河北省原村土布品牌传播策略研究
发布时间：2018-10-09 17:53
【摘要】：进入21世纪以来,中国市场经济体系逐步完善,在市场经济中,品牌已经成为企业在市场竞争中获得成功的关键因素。它是一种无形的财产,品牌不仅仅只是商品的标志和名称,还能通过独有的、概念化和抽象的识别来体现商品之间的差别化,让人对其产生独有印象。企业不仅要将产品和服务销售给消费者,还要让消费者产生好感,从而反复的购买、宣传,形成品牌忠诚度,品牌已经成为企业争夺市场份额重要的非价格手段之一。因此企业要想在激烈的竞争中生存下去,必须在战略上高度重视品牌传播。本文以河北省原村土布品牌传播策略为研究对象,运用传播学和品牌学的知识,采用实地考察和资料分析法,通过定量和定性的研究方法对材料进行分析解构,找出原村土布进行品牌传播的可取之处,并针对其在传播中出现的品牌问题,提出改进策略。借此希望通过研究原村土布这一家的品牌传播问题,能够举一反三,探索整个传统工艺行业的品牌定位,提出能够为企业解决问题的有效方法和策略。
[Abstract]:Since the beginning of the 21st century, China's market economic system has been gradually improved. In the market economy, brand name has become the key factor for enterprises to succeed in market competition. It is an intangible property, brand is not only the logo and name of the goods, but also through unique, conceptual and abstract identification to reflect the difference between the goods, so that people have a unique impression of it. Enterprises should not only sell products and services to consumers, but also make consumers have good feelings, thus repeatedly purchase, propagate and form brand loyalty. Brand has become one of the most important non-price means for enterprises to compete for market share. Therefore, if enterprises want to survive in the fierce competition, they must attach great importance to brand communication strategically. This paper takes the brand communication strategy of original village soil cloth in Hebei Province as the research object, using the knowledge of communication and brand science, using field investigation and data analysis, analyzing and deconstructing the materials through quantitative and qualitative research methods. To find out the advantages of brand communication in the original village soil cloth, and to put forward the improvement strategy in view of the brand problems in the communication. It is hoped that by studying the brand communication problem of the original village earth cloth, we can draw a lesson from one another, explore the brand positioning of the whole traditional craft industry, and put forward effective methods and strategies to solve the problems for the enterprises.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5;G206
[Abstract]:Since the beginning of the 21st century, China's market economic system has been gradually improved. In the market economy, brand name has become the key factor for enterprises to succeed in market competition. It is an intangible property, brand is not only the logo and name of the goods, but also through unique, conceptual and abstract identification to reflect the difference between the goods, so that people have a unique impression of it. Enterprises should not only sell products and services to consumers, but also make consumers have good feelings, thus repeatedly purchase, propagate and form brand loyalty. Brand has become one of the most important non-price means for enterprises to compete for market share. Therefore, if enterprises want to survive in the fierce competition, they must attach great importance to brand communication strategically. This paper takes the brand communication strategy of original village soil cloth in Hebei Province as the research object, using the knowledge of communication and brand science, using field investigation and data analysis, analyzing and deconstructing the materials through quantitative and qualitative research methods. To find out the advantages of brand communication in the original village soil cloth, and to put forward the improvement strategy in view of the brand problems in the communication. It is hoped that by studying the brand communication problem of the original village earth cloth, we can draw a lesson from one another, explore the brand positioning of the whole traditional craft industry, and put forward effective methods and strategies to solve the problems for the enterprises.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5;G206
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本文编号：2260233
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