利乐公司品牌传播策略创新研究
发布时间：2019-04-02 07:50
【摘要】：尽管从上世纪七十年代开始,许多西方研究学者就试着从不同角度来研究工业品品牌,但是对于工业品品牌实证方面的研究却十分匮乏,这与工业品市场日趋重要的地位形成鲜明的反差。而更多的工业品企业也不重视品牌策略,认为通过理性决策的工业品市场有更好的策略选择。其实,随着互联网的高速发展和世界的日益扁平化,全球性的竞争更加激烈,工业品市场的竞争也从传统的关系营销转向借助品牌化战略发展的阶段,如何运用目标明确、重点突出的品牌化战略取得市场竞争优势地位,从而更接近顾客,也更接近成功是每一个B2B企业迫在眉睫的问题。 2006年,菲利普·科特勒用他的新书《B2B品牌管理》,给这个几乎空白的市场带来了国外的前沿思想和最佳实践。中国作为全球最值得关注的市场,更需要适合国情的实证研究,而跨国公司在中国品牌化运作的成功实例,能够给中国企业许多很好的启示。本文就是以利乐公司这家瑞典的跨国公司为例,从而研究工业品品牌传播策略怎样能够获得成功,以及如何实现传播的创新。本文共分为五个部分： 第一部分：绪论,主要对文章的背景、意义,全文框架以及研究对象做简单介绍。从分析工业品品牌传播逐渐受到重视的原因,到本文的研究意义和论述框架介绍,最后简述了利乐公司的核心价值观和创新传播理念。 第二部分：理论分析,以递进的阐述方式,从认知品牌传播的涵义开始,逐层对工业品品牌的目标、工业品与消费品品牌差异、工业品品牌传播的利益点、原则做了引证和分析,最后从中发现了工业品品牌传播的创新研究方向。 第三部分：实证论述,对利乐公司在品牌传播实例中体现出的创新性进行分析和研究,并以一个具体生动的利乐案例,为其他工业品企业提供了很好的借鉴。 第四部分：评估与建议,对利乐的品牌传播活动做点评时,从中发现了一些问题,并针对问题做出改进的建议。 第五部分：对整篇文章中未尽事宜,做出进一步的建议。 本文通过对现有工业品品牌理论的梳理,并与消费品品牌传播进行差异比较后发现,随着市场竞争的日益激烈,客户不断提升的需求,及工业品企业自身谈判能力的减弱,原先工业品仅面向直接销售客户的品牌传播方式已经不能完全适应现阶段的需求,而绕开工业品销售的直接客户,将传播触角直接伸向终端消费者的新传播理论则在很多成功的工业品企业中得到应证。本文正是以一家著名的工业品公司——瑞典利乐公司为例,通过对它的品牌运作方式的研究,以及品牌传播具体实例的阐述和分析, 发现它正是借鉴了新传播理论从而获得成功的最佳案例,除此以外,本文还介绍了利乐公司借此衍生出的其他创新传播方式,这些都为国内外工业品品牌传播研究提供了有利的资料。
[Abstract]:Although since the 1970s, many western researchers have tried to study the industrial brand from different angles, but the empirical research on the industrial brand is very scarce. This contrasts sharply with the increasingly important position of the industrial product market. More industrial products enterprises do not attach importance to brand strategy, and think that the industrial products market through rational decision-making has a better strategic choice. In fact, with the rapid development of the Internet and the increasing flattening of the world, the global competition is more intense, and the competition in the industrial product market has also shifted from the traditional relationship marketing to the stage of development with the help of branding strategy, and how to use the objective clearly. It is an urgent problem for every B2B enterprise to obtain the competitive advantage of the brand strategy, which is closer to the customers and closer to the success. In 2006, Philip Kotler used his new book, B2B Brand Management, to bring foreign cutting-edge ideas and best practices to this almost empty market. As the most important market in the world, China needs more empirical research suitable for the national conditions, and the successful examples of the brand operation of multinational corporations in China can give Chinese enterprises a lot of good enlightenment. This paper takes the Swedish multinational company LeLok as an example to study how the industrial brand communication strategy can be successful and how to realize the innovation of communication. This paper is divided into five parts: the first part: introduction, mainly on the background, significance, full-text framework and research object do a brief introduction. From the analysis of the reasons why the brand communication of industrial products has been paid more and more attention, to the introduction of the research significance and the discussion framework of this paper, the core values and innovative communication ideas of Lilo Company are briefly described in the end. The second part: theoretical analysis, starting from the cognitive meaning of brand communication, the goal of industrial product brand, the difference between industrial product and consumer product brand, and the profit point of industrial product brand communication, with the progressive way of expounding the meaning of brand communication. The principles are cited and analyzed, and finally the innovative research direction of industrial brand communication is found. The third part is an empirical analysis and research on the innovation embodied in the example of brand communication, and a concrete and vivid case of Lilao, which provides a good reference for other industrial products enterprises. The fourth part: evaluation and suggestions, comments on the brand communication activities of LeLok, some problems are found in it, and suggestions for improvement are made. The fifth part: to the whole article unfinished matter, makes the further suggestion. Through combing the existing brand theory of industrial products and comparing them with the communication of consumer goods brands, this paper finds that with the increasingly fierce competition in the market, the increasing demand of customers, and the weakening of the negotiation ability of industrial products enterprises themselves, The original brand communication mode of industrial products only for direct sales customers can no longer fully adapt to the needs of the current stage, but bypassing the direct customers of industrial products sales. The new communication theory, which extends the communication tentacles directly to the end consumers, has been proved by many successful industrial enterprises. This paper takes a well-known industrial product company, Sweden Lele Company, as an example, through the study of its brand operation mode, as well as the elaboration and analysis of the specific examples of brand communication, It is found that it is the best case for success by drawing lessons from the new communication theory. In addition, this paper also introduces the other innovative ways of communication derived from this new communication theory. All of these provide favorable information for the study of brand communication of industrial products at home and abroad.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F416.8
本文编号：2452390
[Abstract]:Although since the 1970s, many western researchers have tried to study the industrial brand from different angles, but the empirical research on the industrial brand is very scarce. This contrasts sharply with the increasingly important position of the industrial product market. More industrial products enterprises do not attach importance to brand strategy, and think that the industrial products market through rational decision-making has a better strategic choice. In fact, with the rapid development of the Internet and the increasing flattening of the world, the global competition is more intense, and the competition in the industrial product market has also shifted from the traditional relationship marketing to the stage of development with the help of branding strategy, and how to use the objective clearly. It is an urgent problem for every B2B enterprise to obtain the competitive advantage of the brand strategy, which is closer to the customers and closer to the success. In 2006, Philip Kotler used his new book, B2B Brand Management, to bring foreign cutting-edge ideas and best practices to this almost empty market. As the most important market in the world, China needs more empirical research suitable for the national conditions, and the successful examples of the brand operation of multinational corporations in China can give Chinese enterprises a lot of good enlightenment. This paper takes the Swedish multinational company LeLok as an example to study how the industrial brand communication strategy can be successful and how to realize the innovation of communication. This paper is divided into five parts: the first part: introduction, mainly on the background, significance, full-text framework and research object do a brief introduction. From the analysis of the reasons why the brand communication of industrial products has been paid more and more attention, to the introduction of the research significance and the discussion framework of this paper, the core values and innovative communication ideas of Lilo Company are briefly described in the end. The second part: theoretical analysis, starting from the cognitive meaning of brand communication, the goal of industrial product brand, the difference between industrial product and consumer product brand, and the profit point of industrial product brand communication, with the progressive way of expounding the meaning of brand communication. The principles are cited and analyzed, and finally the innovative research direction of industrial brand communication is found. The third part is an empirical analysis and research on the innovation embodied in the example of brand communication, and a concrete and vivid case of Lilao, which provides a good reference for other industrial products enterprises. The fourth part: evaluation and suggestions, comments on the brand communication activities of LeLok, some problems are found in it, and suggestions for improvement are made. The fifth part: to the whole article unfinished matter, makes the further suggestion. Through combing the existing brand theory of industrial products and comparing them with the communication of consumer goods brands, this paper finds that with the increasingly fierce competition in the market, the increasing demand of customers, and the weakening of the negotiation ability of industrial products enterprises themselves, The original brand communication mode of industrial products only for direct sales customers can no longer fully adapt to the needs of the current stage, but bypassing the direct customers of industrial products sales. The new communication theory, which extends the communication tentacles directly to the end consumers, has been proved by many successful industrial enterprises. This paper takes a well-known industrial product company, Sweden Lele Company, as an example, through the study of its brand operation mode, as well as the elaboration and analysis of the specific examples of brand communication, It is found that it is the best case for success by drawing lessons from the new communication theory. In addition, this paper also introduces the other innovative ways of communication derived from this new communication theory. All of these provide favorable information for the study of brand communication of industrial products at home and abroad.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F416.8
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