百度品牌营销策略分析
发布时间：2018-10-12 08:21
【摘要】： 随着网络经济的迅速发展,互联网技术对社会各个层面的影响越来越深入,搜索引擎这种新媒介的出现,会帮助放大扩展传统媒体本身的影响力,而百度品牌本身,也充当着媒体的角色,是对社会生活有巨大影响的新媒介。传统品牌的塑造方法受到了影响和挑战。本文主要从品牌创建的角度探讨和总结作为互联网搜索行业企业代表的百度公司的成功经验,涉及百度品牌创建的角度产品策略、定价策略、渠道策略以及百度品牌传播方式等。科学的对百度品牌的进行分析,提炼百度的品牌内涵、要素以及品牌营销的特点等,从而为互联网企业的品牌创建提供参考。 文章分为四个部分。第一部分介绍百度公司的情况和本文的研究方法和理论框架。第二部分阐述了网络经济下百度所在行业特点,以及百度品牌的核心识别内涵等。第三部分是从百度品牌产品策略、定价策略、渠道策略和传播方式上,探讨百度品牌的塑造。描述百度品牌的如何进行国际化的,这也是百度2008年的重大战略之一。在文章的第四部分,总结百度品牌塑造的成功策略和经验的基础上,还提出了百度品牌目前面临的挑战和存在的隐忧。文章探讨的主体是百度品牌的创建,挖掘互联网企业品牌塑造的一般原理,为互联网企业的发展和品牌创建起到一定的借鉴和指导作用。 百度品牌是由拼音、汉字和“熊掌”的图标组成,而“熊掌”图标的想法来源于“猎人巡迹熊爪”的刺激,与“分析搜索技术”非常相似,从而构成百度的搜索概念,也便成于百度的标志形象。百度致力于向人们提供“简单,可依赖”的信息获取方式。现在“百度”已经变成”搜索”的代名词,百度传播了强大中文搜索的特点在本土一举击败著名国际品牌GOOGLE。百度坚持用户为中心的产品设计理念,通过竞价排名创新了互联网盈利模式,而竞价排名本身也用户直接参与定价的一种新模式,渠道服务中也体现了用户服务第一的宗旨,这些策略从整体提升了百度品牌的感知质量。百度品牌主要是采取体验营销的方式,包括:事件营销、活动赞助、展览展示等。另外百度还利用自身的搜索新媒体特征,通过互联网采取病毒营销进行百度品牌的口碑传播,这也是网络经济传播的新特点和重要手段。 整体来看,在网络经济时代的品牌创建,除了传统品牌创建的方式,无论是产品、价格、渠道还是传播方式,都应该是以用户为中心,充分发挥互联网新媒体的特点,让用户主动参与,通过用户自主进行品牌传播。
[Abstract]:With the rapid development of network economy, the influence of Internet technology on all levels of society is getting deeper and deeper. The emergence of new media such as search engine will help to enlarge and expand the influence of traditional media itself, while Baidu brand itself, Also acting as the role of the media, is a great impact on social life of the new media. The traditional brand shaping method has been affected and challenged. This paper mainly discusses and summarizes the successful experience of Baidu Company, which is the representative of the Internet search industry, mainly from the perspective of brand creation, including the product strategy and pricing strategy of Baidu brand creation. Channel strategy and Baidu brand communication methods and so on. Scientific analysis of Baidu brand, refining Baidu brand connotation, elements and brand marketing characteristics, so as to provide a reference for the establishment of Internet brands. The article is divided into four parts. The first part introduces the situation of Baidu Company and the research methods and theoretical framework of this paper. The second part describes the characteristics of Baidu's industry under the network economy, as well as the core identification connotation of Baidu brand. The third part discusses Baidu brand from Baidu brand strategy, pricing strategy, channel strategy and communication mode. Describe how Baidu brand internationalization, this is Baidu in 2008 one of the major strategies. In the fourth part of the article, the author summarizes the successful strategy and experience of Baidu brand building, and puts forward the challenges and hidden worries of Baidu brand. The main body of this paper is the creation of Baidu brand, and the general principle of brand shaping of Internet enterprises is excavated, which can be used for reference and guidance for the development and brand establishment of Internet enterprises. The Baidu brand is made up of phonetic, Chinese and bear paw icons, and the idea of the bear paw icon comes from the stimulation of the Huntsman Patrol Bear claw, which is very similar to the Analytical search technique, thus constituting Baidu's search concept. Also become the symbol image of Baidu. Baidu is committed to providing people with "simple, dependable" access to information. Now "Baidu" has become a synonym for "search," and Baidu has spread a powerful Chinese search feature that has defeated GOOGLE., a well-known international brand, at home Baidu adheres to the idea of user-centered product design, innovates the Internet profit model through bidding ranking, and the bidding ranking itself is a new model in which users directly participate in pricing, and channel service also embodies the tenet of user service first. These strategies from the overall improvement of Baidu brand perception quality. Baidu brand is mainly adopted experience marketing, including: event marketing, event sponsorship, exhibition and so on. In addition, Baidu also uses its own search for new media features, virus marketing through the Internet to spread the word of mouth of Baidu brand, which is also the new characteristics and important means of network economic communication. On the whole, in the era of network economy, in addition to the traditional way of brand creation, whether it is products, prices, channels or modes of communication, it should be user-centered and give full play to the characteristics of new media on the Internet. Let the user take the initiative to participate, carry on the brand communication independently through the user.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F49
本文编号：2265447
[Abstract]:With the rapid development of network economy, the influence of Internet technology on all levels of society is getting deeper and deeper. The emergence of new media such as search engine will help to enlarge and expand the influence of traditional media itself, while Baidu brand itself, Also acting as the role of the media, is a great impact on social life of the new media. The traditional brand shaping method has been affected and challenged. This paper mainly discusses and summarizes the successful experience of Baidu Company, which is the representative of the Internet search industry, mainly from the perspective of brand creation, including the product strategy and pricing strategy of Baidu brand creation. Channel strategy and Baidu brand communication methods and so on. Scientific analysis of Baidu brand, refining Baidu brand connotation, elements and brand marketing characteristics, so as to provide a reference for the establishment of Internet brands. The article is divided into four parts. The first part introduces the situation of Baidu Company and the research methods and theoretical framework of this paper. The second part describes the characteristics of Baidu's industry under the network economy, as well as the core identification connotation of Baidu brand. The third part discusses Baidu brand from Baidu brand strategy, pricing strategy, channel strategy and communication mode. Describe how Baidu brand internationalization, this is Baidu in 2008 one of the major strategies. In the fourth part of the article, the author summarizes the successful strategy and experience of Baidu brand building, and puts forward the challenges and hidden worries of Baidu brand. The main body of this paper is the creation of Baidu brand, and the general principle of brand shaping of Internet enterprises is excavated, which can be used for reference and guidance for the development and brand establishment of Internet enterprises. The Baidu brand is made up of phonetic, Chinese and bear paw icons, and the idea of the bear paw icon comes from the stimulation of the Huntsman Patrol Bear claw, which is very similar to the Analytical search technique, thus constituting Baidu's search concept. Also become the symbol image of Baidu. Baidu is committed to providing people with "simple, dependable" access to information. Now "Baidu" has become a synonym for "search," and Baidu has spread a powerful Chinese search feature that has defeated GOOGLE., a well-known international brand, at home Baidu adheres to the idea of user-centered product design, innovates the Internet profit model through bidding ranking, and the bidding ranking itself is a new model in which users directly participate in pricing, and channel service also embodies the tenet of user service first. These strategies from the overall improvement of Baidu brand perception quality. Baidu brand is mainly adopted experience marketing, including: event marketing, event sponsorship, exhibition and so on. In addition, Baidu also uses its own search for new media features, virus marketing through the Internet to spread the word of mouth of Baidu brand, which is also the new characteristics and important means of network economic communication. On the whole, in the era of network economy, in addition to the traditional way of brand creation, whether it is products, prices, channels or modes of communication, it should be user-centered and give full play to the characteristics of new media on the Internet. Let the user take the initiative to participate, carry on the brand communication independently through the user.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F49
【引证文献】
相关期刊论文 前1条
1 李新宇;;优秀广告背后的双重思考[J];学子(教育新理念);2013年07期
相关硕士学位论文 前1条
1 李贞;新网络营销模式于品牌商品高校学生市场营销的应用研究[D];吉林大学;2011年
，本文编号：2265447
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