同质产品营销宣传对抗研究

发布时间：2018-01-12 08:11

本文关键词：同质产品营销宣传对抗研究　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国市场经济发展,并与全球市场接轨,同质产品的竞争日趋激烈。手机通讯、家电、化妆、理财等类型产品中进行对抗式营销宣传的事例比比皆是。在本文中,同质商品营销宣传对抗是指同质产品竞争双方以大众传媒为主要载体,针对竞争对手的品牌传播策略,传递对抗性信息,从而达到提升品牌价值,抢占市场份额的目的。正当的有序的营销宣传对抗不仅有助于消费者更加深入了解产品性能,也有助于企业改进技术、创新产品。但实际上,很多营销者秉持“商场如战场”的理念,在营销宣传对抗中运用战争中有关舆论战的相关方式进行竞争,违法了商业道德和法律法规,导致不正当竞争,最终两败俱伤,甚至影响整个行业发展。本文通过总结、归纳大量典型和详实的案例,发现同质产品营销宣传对抗现象广泛而且激烈,主要问题有:虚假宣传、隐瞒产品缺陷、抄袭强势品牌、造谣诽谤竞争对手、对抗层次较低。其中原因在于营销者在利益驱动下道德缺失、法制监管不到位、消费者冲动和盲目;对策包括完善监管法制、创新监管方式;企业进行产品创新和市场细分。最后,本文认为有益的宣传对抗应该犹如“君子之争,和而不同”,以事实为依据展开友善和礼貌的辩论,让消费者能够根据自身需要作出合适的判断和决策,让生产和营销者了解自身产品不足,改进技术,促进整个行业进步。
[Abstract]:With the development of China's market economy and the integration with the global market, the competition of homogeneous products is becoming increasingly fierce. Mobile phone communication, home appliances, makeup. Financial management and other types of products for confrontational marketing publicity cases abound. In this article, the same quality products marketing propaganda confrontation refers to the same product competition between the two sides with mass media as the main carrier. Aiming at the brand communication strategy of the competitors, we can pass on the antagonistic information, so as to enhance the brand value. The purpose of preemption of market share. Proper and orderly marketing campaign not only helps consumers to understand product performance more deeply, but also helps enterprises to improve technology and innovate products. Many marketers uphold the idea of "shopping malls like battlefields" and use the relevant methods of public opinion warfare in the war to compete in the marketing propaganda confrontation, thus breaking business ethics and laws and regulations, leading to unfair competition. Through summing up a large number of typical and detailed cases, we find that the phenomenon of homogeneity product marketing propaganda confrontation is extensive and fierce, the main problems are: false publicity. Concealing product defects, plagiarizing strong brands, spreading rumors and slandering competitors, and the level of confrontation is low. The reasons lie in the lack of morality driven by interests, the lack of legal supervision, the impulse and blindness of consumers; The countermeasures include perfecting the legal system of supervision and innovating the mode of supervision; Finally, this article thinks that the beneficial propaganda confrontation should be like "the gentleman's argument, the harmony but the difference", carries on the friendly and the polite debate based on the fact. To enable consumers to make appropriate judgments and decisions according to their own needs, to let producers and marketers understand their product deficiencies, to improve technology, and to promote the progress of the whole industry.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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