农夫山泉开放性工业生产展示项目传播策略研究
发布时间：2018-10-30 18:36
【摘要】：在中国,一些具有前瞻性的生产企业,已经在逐渐进行开放性工业生产展示项目的运作,这是指企业对厂房建筑、生产环境、产品工艺流程、企业文化等进行综合开发,邀请参观者到生产产品的工厂进行参观体验,全程接触产品成型的过程。这是企业公关活动形式的一种创新,可让消费者近距离感受企业产品质量、渲染企业文化、培育消费者对品牌忠诚度,达到提升企业品牌形象的目的。 农夫山泉现有开放性工业生产展示项目至今已经举办多次,主要项目地点为位于淳安和建德的三座工厂,企业已经具备了基本的项目运作能力。笔者通过工厂实地考察、经典文献阅读、优秀案例经验借鉴的方法,为项目改造提出了具体可操作的传播策略。此建议书是从传播学的角度出发,在农夫山泉现有的项目基础上进行合理的信息设计,优化提升项目内容,力求为农夫山泉的企业品牌形象宣传添砖加瓦。 这份论文共分两大部分,第一部分是我的阐述,是关于为什么要做这份项目研究以及如何完成它的阐述。第二部分是为农夫山泉企业量身打造的传播策略建议书,也可以说是一份具有实际意义的操作手册,其中的传播策略思想,可为其它企业打造类似项目提供参考。
[Abstract]:In China, some forward-looking manufacturing enterprises are gradually carrying out the operation of open industrial production display projects. This means that enterprises comprehensively develop factory buildings, production environments, product processes, corporate culture, etc. Visitors are invited to visit the factory where the products are manufactured, and to contact the molding process of the products. This is a kind of innovation of enterprise public relations activity form, can let consumer feel enterprise product quality closely, exaggerate enterprise culture, cultivate consumer's loyalty to brand, reach the purpose of promoting enterprise brand image. The present open industrial production exhibition project has been held many times. The main project is located in three factories in Chun'an and Jiande. The enterprise already has the basic project operation ability. Based on the factory field investigation, classic literature reading and excellent case experience, the author puts forward concrete and operable communication strategies for project transformation. This proposal is from the angle of communication, carries on the reasonable information design based on the farmer spring existing project, optimizes the promotion project content, strives for the farmer mountain spring enterprise brand image propaganda to add the brick and the brick to add the tile. This paper is divided into two parts. The first part is my exposition on why and how to do the project research. The second part is a communication strategy proposal for the farmer spring enterprise, which can also be said to be a practical operation manual, in which the communication strategy ideas can provide reference for other enterprises to create similar projects.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;G206;F274
本文编号：2300833
[Abstract]:In China, some forward-looking manufacturing enterprises are gradually carrying out the operation of open industrial production display projects. This means that enterprises comprehensively develop factory buildings, production environments, product processes, corporate culture, etc. Visitors are invited to visit the factory where the products are manufactured, and to contact the molding process of the products. This is a kind of innovation of enterprise public relations activity form, can let consumer feel enterprise product quality closely, exaggerate enterprise culture, cultivate consumer's loyalty to brand, reach the purpose of promoting enterprise brand image. The present open industrial production exhibition project has been held many times. The main project is located in three factories in Chun'an and Jiande. The enterprise already has the basic project operation ability. Based on the factory field investigation, classic literature reading and excellent case experience, the author puts forward concrete and operable communication strategies for project transformation. This proposal is from the angle of communication, carries on the reasonable information design based on the farmer spring existing project, optimizes the promotion project content, strives for the farmer mountain spring enterprise brand image propaganda to add the brick and the brick to add the tile. This paper is divided into two parts. The first part is my exposition on why and how to do the project research. The second part is a communication strategy proposal for the farmer spring enterprise, which can also be said to be a practical operation manual, in which the communication strategy ideas can provide reference for other enterprises to create similar projects.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;G206;F274
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