网络原创品牌的设计与营销策略研究
发布时间：2018-10-14 16:09
【摘要】：如今,随着互联网在国民生活中的进一步普及,网络购物已经进入了全新的阶段。依托于体系日益完善的第三方购物平台,网络原创品牌也迎来了前所未有的发展机会和严峻的挑战。处在产品同质化现象普遍的时代大背景下,面对消费者有限的心智空间和日趋多样的需求时,网络原创品牌如何在资金匮乏、人手不足的情况下,完成对品牌的设计、推广与运营成为了几乎所有网络原创品牌需要解决的问题。本文第一章首先介绍了网络原创品牌的研究背景,梳理了网络原创品牌的发展脉络,提出了写作动机与研究目的,介绍了本文的研究构架。第二部分首先对网络原创品牌现阶段所面临的机遇与挑战进行了整理,接着梳理、阐述了现代营销学的主要理论和TEPS电商品牌传播模型的构成运作原理,并通过SWOT态势分析和STP理论对其进行了分析与总结,提出了单一地使用营销要素组合是远远不够的,对品牌的视觉塑造和推广是网络原创品牌成功路上必须面对和解决的最为棘手的问题。本文的第三部分以网络原创品牌的现状为根据,对TEPS电商品牌传播模型进行了相应的调整。提出了以品牌视觉化为核心的TEPS改良模型,并对具体的设计策略进行了介绍。第四部分将具体的设计策略应用到了具体的网络原创品牌PLUMO怪兽大联盟的品牌运营与推广中。并通过产品销量、买家反馈的方式对基于TEPS的网络原创品牌营销模型进行了评估,结果显示产品销量有大幅度的提升,消费者对产品的投诉量明显下降。本文的第五章对全文进行了总结并展望了下一步的研究方向。
[Abstract]:Now, with the further popularization of Internet in national life, online shopping has entered a new stage. Relying on the perfect third-party shopping platform, the network original brand also ushered in unprecedented development opportunities and severe challenges. Under the background of the general phenomenon of homogenization of products, in the face of consumers' limited mental space and increasingly diverse needs, how to complete the design of the brand under the circumstance of lack of funds and manpower, Promotion and operation have become almost all the original brand network to solve the problem. The first chapter introduces the research background of the network original brand, combs the development of the network original brand, puts forward the writing motivation and research purpose, and introduces the research framework of this paper. The second part first sorts out the opportunity and challenge that the network original brand faces at the present stage, then combs, expounds the main theory of modern marketing and the composing and operation principle of TEPS electric brand spread model. And through the SWOT situation analysis and the STP theory to carry on the analysis and the summary to it, proposed that the single use marketing essential factor combination is far from enough, The visual modeling and promotion of brand is the most difficult problem that must be faced and solved on the successful road of network original brand. The third part of this paper, based on the current situation of the original brand, adjusts the transmission model of TEPS brand. An improved TEPS model with brand visualization as its core is proposed, and the specific design strategy is introduced. The fourth part applies the specific design strategy to the brand operation and promotion of the network original brand PLUMO monster. Through the way of product sales and buyer feedback, this paper evaluates the online original brand marketing model based on TEPS. The results show that the sales volume of the product has a significant increase, and the amount of consumer complaints against the product has decreased significantly. The fifth chapter summarizes the full text and looks forward to the next research direction.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J505
[Abstract]:Now, with the further popularization of Internet in national life, online shopping has entered a new stage. Relying on the perfect third-party shopping platform, the network original brand also ushered in unprecedented development opportunities and severe challenges. Under the background of the general phenomenon of homogenization of products, in the face of consumers' limited mental space and increasingly diverse needs, how to complete the design of the brand under the circumstance of lack of funds and manpower, Promotion and operation have become almost all the original brand network to solve the problem. The first chapter introduces the research background of the network original brand, combs the development of the network original brand, puts forward the writing motivation and research purpose, and introduces the research framework of this paper. The second part first sorts out the opportunity and challenge that the network original brand faces at the present stage, then combs, expounds the main theory of modern marketing and the composing and operation principle of TEPS electric brand spread model. And through the SWOT situation analysis and the STP theory to carry on the analysis and the summary to it, proposed that the single use marketing essential factor combination is far from enough, The visual modeling and promotion of brand is the most difficult problem that must be faced and solved on the successful road of network original brand. The third part of this paper, based on the current situation of the original brand, adjusts the transmission model of TEPS brand. An improved TEPS model with brand visualization as its core is proposed, and the specific design strategy is introduced. The fourth part applies the specific design strategy to the brand operation and promotion of the network original brand PLUMO monster. Through the way of product sales and buyer feedback, this paper evaluates the online original brand marketing model based on TEPS. The results show that the sales volume of the product has a significant increase, and the amount of consumer complaints against the product has decreased significantly. The fifth chapter summarizes the full text and looks forward to the next research direction.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J505
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