大众甲壳虫和宝马迷你的品牌传播比较研究
发布时间：2019-05-19 16:03
【摘要】： 随着我国汽车行业的飞速发展和人民生活水平的提高,汽车已经越来越多地融入了人们的生活。尤其是随着家用轿车市场的成长和日趋成熟,汽车企业间的竞争也呈现出愈演愈烈之势。国际化的市场环境和国内市场的严峻现实都迫使众多的汽车企业将更多的目光投向了品牌建设和管理。 本论文针对汽车行业的品牌传播现状,在系统研究国内外品牌建设和管理的相关理论的基础上,结合汽车品牌传播的特性,选取了大众甲壳虫和宝马迷你这两款竞争车型进行比较研究,并提出了自己的观点。论文首先比较了国内外汽车品牌的品牌特征,从品牌背景、品牌整合的角度分析了大众甲壳虫、宝马迷你这两大品牌各自的特点,然后从品牌传播的不同渠道入手,分别比较了两者的广告、公关、销售和人际传播的策略,最后参考J. Aaker的品牌个性量表,通过网络用问卷调查的方法进行统计分析,比较了两者的品牌传播效果,得出了相关的结论和启示。 在研究过程中,作者主要以品牌学、传播学、整合营销传播理论作为理论依据,力图将解释性描述和个案研究相结合、将定量研究和定性研究相结合,对大众“甲壳虫”和宝马“迷你”这两个具有可比性的著名汽车品牌的传播进行分析比较,从中总结出两者的共性和个性。本论文希望通过比较研究的过程,发现和总结出有价值的汽车品牌传播的规律,为我国汽车品牌的建设和管理提供一定的参考,特别是为我国自主汽车品牌的传播提供可借鉴的成功先例。
[Abstract]:With the rapid development of China's automobile industry and the improvement of people's living standards, cars have been more and more integrated into people's lives. Especially with the growth and maturity of the home car market, the competition among automobile enterprises is becoming more and more intense. The international market environment and the grim reality of the domestic market force many automobile enterprises to turn more attention to brand building and management. According to the present situation of brand communication in automobile industry, this paper systematically studies the related theories of brand construction and management at home and abroad, combined with the characteristics of automobile brand communication. The Volkswagen Beetle and BMW Mini are selected for comparative study, and their own views are put forward. This paper first compares the brand characteristics of domestic and foreign automobile brands, analyzes the characteristics of Volkswagen Beatles and BMW Mini brands from the perspective of brand background and brand integration, and then starts with the different channels of brand communication. The strategies of advertising, public relations, sales and interpersonal communication between the two are compared respectively. finally, referring to the brand personality scale of J. Aaker, the effects of brand communication between the two are compared by means of questionnaire survey on the Internet. The relevant conclusions and implications are drawn. In the process of research, the author mainly takes brand science, communication science and integrated marketing communication theory as the theoretical basis, trying to combine explanatory description with case study, quantitative research and qualitative research. This paper analyzes and compares the spread of Volkswagen Beetle and BMW Mini, which are comparable famous automobile brands, and sums up the commonness and individuality of the two brands. This paper hopes to find and summarize the valuable law of automobile brand communication through the process of comparative study, so as to provide some reference for the construction and management of automobile brand in our country. In particular, it provides a successful precedent for the spread of independent automobile brands in China.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F416.471
本文编号：2480859
[Abstract]:With the rapid development of China's automobile industry and the improvement of people's living standards, cars have been more and more integrated into people's lives. Especially with the growth and maturity of the home car market, the competition among automobile enterprises is becoming more and more intense. The international market environment and the grim reality of the domestic market force many automobile enterprises to turn more attention to brand building and management. According to the present situation of brand communication in automobile industry, this paper systematically studies the related theories of brand construction and management at home and abroad, combined with the characteristics of automobile brand communication. The Volkswagen Beetle and BMW Mini are selected for comparative study, and their own views are put forward. This paper first compares the brand characteristics of domestic and foreign automobile brands, analyzes the characteristics of Volkswagen Beatles and BMW Mini brands from the perspective of brand background and brand integration, and then starts with the different channels of brand communication. The strategies of advertising, public relations, sales and interpersonal communication between the two are compared respectively. finally, referring to the brand personality scale of J. Aaker, the effects of brand communication between the two are compared by means of questionnaire survey on the Internet. The relevant conclusions and implications are drawn. In the process of research, the author mainly takes brand science, communication science and integrated marketing communication theory as the theoretical basis, trying to combine explanatory description with case study, quantitative research and qualitative research. This paper analyzes and compares the spread of Volkswagen Beetle and BMW Mini, which are comparable famous automobile brands, and sums up the commonness and individuality of the two brands. This paper hopes to find and summarize the valuable law of automobile brand communication through the process of comparative study, so as to provide some reference for the construction and management of automobile brand in our country. In particular, it provides a successful precedent for the spread of independent automobile brands in China.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F416.471
【引证文献】
相关硕士学位论文 前4条
1 吕佳惠;基于中国休闲类SNS的品牌传播策略研究[D];江西师范大学;2011年
2 杨琦;基于形态分析理论的汽车防太阳光热辐射产品的设计研究[D];华东理工大学;2012年
3 侯沁枝;跨国企业利用SNS对中国消费者的品牌传播策略研究[D];暨南大学;2012年
4 王家华;定位时代下的品牌传播策略研究[D];上海外国语大学;2013年
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