A公司国内成品油零售市场品牌传播策略研究

发布时间：2018-07-05 10:34

本文选题：成品油零售 + 品牌传播　；参考：《山东大学》2015年硕士论文

【摘要】：现代社会,随着产品同质化日益严重,导致市场竞争不断加剧,品牌成为一个企业在竞争中脱颖而出的有力竞争武器。品牌建设直接关系到企业的发展前途。强势品牌即知名度高、信誉好的品牌不仅可以增加产品的吸引力,让企业在激烈的市场竞争中脱颖而出,而且还能提高顾客忠诚度,为企业带来更多的潜在顾客。随着国民经济快速发展,人们生活水平不断提高,汽车日益普及,交通运输行业迅速发展,成品油的社会消费需求越来越大。石油日益成为关系经济发展、百姓民生的重要商品,被国家视为重要的战略资源。在经济全球化趋势影响下,国内成品油零售市场对外资企业逐步开放,跨国石油巨头纷纷通过合资的“联姻”方式进行中国。近年来,中国的成品油零售市场逐渐形成了中石化、中石油、外资品牌油站、民营私营的社会油站共同参与竞争的格局。A公司作为这些进入国内成品油零售市场的外资石油公司的典型代表,由于市场进入时间晚、网络规模小,在国内成品油零售市场,A公司的品牌传播依然处于起步阶段,品牌传播存在一些问题。本文通过市场调研的方式获得了消费者对当前市场的主要竞争品牌的认知表现(包括品牌认知度、偏好度、忠诚度,以及对品牌形象及价格的感知的数据),在此基础上对A公司品牌传播出现的问题进行了分析。传播的“5W模式”同样适用于品牌传播,本文结合成品油零售行业的特点及A公司品牌传播中面临的问题,对A公司的品牌传播要素进行了重新界定、分析。尤其针对品牌传播信息,提出品牌传播信息不仅局限于品牌名称、标识、宣传语,而是企业形象识别系统的总括,并对A公司品牌传播的理念、行为、视觉信息进行了分析。随着近年来科技的发展,媒体环境不断变化,新媒体层出不穷,传统媒体日渐衰落,仅仅靠单一的传播渠道显然已经不能满足企业传播需求。整合营销传播成为很多企业进行品牌传播的最佳选择。本文结合A公司的案例,对成品油零售市场整合营销传播策略进行了探讨,对新兴的社交媒体互动传播,以及该行业独特的终端传播进行了详细分析。对于线下零售企业,品牌传播需要基于一定规模的零售网基础上。在国内成品油零售市场上,只有中石油、中石化具有网络规模优势,但是“两大”集团受以前行业垄断意识的影响,近几年才开始了品牌传播举动。受制于网络规模或公司实力等因素,其他外资、民营油站对品牌传播的重视程度也普遍较低。可以说整个行业品牌传播的进程都处于起步阶段。本文对A公司的品牌传播策略研究,也希望能对推动国内其他成品油零售企业的品牌传播起到借鉴价值。
[Abstract]:In modern society, with the product homogenization becoming more and more serious, the market competition is becoming more and more serious, and the brand has become a powerful competitive weapon for an enterprise to stand out in the competition. Brand construction is directly related to the development of enterprises. A strong brand is a brand with high reputation and good reputation, which can not only increase the attractiveness of the product and make the enterprise stand out in the fierce market competition, but also improve the customer loyalty and bring more potential customers to the enterprise. With the rapid development of the national economy, people's living standard is improving, the automobile is becoming more and more popular, the transportation industry is developing rapidly, and the demand for the social consumption of refined oil is increasing. Oil has increasingly become an important commodity related to economic development and people's livelihood, which is regarded as an important strategic resource by the state. Under the influence of the trend of economic globalization, the retail market of domestic refined oil products is gradually open to foreign enterprises, and multinational oil giants have carried out China through joint venture "marriage" one after another. In recent years, the retail market for refined oil products in China has gradually formed the petrol filling stations of Sinopec, PetroChina, and foreign capital brands. The pattern in which private social gas stations participate in the competition. As a typical representative of these foreign oil companies entering the domestic oil retail market, due to the late entry of the market, the network scale is small. Brand communication of company A is still in its infancy in domestic oil retail market, and there are some problems in brand communication. In this paper, the cognitive performance of consumers on the main competitive brands in the current market (including brand recognition, preference, loyalty, etc.) is obtained by means of market research. Based on the data of perception of brand image and price, the problems of brand communication in company A are analyzed. The "5W mode" of communication is also suitable for brand communication. This paper redefines and analyzes the factors of brand communication in A company, combining with the characteristics of the product oil retail industry and the problems faced in the brand communication of A company. Especially aiming at brand communication information, this paper puts forward that brand communication information is not only limited to brand name, logo, propagandizing words, but also the summary of corporate image identification system, and analyzes the concept, behavior and visual information of brand communication in company A. With the development of science and technology in recent years, the media environment is constantly changing, new media emerge in endlessly, traditional media decline day by day, it is obvious that only relying on a single communication channel can not meet the communication needs of enterprises. Integrated marketing communication has become the best choice for many enterprises to carry out brand communication. Based on the case of company A, this paper probes into the integrated marketing communication strategy of refined oil retail market, and analyzes in detail the emerging interactive communication of social media and the unique terminal communication of the industry. For offline retail enterprises, brand communication needs to be based on a certain scale of retail networks. In the domestic oil retail market, only PetroChina and Sinopec have the advantage of network scale, but the "two big" groups have been affected by the monopoly consciousness of the former industry, so in recent years they have started to spread their brands. Restricted by the network scale or company strength, other foreign capital, private oil stations generally pay less attention to brand communication. It can be said that the whole industry brand communication process is in its infancy. This paper studies the brand communication strategy of company A, and hopes to promote the brand communication of other domestic oil retail enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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