中小型乳品企业渠道传播品牌研究
发布时间：2019-03-24 11:42
【摘要】： 随着乳品市场的开放和我国乳制品消费观念的转变,乳制品市场的竞争越来越激烈,目前我国的乳制品市场呈现出以蒙牛、伊利等大型乳制品企业为龙头,伴随着众多中小型地方乳品企业的垄断竞争格局。 本文在了解已有的品牌传播理论的基础上,分析了中小型乳品企业自身的渠道现状和品牌现状,提出了不同于目前研究热点的广告传播方式——营销渠道传播品牌的模式。针对渠道品牌传播功能方面的理论不足,本文主要从门店、人员、产品、渠道服务、促销活动以及最有利于品牌传播的渠道模式——连锁经营六个方面系统的分析了营销渠道对品牌传播的影响和作用,分析了通过渠道传播塑造品牌的可行性。 同时,针对中小型乳品企业的实际情况,具体的提出了其适合的品牌传播的渠道模式,并针对各个品牌传播阶段的渠道模式的重点进行了阐述。另外,为保证渠道传递品牌形象的一致性,打造融合品牌传播、品牌维护、客户关系管理、公关的多功能营销渠道,本文对营销渠道在传播品牌时的渠道形象统一问题、人员激励管理问题、渠道成员管理控制问题以及其他品牌传播支持工具的配合使用问题进行了分阶段的讨论。
[Abstract]:With the opening of dairy market and the change of dairy consumption concept in China, the competition of dairy market is becoming more and more fierce. At present, the dairy market of our country is led by Mengniu, Yili and other large dairy enterprises. With many small and medium-sized local dairy enterprises monopoly competition pattern. On the basis of understanding the existing theories of brand communication, this paper analyzes the current situation of channels and brands of small and medium-sized dairy enterprises, and puts forward the marketing channel mode of brand communication, which is different from the current research focus. In view of the theoretical deficiency of channel brand communication function, this article mainly from stores, personnel, products, channel services, This paper systematically analyzes the influence and function of marketing channel on brand communication from six aspects of the promotion activities and the most favorable channel mode of brand communication-chain operation, and analyzes the feasibility of shaping brand through channel communication. At the same time, aiming at the actual situation of small and medium-sized dairy enterprises, this paper puts forward the suitable channel mode of brand communication, and expounds the emphasis of channel mode in each stage of brand communication. In addition, in order to ensure the consistency of channel transmission brand image, to create a multi-function marketing channel that integrates brand communication, brand maintenance, customer relationship management and public relations, this paper focuses on the unity of channel image of marketing channel when spreading brand. The problems of personnel incentive management, channel member management control and the use of other brand communication support tools are discussed in stages.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82
本文编号：2446300
[Abstract]:With the opening of dairy market and the change of dairy consumption concept in China, the competition of dairy market is becoming more and more fierce. At present, the dairy market of our country is led by Mengniu, Yili and other large dairy enterprises. With many small and medium-sized local dairy enterprises monopoly competition pattern. On the basis of understanding the existing theories of brand communication, this paper analyzes the current situation of channels and brands of small and medium-sized dairy enterprises, and puts forward the marketing channel mode of brand communication, which is different from the current research focus. In view of the theoretical deficiency of channel brand communication function, this article mainly from stores, personnel, products, channel services, This paper systematically analyzes the influence and function of marketing channel on brand communication from six aspects of the promotion activities and the most favorable channel mode of brand communication-chain operation, and analyzes the feasibility of shaping brand through channel communication. At the same time, aiming at the actual situation of small and medium-sized dairy enterprises, this paper puts forward the suitable channel mode of brand communication, and expounds the emphasis of channel mode in each stage of brand communication. In addition, in order to ensure the consistency of channel transmission brand image, to create a multi-function marketing channel that integrates brand communication, brand maintenance, customer relationship management and public relations, this paper focuses on the unity of channel image of marketing channel when spreading brand. The problems of personnel incentive management, channel member management control and the use of other brand communication support tools are discussed in stages.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.82
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