果然自在品牌策划方案分析

发布时间：2018-07-03 15:03

本文选题：互联网 + 体验经济　；参考：《河北大学》2017年硕士论文

【摘要】：网络已经改变了人类生活,“人们可以离开书籍,但是不能离开网络”。今天使用网络进行生活、学习、娱乐已经成为了人类的基本行为习惯,成为了人类历史上不可磨灭的一个环节。其中对于企业而言,尤其是传统企业,互联网的存在对其带来了巨大的冲击。对于消费者而言互联网的便捷、高效、低价的使用成本,严重冲击了传统企业的线下销售,而新兴的互联网企业,紧握时代潮流,在互联网中深耕细作,攫取了大量利润,严重威胁到了传统企业的发展。那么传统企业如何因地制宜,找到自己合适的品牌升级之路,则尤为重要!在这样的形势下,本文将阐述“果然自在”如何借力互联网进行品牌的升级,打造出符合自身的互联网发展模式。此次研究包括市场调研、消费者研究、品牌规划、视觉规划、渠道规划、事件营销等六个部分,以此打造完善的、科学的品牌,从而达到“用对互联网、用好互联网、用互联网进行传播并提升品牌产品的销量”。此次论文的组成部分包括:第一部分主要阐述研究对象、目的及意义;第二、三、四部分将说明“果然自在”如何利用互联网打造自身独特的品牌、渠道、传播手法,提升消费者的体验。并通过此次研究,希望能为传统企业的转型提供值得参考的方案和运营原理。
[Abstract]:The Internet has changed human life, "people can leave books, but can not leave the Internet." Today, the use of the Internet for life, learning, entertainment has become the basic behavior of human habits, has become an indelible link in human history. For enterprises, especially traditional enterprises, the existence of the Internet has brought a huge impact on it. For consumers, the convenience, efficiency and low cost of using the Internet have seriously impacted the offline sales of traditional enterprises, while the emerging Internet enterprises have grasped the trend of the times, ploughed deep into the Internet and made a lot of profits. A serious threat to the development of traditional enterprises. So the traditional enterprise how to adapt to local conditions, find their own suitable brand upgrade road, it is particularly important! In such a situation, this article will explain how to use the Internet to upgrade the brand and create an Internet development model that conforms to its own. The research includes six parts: market research, consumer research, brand planning, visual planning, channel planning, event marketing, and so on, in order to build a sound and scientific brand, thus achieving "use the Internet, use the Internet well," Using the Internet to spread and increase the sales of brand products. The composition of this paper includes: the first part mainly elaborates the research object, the purpose and the significance; the second, third, four parts will explain how "really comfortable" how to use the Internet to create its own unique brand, channel, dissemination method, Enhance the consumer's experience. And through this research, I hope to provide the plan and operation principle for the transformation of traditional 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】：F273.2

【参考文献】