从媒体策略角度研究青岛啤酒的品牌营销
发布时间：2019-01-05 12:43
【摘要】：“青岛啤酒”在长期的品牌营销过程中奠定了“青岛啤酒”在国内啤酒类饮品品牌中的龙头老大位置,在其中,其媒体策略发挥了相当重要的作用,所以青岛啤酒在媒体策略方面的经验和教训具有相当的研究意义。 本文主要以“青岛啤酒”品牌为研究对象,从媒体关系理论出发,以媒体策略角度分析青岛啤酒品牌营销。全文共分为5个部分。第1部分包括第一章和第二章,是绪论以及概念阐述,将品牌营销和媒体策略的概念和理论背景做了说明。第2部分,梳理清楚青岛啤酒百年品牌的发展历史,按照发展阶段进行了详细分析。第3部分,从媒体关系角度对青岛啤酒的品牌定位、媒体营销策略和媒体关系处理机制做了研究。第4部分,为了更加详细解析青岛啤酒品牌的品牌营销和媒体策略,本文挑选了具有代表性的营销案例进行深入研究。第5部分,在前文基础上进行总结,提出青岛啤酒品牌营销中可以借鉴的媒体策略。 本文从媒体关系角度阐释青岛啤酒的百年品牌之路,希望能够抛砖引玉,在品牌营销和媒体策略方面做出有益的研究。
[Abstract]:"Tsing Tao Beer" has established the leading position in the domestic beer beverage brand in the long-term brand marketing process, in which its media strategy has played a very important role. So Tsing Tao Beer's experience and lessons in media strategy have considerable significance. This article mainly takes Tsing Tao Beer brand as the research object, embarks from the media relations theory, from the media strategy angle analysis Tsing Tao Beer brand marketing. The full text is divided into five parts. The first part includes the first chapter and the second chapter, is the introduction and the concept elaboration, has made the explanation to the brand marketing and the media strategy concept and the theory background. The second part, combs the Tsing Tao Beer hundred years brand development history, has carried on the detailed analysis according to the development stage. The third part studies Tsing Tao Beer's brand positioning, media marketing strategy and media relationship processing mechanism from the angle of media relations. In the fourth part, in order to analyze Tsing Tao Beer's brand marketing and media strategy in more detail, this paper selects representative marketing cases for further study. The fifth part, on the basis of the previous summary, put forward Tsing Tao Beer brand marketing can learn from the media strategy. This paper, from the angle of media relations, explains Tsing Tao Beer's brand road for a hundred years, hoping to offer some useful research on brand marketing and media strategy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274
本文编号：2401796
[Abstract]:"Tsing Tao Beer" has established the leading position in the domestic beer beverage brand in the long-term brand marketing process, in which its media strategy has played a very important role. So Tsing Tao Beer's experience and lessons in media strategy have considerable significance. This article mainly takes Tsing Tao Beer brand as the research object, embarks from the media relations theory, from the media strategy angle analysis Tsing Tao Beer brand marketing. The full text is divided into five parts. The first part includes the first chapter and the second chapter, is the introduction and the concept elaboration, has made the explanation to the brand marketing and the media strategy concept and the theory background. The second part, combs the Tsing Tao Beer hundred years brand development history, has carried on the detailed analysis according to the development stage. The third part studies Tsing Tao Beer's brand positioning, media marketing strategy and media relationship processing mechanism from the angle of media relations. In the fourth part, in order to analyze Tsing Tao Beer's brand marketing and media strategy in more detail, this paper selects representative marketing cases for further study. The fifth part, on the basis of the previous summary, put forward Tsing Tao Beer brand marketing can learn from the media strategy. This paper, from the angle of media relations, explains Tsing Tao Beer's brand road for a hundred years, hoping to offer some useful research on brand marketing and media strategy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274
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