佰草集品牌塑造与传播研究

发布时间：2018-01-13 19:15

本文关键词：佰草集品牌塑造与传播研究　出处：《四川外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：有关研究表明，品牌尤其是强势品牌可以为公司创造巨大的价值，公司应该专注于管理品牌概念的传播过程，从而创造品牌的无形资产。各项研究普遍认为，品牌、品牌塑造与文化有着密切联系。如若不考虑文化因素，便永远无法对品牌的相关问题展开深入透彻的研究。本文基于一种新兴的文化式品牌塑造原理，对国产护肤品品牌——佰草集的品牌塑造和传播进行了分析和研究，旨在说明品牌不仅只是产品或服务的代名词，也是一种感性的实体，需要进行塑造与传播。本文首先回顾了现有的有关品牌理论、品牌文化和品牌传播的资料，并指出了本研究的理论意义和现实意义。在描述了三种常见的品牌塑造理论之后，集中分析了一种新兴理论——文化式品牌塑造理论。前三种品牌塑造理论有其优势，但不足以塑造一个成功的偶像品牌。由于全面融汇了营销组合、客户满意度等要素，文化式品牌塑造理论对品牌经理制定合适的品牌战略有着导向作用。本文接下来着重描述并分析了佰草集的品牌塑造战略。家化旗下的佰草集品牌作为文化式品牌塑造理论的成功典范，很好地阐释了文化式品牌塑造理论的要义。在这一部分，文章主要讨论了佰草集品牌的概念定位、概念推进、深化品牌定位的原则和传播网络的构建。然后本文通过实证研究，验证了佰草集的文化式品牌塑造手段有着良好的传播效果，，通过广告效果分析以及构建“品牌概念影响购买行为”模型，通过文献研究、市场调研等方法，提出了4个假设，并建立假设关系模型，利用统计软件SPSS21.0和结构方程模型软件AMOS21.0对数据的信度、效度和模型的拟合度进行验证和解析，以此获得相关的实验结果。市场上的国货护肤品种类繁多，但始终缺乏品牌的文化内涵，一直无法告别“卖白菜价，赚辛苦钱”的困境。受佰草集的文化式品牌塑造战略启发，文章在最后一部分为国产品牌的塑造和传播提出了几点建议。
[Abstract]:Research shows that brands, especially strong brands, can create great value for the company, companies should focus on the management of the brand concept of the dissemination process, thus creating the intangible assets of the brand. Brand, brand shaping and culture are closely related. If we do not consider cultural factors, we will never be able to carry out a thorough study of brand related issues. This paper is based on a new cultural brand shaping principle. This paper analyzes and studies the brand shaping and dissemination of domestic skin care brand-Baicaoji in order to show that brand is not only the synonym of product or service, but also a kind of perceptual entity. It needs to be shaped and disseminated. This paper first reviews the existing information on brand theory, brand culture and brand communication, and points out the theoretical and practical significance of this study. Focusing on a new theory-cultural brand shaping theory. The first three brand shaping theory has its advantages, but not enough to create a successful idol brand. Because of the comprehensive integration of the marketing mix. Factors such as customer satisfaction, cultural brand shaping theory for brand managers to formulate appropriate brand strategy has a guiding role. Next, this paper describes and analyzes the brand shaping strategy of Baicaoji, which is a successful example of cultural brand shaping theory. In this part, the paper mainly discusses the concept positioning, concept promotion, deepening the principles of brand positioning and the construction of communication network. Then, through the empirical research, this paper verifies that the cultural brand shaping method of Baicao set has good communication effect, through advertising effect analysis and building "brand concept influence purchase behavior" model. Through literature research, market research and other methods, we put forward four hypotheses, and set up a hypothetical relationship model. The statistical software SPSS21.0 and the structural equation model software AMOS21.0 are used to verify and analyze the reliability, validity and fitting of the model, and the experimental results are obtained. There are many kinds of domestic skin care products in the market, but they lack the cultural connotation of the brand all the time, so they can not say goodbye to the dilemma of "selling cabbage price and making hard money". In the last part of the article, some suggestions are put forward for the creation and dissemination of domestic brands.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.72

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