白沟箱包品牌形象媒介传播研究

发布时间：2018-03-23 00:29

本文选题：白沟箱包　切入点：产业形象　出处：《河北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国社会主义市场经济的完善和经济全球化竞争的日趋激烈,特色产业经济的发展逐渐成为我国众多城镇持续健康发展的必由之路。然而,在当今传统媒体充分发展、新媒体迅速壮大的全媒体资源极大丰富的时代,脚步匆匆的人们已经越发习惯去从大众媒介所创造的“拟态环境”中去索取信息、认识一切。是的,在媒介信息铺天盖地的“眼球经济”时代,光靠实实在在的城镇“特色产业”这一硬性优势已很难让其在发展中脱颖而出,若想赢得青睐的目光,要想获得人们的驻足,必然要发起特色产业品牌形象媒介传播的营销攻势,将其形象塑造起来、把其品牌传播出去,让其成为众所周知、人人叫好的产业明星。此选题正是基于目前众多城镇产业发展中的困惑,从特色产业品牌形象媒介传播这一现实问题出发,以笔者家乡白沟箱包特色产业为研究对象,对其品牌形象媒介传播问题做了全面细致的调查与研究、详略得当的分析与总结,以期对今后相关问题研究和策略改进近些绵薄之力。此论文共分为六章,首先在绪论第一章部分对论题有关研究背景和目的意义、国内外研究现状、研究方法和创新点分别作了梳理和说明,然后在第二章对白沟箱包产业的区位、资源、政策等发展优势进行了客观介绍,并进一步从白沟箱包的生产发展、箱包市场建设、箱包产业组织和政策完善、箱包产业及品牌影响规模等多个角度对白沟箱包特色产业的发展状况进行了系统性调查和概说,也为论文研究的展开准备了基础性前提。在接下来的第三、四章里,笔者将视角转向媒介传播领域,从理念、视觉、行为三大主要产业形象识别系统入手,以产业形象的城市内部传播和外部传播两个方向为主线,按照白沟箱包产业萌芽、发展、腾飞的三大发展分期的顺序,对其产业形象的发展特点、品牌形象媒介传播特殊情况及形成原因进行了全面深入的历程性调研和因果性探析。而第五章则是在前一章基础上重点对白沟箱包品牌形象媒介传播有史以来现存的主要问题进行了全面挖掘和概括总结,进而在最后第六章结合一系列城市形象和产业品牌形象、传播学、地方营销等基础性理论进行独立思考,对其具体问题分别提出了相应的改进策略,并在对其他类似品牌形象媒介传播宏观借鉴意义阐述中收束全文。
[Abstract]:With the perfection of our socialist market economy and the increasingly fierce competition of economic globalization, the development of characteristic industrial economy has gradually become the only way for the sustained and healthy development of many cities and towns in our country. At a time when the new media is rapidly growing in all media resources, people in a hurry have become more and more accustomed to taking information from the "pseudo environment" created by the mass media and understanding everything. Yes, In the era of "eyeball economy" with numerous media and information, it is difficult to stand out in the development by relying solely on the hard advantage of "characteristic industries" in towns. If you want to win the attention of people, you want to get people to stop. It is necessary to launch the marketing offensive of media communication of the brand image of the characteristic industry, to shape its image, to spread its brand out, and to make it known to all. This topic is based on the puzzlement of the development of many cities and towns industry at present, starting from the realistic problem of brand image media communication of the characteristic industry, taking the characteristic industry of bag and bag in Baigou, my hometown, as the research object. This paper makes a comprehensive and meticulous investigation and research on the media communication of its brand image, and gives a brief analysis and summary, in order to improve the relevant problems and strategies in the near future. This paper is divided into six chapters. Firstly, in the first chapter of the introduction, the research background and purpose significance, the current research situation, the research methods and the innovation points of the thesis are combed and explained respectively. Then, in the second chapter, the location and resources of the Baigou luggage industry are discussed. Policy and other development advantages were introduced objectively, and further from the Baigou bag production development, bag market construction, luggage industry organization and policy improvement, The paper systematically investigates and generalizes the development situation of Baigou bag and bag characteristic industry from several angles, such as the influence scale of luggage industry and brand. It also prepares the basic premise for the research of the paper. In the following three and four chapters, The author turns the angle of view to the field of media communication, starting with the three major industrial image identification systems of concept, vision and behavior, taking the internal and external communication of industrial image as the main line, and developing according to the budding and developing of Baigou luggage industry. The order of the three major development stages of the take-off, the development characteristics of its industrial image, The special situation of brand image media communication and the reasons for its formation are investigated thoroughly and causally analyzed. The fifth chapter focuses on the brand image media communication of Baigou box and bag on the basis of the previous chapter. The main existing problems have been comprehensively excavated and summarized. Then in the last chapter, combining with a series of basic theories, such as city image and industrial brand image, communication theory, local marketing and so on, the author puts forward corresponding improvement strategies. And in other similar brand image media communication macro-reference significance in the elaboration of the full text.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;G206

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