基于大功率UV灯电子变压器的康讯动力公司品牌形象塑造与传播研究

发布时间：2018-04-24 02:08

本文选题：康讯动力公司 + 品牌形象塑造　；参考：《兰州大学》2015年硕士论文

【摘要】：品牌形象概念产生于二十世纪五十年代,自问世以来逐渐成为企业管理和运营关注的焦点,不但是企业弥足珍贵的资源,而且成为企业在激烈的市场竞争中制胜获利的必备法宝。对品牌形象塑造与传播工作的优劣,直接关系到企业经营的成败甚至生死存亡。故此品牌形象塑造与传播对企业具有十分重要的战略意义。本文以康讯动力公司品牌形象塑造和传播的客观需求为出发点,以品牌塑造相关理论为依据,通过对该公司的具体调查与分析,明确了该企业和产品的品牌形象的特征、内涵与品牌形象塑造的基本原则,从而确立了该企业差异化的品牌定位,界定并塑造了该企业及产品独特的品牌新形象,规划了企业形象识别的CIS战略。从企业文化观的创建、企业仪式观的形成和发布信息的渠道三方面阐述了该公司对内传播的策略；从品牌有效建构和对外传播渠道的多样性阐述了该公司的对外传播策略；从服务带来的口碑传播力、选择分众传播模式、事件营销和参与评选活动四个方面,阐述了该公司传播策略的特异性。最后,对全文做了总结,得出了该公司品牌塑造的启示。希望本文对中小企业品牌形象塑造和传播工作起到一定的理论指导和实践参考作用。
[Abstract]:The concept of brand image emerged in the 1950s, and has gradually become the focus of enterprise management and operation since its inception. It is not only a precious resource for enterprises. And become an enterprise in the fierce market competition to win the necessary magic weapon. The merits and demerits of brand image shaping and spreading are directly related to the success or failure of enterprise management and even the survival. Therefore, brand image shaping and communication has a very important strategic significance for enterprises. Based on the objective demand of brand image shaping and spreading in Kangxun Power Company, and based on the related theory of brand shaping, this paper clarifies the characteristics of the brand image of the enterprise and products through the specific investigation and analysis of the company. The connotation and the basic principles of brand image shaping, thus establishing the brand orientation of the enterprise's differentiation, defining and shaping the unique brand new image of the enterprise and its products, and planning the CIS strategy of enterprise image identification. This paper expounds the internal communication strategy of the company from three aspects: the establishment of the corporate culture view, the formation of the corporate ritual view and the channels for publishing information, the effective construction of the brand and the diversity of the external communication channels, and the external communication strategy of the company. This paper expounds the specificity of the company's communication strategy from four aspects: the word-of-mouth communication power, the choice of the focus communication mode, the event marketing and the participation in the selection activities. Finally, the paper summarizes the full text, and draws the inspiration of the brand-building of the company. I hope this paper will play a theoretical and practical reference role in the work of brand image creation and dissemination.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.6

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