世豪金品公司品牌形象塑造及传播研究

发布时间：2018-06-15 15:06

本文选题：贵金属制品 + 品牌塑造　；参考：《兰州大学》2014年硕士论文

【摘要】：2002年10月上海黄金交易所的正式成立,标志着中国黄金市场正式全面开放,与货币市场、证券市场及外汇市场一起构成中国的金融市场体系。贵金属通常是指黄金、白银和铂金等几种价格昂贵、外表美观、化学性质稳定、具有较强保值能力的金属,其中黄金的地位尤其重要。随着社会经济的发展和人们生活水平的提高,贵金属制品越来越受到消费者的青睐,而随着财富及人们对改善生活品质的愿望不断增加,实现尊贵与体面的精神需求意愿亦越来越强,消费者更加注重品牌形象与品牌形象的社会效应,因而品牌形象的塑造与传播日益受到了贵金属制品企业的关注。世豪金品公司是注册于上海的一家私营股份制有限公司,主要面向国内市场从事贵金属制品的研发与销售、投资与咨询业务。随着国内贵金属市场的开放与成熟,贵金属制品市场发生了深刻的变化,贵金属制品日渐丰富并逐步细化,市场竞争环境越来越激烈,越来越多的企业将品牌的形象塑造与传播提升到了企业发展战略的层面。其复杂与竞争激烈的外部环境使世豪金品公司面临巨大的市场压力,对其品牌形象塑造与传播予以研究非常必要。本文通过市场调研、数据分析、实证研究等方式对世豪金品所在行业进行研究,对品牌形象塑造与传播的国内外研究现状、品牌形象塑造的载体、传播的意义及特点、贵金属制品品牌形象塑造与传播现状进行了梳理,对世豪金品品牌形象塑造与传播展开剖析,探讨分析了品牌形象塑造与传播的重要意义,归纳了世豪金品公司当前运营中存在的阻碍品牌形象塑造与传播的影响因素,并结合相关品牌形象塑造与传播理论,以及公司实际运营情况,从公司管理塑造、企业文化塑造、差异化塑造、服务塑造等方面最终分析提出了世豪金品公司品牌形象塑造与传播的有效策略。
[Abstract]:The formal establishment of the Shanghai Gold Exchange in October 2002 marks the full opening of China's gold market, which, together with the money market, the securities market and the foreign exchange market, constitutes China's financial market system. Precious metals usually refer to several kinds of metals, such as gold, silver and platinum, which are expensive in price, beautiful in appearance, stable in chemical properties and strong in value of value, in which gold plays a particularly important role. With the development of social economy and the improvement of people's living standard, precious metal products are more and more popular among consumers, and with the increasing of wealth and people's desire to improve the quality of life, The desire to realize honor and decency is becoming stronger and stronger, and consumers pay more attention to the social effects of brand image and brand image. Therefore, the molding and dissemination of brand image has been paid more and more attention by precious metal products enterprises. Shihao Gold Co., Ltd. is a private joint-stock company registered in Shanghai, mainly engaged in the domestic market in the development and sale of precious metal products, investment and consulting business. With the opening and maturity of the domestic precious metal market, the precious metal products market has undergone profound changes, the precious metal products are increasingly rich and gradually refined, and the market competition environment is becoming more and more fierce. More and more enterprises promote the brand image to the level of enterprise development strategy. Because of its complex and competitive external environment, the company is facing great market pressure, so it is necessary to study its brand image creation and dissemination. In this paper, through market research, data analysis, empirical research and other ways to study the industry of Shihao gold products, the domestic and foreign research status of brand image shaping and dissemination, the carrier of brand image shaping, the significance and characteristics of communication, etc. The status quo of brand image shaping and spreading of precious metal products is combed out, and the significance of brand image shaping and spreading is discussed. This paper summarizes the influence factors that hinder the brand image creation and dissemination in the current operation of Shihao Gold products Company, and combines with the related brand image shaping and communication theory, as well as the actual operation of the company, from the aspects of corporate management, corporate culture, and so on. Finally, the author puts forward the effective strategy of brand image creation and communication in the aspects of differentiation and service.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F273.2

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