基于整合营销传播的家具品牌建设研究

发布时间：2018-04-13 07:25

本文选题：消费者 + 家具品牌建设　；参考：《中南林业科技大学》2017年硕士论文

【摘要】：家具品牌建设一直是行业发展短板,品牌作为企业竞争力的核心资产,在“全球扁平化”的商业竞争中的作用越来越重要。近几年来家具行业进入了全面转型时期,在以消费者为驱动重心的营销传播模式下,目标受众个性化、传媒碎片化的营销传播环境下,家具品牌建设面临多品牌运作乱相、顾客参与性不强、各大品牌间同质竞争激烈、渠道重叠、品牌延伸困难等问题。以消费者为中心研究家具品牌建设,实现从行业品牌向消费者品牌的顺利延伸,从而打造强势品牌已是当务之急。本文从整合营销传播理论入手,基于以消费者为中心、双向沟通、由外向内规划和整合所有营销传播活动的指导原则,提出家具品牌建设中的整合营销传播策略,即从品牌理念的整合、传播媒介的整合、传播内容的整合三个方面阐述品牌整合传播的方法。研究认为:以消费者为中心的家具品牌整合传播,品牌理念的一致性整合和传播包括品牌定位、品牌个性、品牌识别、品牌文化、品牌延伸等要素;通过分析和选择目标消费者与品牌之间的所有接触点,从而确立家具品牌传播中的媒介整合策略;运用形象识别、广告、公共关系、促销活动、直复营销、活动营销、新闻发布等传播内容的整合来实现品牌向消费者表达信息与过程的统一;传播内容、传播媒介必须与品牌理念一致,而且要为其服务,这样才能产生一个统一的、连贯的品牌形象。结合前期研究成果,分析HOUSEN家具品牌升级过程中品牌整合传播策划方法的应用,论证整合传播运用于家具品牌建设的实践意义。最后对移动互联网环境下的家具品牌整合传播提出了建议和展望。
[Abstract]:Furniture brand construction has always been a short board of industry development. As the core asset of enterprise competitiveness, brand plays a more and more important role in the "global flattening" commercial competition.In recent years, the furniture industry has entered a period of comprehensive transformation. Under the consumer-driven marketing communication mode, under the marketing communication environment of individualized target audience and fragmented media, the furniture brand construction is facing the chaos of multi-brand operation.The participation of customers is not strong, the competition among the major brands is fierce, the channel is overlapping, the brand extension is difficult and so on.It is urgent to study furniture brand construction with consumer as the center, to realize the smooth extension from industry brand to consumer brand, so as to build strong brand.This paper starts with the theory of integrated marketing communication, based on the guiding principles of customer-centered, two-way communication, planning and integrating all marketing communication activities from outside to inside, and puts forward the integrated marketing communication strategy in furniture brand construction.Namely from the brand idea conformity, the dissemination medium conformity, the dissemination content conformity three aspects elaborated the brand conformity dissemination method.The research holds that: the consumer as the center of furniture brand integration communication, brand concept consistency integration and dissemination including brand positioning, brand personality, brand identification, brand culture, brand extension and other elements;By analyzing and selecting all the contact points between the target consumers and the brand, we can establish the media integration strategy in the furniture brand communication; use image identification, advertising, public relations, promotion activities, direct marketing, campaign marketing,The integration of the communication content such as news release to realize the unification of the information and process of the brand to the consumer; the communication content and the media must be consistent with the brand concept, and must serve for it, in order to produce a unified,A coherent brand image.Combined with the previous research results, this paper analyzes the application of the planning method of brand integration communication in the process of HOUSEN furniture brand upgrading, and demonstrates the practical significance of the application of integrated communication in furniture brand construction.Finally, suggestions and prospects for furniture brand integration communication under the mobile internet environment are put forward.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.88;F274

【相似文献】