蓝鸟科技电子有限公司品牌网络化推广研究

发布时间：2018-11-03 07:57

【摘要】：随着网络基础设施不断完善,物流四通八达发展,第三方付款方式及诚信制度的不断建立及成熟,使网络经济发展迅速,网购及网络营销已成为一种工作、生活及消费方式及习惯。如何巩固传统品牌建设的现有成果,将线下品牌网络化,并利用网络进行推广传播,稳固现有客户群,不断开拓市场,已成为一种趋势及必然。与传统品牌营销相比,品牌网络营销有其共性,其中包括公司战略,品牌定位,产品线选择及定位,市场价位,季节促销,营运模式,客户关系营销等,同时也有其差异性,根植于网络,复制性强,时效快,较高的抽象性,注重交互性,针对性强等。本文首先研究分析蓝鸟科技电子有限公司目前品牌网络化的现状、问题点、成因等,提出品牌化的必要性,然后进一步分析了品牌网络化的内外部环境、影响因素及相互关系,阐明了品牌网络化原则、目标,并提出了品牌网络化的方案、步骤与方法、实施措施与评估。最后以AIRCAS消费者行业模式为主线,穿插了几种网络推广工具的使用方法及注意事项,如EMAIL营销,电子商务推广平台,企业网站,搜索引擎,IM在线工具等,并结合有效的线下推广,以便更有效地进行品牌推广,不断扩大营销,实现企业利润最大化。
[Abstract]:With the continuous improvement of network infrastructure, the development of logistics, the establishment and maturity of third-party payment methods and credit system, the rapid development of network economy, online shopping and network marketing have become a kind of work. Life and consumption patterns and habits. How to consolidate the existing achievements of traditional brand construction, to network the offline brand, and to use the network to promote and spread, to stabilize the existing customer base and to continuously open up the market, has become a trend and inevitable. Compared with traditional brand marketing, brand network marketing has its commonness, including company strategy, brand positioning, product line selection and positioning, market price, season promotion, operation mode, customer relationship marketing, etc. Rooted in the network, reproduction is strong, fast, high abstract, attention to interaction, strong pertinence and so on. This paper first studies and analyzes the current situation, problems and causes of brand networking in Bluebird Technology Electronics Co., Ltd., then puts forward the necessity of brand branding, and then further analyzes the internal and external environment, influencing factors and mutual relations of brand networking. This paper expounds the principles and objectives of brand networking, and puts forward the scheme, steps and methods, implementation measures and evaluation of brand networking. Finally, taking the AIRCAS consumer industry model as the main line, the paper intersperses the usage methods and precautions of several kinds of network promotion tools, such as EMAIL marketing, e-commerce promotion platform, enterprise website, search engine, IM online tools, etc. Combined with effective offline promotion, in order to promote the brand more effectively, constantly expand marketing, and realize the maximization of enterprise profits.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.63

【共引文献】