四川长虹公司的创新视觉营销研究
发布时间：2018-09-02 09:43
【摘要】：在当今市场竞争日益激烈的环境下,一家企业如果没有一个切合实际的、有新意的市场营销战略来引导企业的经营,那么很难在激烈的市场竞争中脱颖而出。因而选择有效的营销手段就显得尤为重要。因此,本文以视觉营销这一创新营销手段作为切入点进行分析。视觉营销的概念及理论从提出至今,一直在不断的发展与完善,其理论被广泛的应用于市场营销活动中,然而真正能创新性的使用该理论,提升企业在市场营销活动中表现的却并不多。创新视觉营销的实践就是要遵从“先感知,后反应”的营销哲学,从感知方面改变消费者,提高他们对目标品牌的选择性注意,减少选择性曲解,最终选择性保留。在消费之前就将相关品牌的信息植入他们的记忆当中,左右消费行为。本文在对视觉营销概念以及演变进程回顾的基础上,分析了美国孩之宝公司与中国海尔公司创新视觉营销实践的成功案例,在总结了其视觉营销成功的经验后,结合四川长虹的发展战略及品牌定位,分析了长虹公司在营销传播过程中应该如何有效创新使用视觉营销的理论,结合有效的传播渠道来达到有效的品牌传播目的,从而更好的支撑四川长虹的发展战略。
[Abstract]:In today's increasingly fierce market competition, if an enterprise does not have a realistic, innovative marketing strategy to guide the business, it is difficult to stand out in the fierce market competition. Therefore, the choice of effective marketing means is particularly important. Therefore, this article takes the visual marketing as the innovation marketing means to carry on the analysis. The concept and theory of visual marketing has been continuously developed and perfected since it was put forward, and its theory has been widely used in marketing activities. However, it can be used innovatively. The promotion enterprise in the marketing activity performance actually is not many. The practice of innovative visual marketing is to follow the marketing philosophy of "first perception, then reaction", change consumers' perception, improve their selective attention to the target brand, reduce the misinterpretation of selectivity, and finally retain selectively. Relevant brand information is embedded in their memory before consumption, affecting consumption behavior. On the basis of reviewing the concept and evolution of visual marketing, this paper analyzes the successful cases of American Hasbro Company and Haier Company of China in innovating visual marketing practice, and summarizes its successful experience in visual marketing. Combined with Sichuan Changhong's development strategy and brand positioning, this paper analyzes how Changhong Company should effectively innovate and use visual marketing theory in the process of marketing communication, and combine effective communication channels to achieve effective brand communication purposes. In order to better support Sichuan Changhong's development strategy.
【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】：F274;F426.6
本文编号：2218977
[Abstract]:In today's increasingly fierce market competition, if an enterprise does not have a realistic, innovative marketing strategy to guide the business, it is difficult to stand out in the fierce market competition. Therefore, the choice of effective marketing means is particularly important. Therefore, this article takes the visual marketing as the innovation marketing means to carry on the analysis. The concept and theory of visual marketing has been continuously developed and perfected since it was put forward, and its theory has been widely used in marketing activities. However, it can be used innovatively. The promotion enterprise in the marketing activity performance actually is not many. The practice of innovative visual marketing is to follow the marketing philosophy of "first perception, then reaction", change consumers' perception, improve their selective attention to the target brand, reduce the misinterpretation of selectivity, and finally retain selectively. Relevant brand information is embedded in their memory before consumption, affecting consumption behavior. On the basis of reviewing the concept and evolution of visual marketing, this paper analyzes the successful cases of American Hasbro Company and Haier Company of China in innovating visual marketing practice, and summarizes its successful experience in visual marketing. Combined with Sichuan Changhong's development strategy and brand positioning, this paper analyzes how Changhong Company should effectively innovate and use visual marketing theory in the process of marketing communication, and combine effective communication channels to achieve effective brand communication purposes. In order to better support Sichuan Changhong's development strategy.
【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】：F274;F426.6
【参考文献】
相关期刊论文 前1条
1 刘建堤;;视觉营销及其演进探析[J];经济研究导刊;2013年03期
，本文编号：2218977
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