中国元素策略在内蒙古整合营销传播中的应用

发布时间：2018-01-14 05:21

  本文关键词：中国元素策略在内蒙古整合营销传播中的应用　出处：《内蒙古师范大学》2008年硕士论文　论文类型：学位论文

  更多相关文章： 中国元素 中国消费者心理特征 整合营销传播

【摘要】： “上善若水。水善利万物而不争,处众人之所恶,故几于道。居善地,心善渊,与善仁,言善信,正善治,事善能,动善时。夫唯不争,故无忧。”“以其不争,故天下莫能与之争,此乃效法水德也。水几于道;道无所不在,水无所不利,避高趋下,未尝有所逆,善处地也;空处湛静,深不可测。善为渊也;损而不竭,施不求报,善为仁也……” 二十一世纪初,中国已经在改革开放的浪潮中颠簸奋进了三十年,经历了一系列经济,文化的重大变革后,中国人在自身文化与精神生活中开始觉醒;中国社会人群的整体自我意识开始逐渐发展、成熟。越来越多的中国人开始从中华千年发展史中寻找变革的经验与螺旋性发展的趋势,开始从一度传承又被中断的经典文化中寻找指向未来的文化发展方向与现存事物的存在根基。 在这样的时代潮流中,“中国元素”被广告与设计界一再提出。但是,什么是“中国元素”?“中国元素”能为我们带来什么样的利益?“中国元素”在行销中的应用价值是什么?“中国元素”如何应用在广告设计与营销策划当中?这样的一系列问题的答案将在下面的文章中进一步探讨。 现实的行销与广告案例中,我们经常会看到对于中国历史元素、中国民俗元素、以及中国次文化元素的错误的运用,例如:文化题材的娱乐化借用实现了广告和产品信息的传播,达到了提高销售业绩与提升企业形象的目的,但留下的却是被歪曲与亵渎的文化与历史事实,并且谬种流传,无以复加。或者,有些企业的自身定位、产品的核心价值与所借用的中国元素本质上不符合,出现信息错位与断层,企业用广告传播这把双刃剑出鞘自刎。这样的现实下,对于中国元素所植根的中国文化、企业、产品、受众消费者,怎样协调各种矛盾使这四方利益均不至受损,能够以上善若水为最终原则的实用策略亟待出现。对于所要解决的诸多矛盾与问题,本文主要在三个方面进行研究与探讨,分别是中国元素的涵盖范围、中国元素的存在价值、以内蒙古地产营销为切入点研究中国元素在内蒙古整合营销传播中的应用方法。针对中国元素的涵盖范围进行探讨,并对中国元素所具体涉及的项目内容进行了精确的列举与定位,以便在对中国元素的应用方面能够做到用之有物。在中国元素的应用价值方面,本文主要针对中国现时代消费者心理与消费者价值观进行深入研究,为中国元素在整个中国社会意识形态中找到正确的位置和应用价值。
[Abstract]:"good is like water. Water is good for all things and undisputable, so it is almost in the way of the people. In the land of good, the heart is good and deep, and good benevolence, good words and faith, good governance, good things, when good, when the husband is indisputable." Therefore, no worries. "" with its indisputable, so the world can not compete with it, this is to follow the example of water virtue is also. Road is everywhere, water is not unfavorable, avoid the high trend, there is no rebellion, good land is also; The empty place is still, deep and unfathomable. "if you do harm without exhaustion, you will be kind and benevolent if you do not ask for retribution." " In 21th century, China has been bumpy in the tide of reform and opening up for 30 years. After a series of economic and cultural changes, the Chinese people began to wake up in their own culture and spiritual life. The whole self-consciousness of Chinese society began to develop gradually and mature. More and more Chinese people began to look for the experience of change and the trend of spiral development from the history of Chinese millennium development. It begins to look for the future direction of cultural development and the existence foundation of existing things from the classical culture which was once inherited and interrupted. In such a trend of the times, the "Chinese element" has been repeatedly proposed by the advertising and design community. But what is the "Chinese element"? What benefits can the "Chinese element" bring to us? What is the application value of "Chinese element" in marketing? How does "Chinese element" apply in advertising design and marketing planning? The answers to such a series of questions will be further explored in the following article. In real marketing and advertising cases, we often see the wrong use of Chinese historical elements, Chinese folklore elements, and Chinese sub-cultural elements. For example, the entertainment of cultural themes has realized the dissemination of advertising and product information, and achieved the purpose of improving sales performance and promoting the image of enterprises, but left behind the cultural and historical facts that have been distorted and desecrated. And fallacy spread, can not add. Or, some enterprises own positioning, the core value of the product and the essence of the borrowed elements of China does not match, information dislocation and fault. Enterprises use advertising to spread this double-edged sword out of their sheath. In such a reality, Chinese culture, enterprises, products, and consumers rooted in Chinese elements. How to coordinate all kinds of contradictions so that the interests of the four parties will not be damaged, and the practical strategy of being able to be good as water is the ultimate principle is urgently needed to appear. Many contradictions and problems to be solved are urgently needed to be solved. This article mainly carries on the research and the discussion in three aspects, respectively is the Chinese element covers the scope, the existence value of the Chinese element. With Inner Mongolia real estate marketing as a starting point to study the application of Chinese elements in Inner Mongolia integrated marketing communication methods. And the specific Chinese elements involved in the specific items of the list and positioning, in order to be able to use the Chinese elements in the application of material and in the application of Chinese elements value. This paper focuses on the study of consumer psychology and consumer values in China in order to find the correct position and application value of Chinese elements in the whole Chinese social ideology.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

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