activity marketing are summarized in the post-evaluation module of activity marketing. This paper mainly adopts the methods of data analysis, field investigation, in-depth interview, combining theory with practice, combines modern marketing theory with the characteristics of dynamic zone, integrates it into brand shaping of dynamic zone, and puts forward a new concept of activity marketing. The activity marketing model which is applied to brand shaping in dynamic zone has good guiding significance for brand manager's activity planning and marketing, and has certain innovation in the application of industry theory.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F626
本文编号：2187621
[Abstract]:With the integration and reorganization of China's telecommunications industry, China Telecom will face a new round of competition. With the development of Chinese economy and technology, the competition of telecommunication business will gradually change from price, technology and service to brand competition. China Mobile Communications Group (hereinafter referred to as "China Mobile") is facing a new test in brand shaping. In order to further segment the market and effectively grasp this group of young people, China Mobile launched a dynamic zone brand in 2003. After five years of development, China Mobile has become one of the three major customer brands. How to give "growth" and "success" new brand value in the original brand characteristics, after five years of development of dynamic zone brand shaping is also facing new challenges and upgrades. This paper is divided into six chapters, two parts. The first part is to carding and summing up the theory of brand shaping and activity marketing, and introducing the road of brand development in dynamic zone. The second part is to demonstrate that "activity marketing" is a good way of creating dynamic brand, which is proved by practice, and combs the related concepts and theories of activity marketing. And explore the theoretical model and operational model of activity marketing. Some key problems are analyzed and summarized in the practical operation model planning and execution module. The common methods of evaluation and the evaluation latitude of activity marketing are summarized in the post-evaluation module of activity marketing. This paper mainly adopts the methods of data analysis, field investigation, in-depth interview, combining theory with practice, combines modern marketing theory with the characteristics of dynamic zone, integrates it into brand shaping of dynamic zone, and puts forward a new concept of activity marketing. The activity marketing model which is applied to brand shaping in dynamic zone has good guiding significance for brand manager's activity planning and marketing, and has certain innovation in the application of industry theory.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F626
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相关期刊论文 前2条
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相关硕士学位论文 前1条
1 吴蔚;“动感地带”品牌发展研究[D];西南财经大学;2007年
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