滴滴快车品牌传播与策略优化设计
发布时间：2018-08-26 11:27
【摘要】：滴滴快车为北京小桔科技有限公司(滴滴出行)旗下的一款产品,它于2015年5月7日正式上线,是一个非常年轻的品牌。借2016年毕业实习的机会,笔者接触到了杭州和宁波两地滴滴快车的品牌传播工作,并感受到了快车品牌目前所存在的一些问题,例如品牌形象塑造比较滞后,品牌传播活动强度不足,线上传播渠道微信公众号关注度不够等,因此对滴滴快车的品牌传播策略进行优化和改进势在必行。为给设计主体部分打好基础,笔者在正文的第二章中对滴滴快车的品牌传播现状进行了分析,通过问卷调查的方法来获取个体对于快车品牌的认知情况。在第三章中笔者对移动出行市场进行分析,并从对昔日竞争对手UBER的分析中整理出了具有指导意义的策略。第四章为设计方案的完整体现,在明确设计目标的基础上,笔者将此块内容分为线下和线上两大部分:线下是笔者主导的几次品牌宣传活动,用到的一些策略包括跨界合作、精准化传播、口碑传播、公益活动传播等,目的为塑造滴滴快车全新的品牌形象,同时拉取快车新用户,增加订单量;线上为"滴滴杭州"微信公众号的运营方案,目的为增加粉丝数量,丰富平台内容,使之成为一个有影响力的商业大号。除此之外,笔者还对线上和线下这两块分别进行了效果评估。由于篇幅有限和经验相对不足,本方案还需要在结合品牌传播新理论的基础上,在实践中不断进行更新、完善。
[Abstract]:Didi Express Taxi, a product owned by Beijing Orange Technology Co., Ltd., launched on May 7, 2015, and is a very young brand. Taking advantage of the opportunity of graduation internship in 2016, the author has come into contact with the brand communication work of Didi Express Taxi in Hangzhou and Ningbo, and has felt some problems existing in the express train brand at present, such as the lagging behind in shaping the brand image. The intensity of brand communication activities is insufficient, the online communication channel WeChat public attention is not enough, so it is imperative to optimize and improve Didi Express Taxi's brand communication strategy. In order to lay a good foundation for the main part of the design, the author analyzes the current situation of Didi Express Taxi's brand communication in the second chapter of the text, and obtains the cognition of the express brand by questionnaire. In the third chapter, the author analyzes the mobile travel market, and collates the guiding strategies from the analysis of former competitor UBER. The fourth chapter is the complete embodiment of the design scheme, on the basis of clear design objectives, the author divides the content into offline and online: offline is the author led several brand publicity activities, using some strategies including cross-border cooperation, Precision communication, word-of-mouth communication, public welfare activities, etc. are aimed at shaping Didi Express Taxi's brand image, at the same time pulling up new users of express trains and increasing the volume of orders. The online operation plan is "Didi Hangzhou" WeChat Public number. The aim is to increase the number of fans, enrich the platform content, and make it an influential business size. In addition, the effect of above-line and off-line blocks are evaluated. Due to limited space and relatively insufficient experience, this scheme needs to be updated and perfected in practice on the basis of the new theory of brand communication.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572
本文编号：2204726
[Abstract]:Didi Express Taxi, a product owned by Beijing Orange Technology Co., Ltd., launched on May 7, 2015, and is a very young brand. Taking advantage of the opportunity of graduation internship in 2016, the author has come into contact with the brand communication work of Didi Express Taxi in Hangzhou and Ningbo, and has felt some problems existing in the express train brand at present, such as the lagging behind in shaping the brand image. The intensity of brand communication activities is insufficient, the online communication channel WeChat public attention is not enough, so it is imperative to optimize and improve Didi Express Taxi's brand communication strategy. In order to lay a good foundation for the main part of the design, the author analyzes the current situation of Didi Express Taxi's brand communication in the second chapter of the text, and obtains the cognition of the express brand by questionnaire. In the third chapter, the author analyzes the mobile travel market, and collates the guiding strategies from the analysis of former competitor UBER. The fourth chapter is the complete embodiment of the design scheme, on the basis of clear design objectives, the author divides the content into offline and online: offline is the author led several brand publicity activities, using some strategies including cross-border cooperation, Precision communication, word-of-mouth communication, public welfare activities, etc. are aimed at shaping Didi Express Taxi's brand image, at the same time pulling up new users of express trains and increasing the volume of orders. The online operation plan is "Didi Hangzhou" WeChat Public number. The aim is to increase the number of fans, enrich the platform content, and make it an influential business size. In addition, the effect of above-line and off-line blocks are evaluated. Due to limited space and relatively insufficient experience, this scheme needs to be updated and perfected in practice on the basis of the new theory of brand communication.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572
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1 徐海伦;滴滴快车品牌传播与策略优化设计[D];浙江大学;2017年
，本文编号：2204726
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