陕西果业品牌传播研究报告

发布时间：2018-01-16 14:26

本文关键词：陕西果业品牌传播研究报告　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：“品牌”一直是企业核心竞争力发展的重要一环,也是企业塑造自身形象,拓展市场的重要手段。“品牌”本就在传播的过程中诞生,结合传播学来看,品牌传播是从这门学科发展而来。因此研究品牌传播必须着眼于三个方面：品牌传播在市场当中就像一个标杆,成为企业立于不败之地的关键；品牌传播与媒介有着天然的联系,并且媒介服务于品牌传播；整合营销把品牌传播放在了第一位,成为营销中的新理念。根据品牌传播的着眼点,我们可以归纳出品牌传播的特点：聚合性、目标性、多元性、系统性。由此,以品牌传播的研究为基础,对陕西果业的品牌传播进行分析和探讨,再对陕西果业致力于打造“全国第一,世界领先”的品牌形象,在品牌传播中有哪些亮点,又有哪些亟待解决的问题,都是本文论述的核心要点。陕西果业在近些年有着瞩目的进步,作为陕西农业及农产品发展的助推力,拥有属于自身的品牌是进一步提高陕西果业在国内外市场的竞争力的重要有效手段,本文主要对品牌和品牌传播、陕西果业品牌传播现状、陕西果业品牌传播未来发展展望三个方面进行论述和讨论。集中分析研究未来陕西果业品牌传播的发展是本文的落脚点,是为了陕西果业的发展阐述些笔者经过调查研究后的观点及想法。诚然,本文在论述过程中肯定有许多不足,在未来的研究中,会做进一步的调查研究。
[Abstract]:"Brand" has always been an important part of the development of the core competitiveness of enterprises, but also an important means for enterprises to shape their own image and expand the market. "Brand" was born in the process of communication, from the perspective of communication. Brand communication is developed from this discipline. Therefore, the study of brand communication must focus on three aspects: brand communication is like a benchmark in the market and becomes the key to an invincible enterprise; Brand communication and media have a natural relationship, and the media serve brand communication; Integrated marketing puts brand communication first and becomes a new concept in marketing. According to the focus of brand communication, we can conclude the characteristics of brand communication: polymerization, goal, diversity. Therefore, based on the research of brand communication, this paper analyzes and discusses the brand communication of Shaanxi fruit industry, and then devotes to build the brand image of "national first, world leading" for Shaanxi fruit industry. Which bright spots in brand communication and what problems to be solved are the core points of this paper. Shaanxi fruit industry has made remarkable progress in recent years as a boost to the development of agriculture and agricultural products in Shaanxi. Owning its own brand is an important and effective means to further improve the competitiveness of Shaanxi fruit industry at home and abroad. This paper mainly focuses on brand and brand communication, Shaanxi fruit brand communication status quo. The future development of Shaanxi fruit brand communication is discussed and discussed in three aspects. Focusing on the future development of Shaanxi fruit brand communication is the foothold of this paper. It is for the development of Shaanxi fruit industry to expound some viewpoints and ideas of the author after investigation and research. Indeed, this paper certainly has many shortcomings in the process of discussion, and will do further investigation and study in the future research.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.5

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