青岛啤酒品牌深度传播策略探究

发布时间：2018-04-01 05:22

本文选题：品牌传播　切入点：品牌深度传播　出处：《中国海洋大学》2014年硕士论文

【摘要】：随着市场竞争的愈加激烈，企业已经非常重视品牌的塑造，品牌资产不断提高。然而部分高品牌资产价值的企业在市场竞争中并没有体现出与其品牌价值相匹配的市场竞争力。在啤酒行业里，青岛啤酒作为我国啤酒行业的领导者，是百年品牌企业，品牌内涵比较深厚，品牌资产位居行业第一；而在竞争面前，青岛啤酒并没有很好的将这种品牌魅力转换成市场竞争力。尽管品牌投入不断增加，但青岛啤酒仍然面临着高美誉度低竞争力、消费者青睐度下降、市场发展平淡等问题。由于青岛啤酒塑造的品牌内涵较为健康，所以，面对青岛啤酒高美誉度低竞争力等品牌发展困境，我们需要从传播的角度研究相应策略来提升青岛啤酒品牌竞争力。青岛啤酒如何采用品牌深度传播策略来改变品牌发展困境是论文研究的重点。文中利用个案研究和定性分析法，通过对青岛啤酒品牌营销状况进行分析，找出存在问题，并结合当前媒介、消费者及传播趋势的变化，提出了青岛啤酒品牌深度传播概念和策略。当前人们已进入新媒体时代，传统媒体地位下降，媒介呈现碎片化趋势，消费者的注意力紧缺，媒介环境和习惯都发生变化，品牌传播手段和方式亟需创新，品牌深度传播概念应运而生。品牌深度传播是以人文主义精神和品牌的核心价值为指导，通过创新整合传播链资源，创新传播形式与内容，将品牌文化沁入受众心智，触动甚至改变受众认知与情感，同时让受众参与到品牌建设中，参与互动、参与传播，增进品牌与消费者的紧密关系，进而增强品牌竞争力与资产。论文从青岛啤酒的品牌传播实际出发提出了文化驱动策略、聚心策略、参与策略、社会化媒体策略、整合策略等品牌深度传播策略，试图解决青岛啤酒品牌发展困境。青岛啤酒品牌深度传播是以品牌文化和价值观为纽带与消费者建立起牢固的关系，整合传播链资源，利用社会化媒体平台，将情感化、娱乐化、个性化的传播内容传递给受众，将受众的心聚拢到企业品牌空间里，引导他们主动传播与互动沟通，进而感受到品牌个性和价值，引起他们的认同与共鸣，实现受众心理需求的满足。由此，青岛啤酒将打破当前品牌发展困境，，大大提高品牌竞争力，发挥百年品牌实力，走上品牌驱动发展的快车道。论文从品牌传播的角度研究如何通过创新品牌传播方式和策略改变青岛啤酒品牌发展困境，真正发挥青岛啤酒高美誉度下的品牌竞争力。论文创新性的提出品牌深度传播概念，并通过实施品牌深度传播策略，解决青岛啤酒品牌发展问题。这些策略和经验也为其他企业的品牌发展提供有效的借鉴。特别是对于高品牌价值、低竞争力的企业，通过品牌深度传播，让品牌沁入到受众的内心，建立品牌和受众的亲密关系，更好的发挥品牌实力，助力企业的市场竞争。
[Abstract]:With the increasingly fierce market competition, enterprises have attached great importance to the creation of brands, brand assets continue to improve.However, some enterprises with high brand equity value do not reflect the market competitiveness matching their brand value in the market competition.In the beer industry, Tsing Tao Beer, as the leader of China's beer industry, is a 100-year brand enterprise with a deep brand connotation and the first brand asset in the industry; however, in the face of competition,Tsing Tao Beer is not very good will this brand charm into market competitiveness.Despite the increasing investment in the brand, Tsing Tao Beer still faces problems such as high reputation, low competitiveness, declining consumer favor and flat market development.Because of the healthy brand connotation created by Tsing Tao Beer, we need to study the corresponding strategies from the perspective of communication in order to enhance the brand competitiveness of Tsing Tao Beer in the face of the difficulties of brand development such as the high reputation and low competitiveness of Tsing Tao Beer.Tsing Tao Beer how to adopt brand depth communication strategy to change the plight of brand development is the focus of this paper.By using case study and qualitative analysis, this paper analyzes the marketing situation of Tsing Tao Beer brand, finds out the existing problems, and combines the changes of media, consumers and communication trends.Put forward the concept and strategy of Tsing Tao Beer brand depth communication.At present, people have entered the new media age, the status of traditional media has declined, the media has shown a fragmented trend, the attention of consumers is short, the media environment and habits have changed, and the means and methods of brand communication need to be innovated.The concept of brand depth communication came into being.Brand deep communication is guided by humanism spirit and brand core value, through innovation and integration of communication chain resources, innovation communication form and content, brand culture into the mind of the audience, touch or even change the audience cognition and emotion.At the same time, let the audience participate in the brand construction, participate in the interaction, participate in the dissemination, enhance the close relationship between the brand and the consumer, and then enhance the brand competitiveness and assets.Based on Tsing Tao Beer's brand communication practice, this paper puts forward some strategies such as culture-driven strategy, focus strategy, participation strategy, social media strategy, integration strategy and so on.The deep communication of Tsing Tao Beer brand is based on brand culture and values to establish a strong relationship with consumers, integrate the resources of communication chain, use social media platform, will be emotional, entertainment, personalized communication content to the audience.The audience will gather their hearts into the enterprise brand space, lead them to actively spread and interactive communication, and then feel the brand personality and value, cause their identity and resonance, achieve the psychological needs of the audience.Therefore, Tsing Tao Beer will break the current plight of brand development, greatly improve brand competitiveness, give play to 100 years of brand strength, and enter the fast track of brand driven development.From the perspective of brand communication, this paper studies how to change Tsing Tao Beer's brand development dilemma by innovating brand communication methods and strategies, so as to give full play to the brand competitiveness under the high reputation of Tsing Tao Beer.This paper innovatively puts forward the concept of brand depth communication, and solves the problem of Tsing Tao Beer brand development by implementing brand depth communication strategy.These strategies and experiences also provide effective reference for the brand development of other enterprises.Especially for the enterprises with high brand value and low competitiveness, through the deep dissemination of the brand, let the brand into the heart of the audience, establish a close relationship between the brand and the audience, better play the brand strength, help enterprises to compete in the market.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82;G206

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