新媒体环境下品牌生活化营销研究

发布时间：2018-06-16 22:38

本文选题：新媒体 + 品牌　；参考：《四川师范大学》2015年硕士论文

【摘要】：新媒体的快速发展使得企业营销形式日益多样化,在传统营销基础上开始关注和实施新媒体营销的企业越来越多。现代人最需要的是真心的沟通,消费者购买产品除了看重产品的性能和价格外,还会更在意情感上的满足,品牌生活化这种新的营销理念强烈地折射出消费群体的生活价值观,成为不少企业极力诉求的营销方式。品牌生活化营销依据消费者的生活习惯、消费模式等找到对路的方法,能从心理上产生更贴心的感觉,与消费者建立共振频率:或解决顾客生活中遇到的难题,或提供相应生活服务,或提倡一种生活理念,不仅丰富了消费者的业余生活,让消费者真切地体会到生活化传播所带来的益处;同时,企业又在消费者的各个生活环节上撒下了信任的种子,最终收获丰厚的回报。目前,品牌生活化营销已经成为一种行之有效的方法,并且适用于很多行业。新媒体环境下品牌生活化营销之路将日益成为未来企业营销的一大趋势,值得研究。本文将以丰富的新媒体实践案例为基础,以传播学理论为主,结合艺术学、营销学、心理学等学科知识与理论,创新性地探讨新媒体环境下品牌生活化营销,并结合现实经验,为学界研究新媒体时代下的营销提供一种新思路。全文共有六个部分:第一部分,绪论。主要介绍论文的选题背景、研究意义、研究现状综述、创新之处及研究方法。第二部分,新媒体环境下的品牌生活化营销概述。主要从传播学的角度探讨了新媒体营销内涵,明确了品牌生活化营销、新媒体营销的品牌生活化相关概念与内容。第三部分,新媒体营销的品牌生活化类型分析。结合新媒体传播、时代发展特点以及年轻主流人群的心理需求,将新媒体环境下品牌生活化营销进行梳理整合,分为五大类型,并就各类型特点展开论述分析。第四部分,新媒体营销的品牌生活化应用分析。围绕上述五种类型,从新媒体影视传播的角度展开应用分析,结合相关微视频、移动新媒体等案例揭示品牌生活化营销的核心要素。第五部分,新媒体时代品牌生活化营销的思考。针对新媒体时代品牌生活化营销发展提出合理的建议与对策。第六部分,结论。对研究内容进行总结,指出本文的主要发现,提出论文的不足之处以及对未来研究的设想,把握今后研究努力的方向。
[Abstract]:With the rapid development of new media, the marketing forms of enterprises are increasingly diversified, and more enterprises begin to pay attention to and implement new media marketing on the basis of traditional marketing. What modern people need most is sincere communication. Besides paying attention to the performance and price of products, consumers will also pay more attention to emotional satisfaction. The new marketing concept of brand life strongly reflects the life values of consumer groups. Become a lot of enterprises to pursue the marketing method. Brand life marketing based on consumer's habits, consumption patterns and other ways to find the right way, can psychologically produce a more intimate feeling, and establish resonance frequency with consumers: or solve the problems encountered in customer life, Either providing corresponding living services or promoting a life philosophy not only enriches the consumer's amateur life, but also enables the consumer to truly appreciate the benefits of the spread of life; at the same time, The enterprise sows the seed of trust on every link of consumer's life again, finally gains rich reward. At present, brand life marketing has become an effective method, and suitable for many industries. Under the new media environment, the road of brand life marketing will become a trend of enterprise marketing day by day, and it is worth studying. Based on the rich practice cases of new media and the theory of communication, combined with the knowledge and theory of art, marketing, psychology and so on, this paper explores the marketing of brand life under the new media environment, and combines with the practical experience. For the academic research new media era of marketing to provide a new way of thinking. The full text has six parts: the first part, introduction. This paper mainly introduces the background, research significance, research status, innovation and research methods. The second part, the new media environment under the brand life marketing overview. This paper mainly discusses the connotation of new media marketing from the angle of communication, and clarifies the concept and content of brand life marketing and new media marketing. The third part, new media marketing brand life type analysis. Combined with the new media communication, the characteristics of the development of the times and the psychological needs of the mainstream young people, the brand life marketing under the new media environment is combed and integrated, which is divided into five types, and the characteristics of each type are discussed and analyzed. The fourth part, new media marketing brand life application analysis. Focusing on the above five types, this paper analyzes the application of the new media from the perspective of film and television communication, and reveals the core elements of brand life marketing by combining the relevant micro video, mobile new media and other cases. The fifth part, new media era brand life marketing thinking. This paper puts forward reasonable suggestions and countermeasures for the development of brand life marketing in the new media era. The sixth part, conclusion. This paper summarizes the research contents, points out the main findings of this paper, puts forward the deficiency of the paper and the assumption of the future research, and holds the direction of the future research efforts.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】