网络传播平台对运动服装品牌的推广及应用研究

发布时间：2018-02-11 05:55

本文关键词： 网络传播平台运动服装品牌品牌推广与应用　出处：《湖南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术在中国的迅猛发展,越来越多的消费者在吃、穿、住、用、行上与网络联系越来越紧密,网络传播正潜移默化地渗透进人们的日常生活中,改变着人们的认知行为、思维模式和生活方式,并逐渐与社会走向交融。网络传播平台也逐渐发展成为一个企业品牌形象宣传、产品展示推广、信息沟通方便快捷的一个平台。本文以网络传播平台为研究的切入点,探讨了运动服装品牌如何通过网络传播这个平台进行品牌推广的问题。论文从网络传播的概念及分类入手,继而分析运动服装品牌推广的概念、特性和发展沿革,揭示了网络传播在运动服装品牌推广应用中的优势,即：传播的信息量大,传播主体多元化；传播的形式多样,手法不一；传播过程在丰富多变、互动；交流具有开放性；传播主体的层面比较宽。同时,也分析了网络传播平台在运动服装品牌推广中存在的问题,如：盲目追求网络传播高效的功能性,忽视消费者的真正需求；过于重视网络传播带来的经济效益,轻视品牌本身的文化内涵建设；网络广告流于形式和量,缺乏创意和深入人心的品牌形象；网络监管力度不够,歪曲产品图片的真实性。纵观本文,笔者将其分为四个部分去归类。从探索理论到实践,笔者尽可能地让文脉清晰。本文约有三万五千字,并引入了超过20幅运动服装品牌网络推广的图表来论证观点,其中结合自身的工作实践和调查分析了四幅原创图表。因此,本文是以理论结合实践来进行写作的。因为目前社会上还没有全面阐述网络传播如何提升运动服装品牌形象、促进品牌推广等相关方面进行探索分析的文献,所以本文在第三章节用理论结合笔者亲历一个运动服装品牌--Anta的工作实践来比较分析是此次论文的一个创新点,并经过分析总结得出只有结合网络传播与传统传播,并逐步提高产品质量、发展网络定制营销模式网络线上线下产品的不同设计的观点,运动服装品牌的发展才能得到根本性的延伸和拓展。同时,第三节章是笔者从运动服装品牌网络传播的发展领域来分析国内外运动服装品牌的推广应用现状,并通过国外的优秀案例Adidas来深化内容,并结合国内几大运动服装品牌的网络传播案例来研究得出运动服装品牌在网络传播中存在的问题。一个运动服装品牌的发展离不开产品设计、形象宣传、市场推广等方而的因素,同时也离不开时代发展中人们个性需求的调研。最后,笔者从自己的视角来思考网络时代中运动服装品牌发展及推广的前景,我们唯有理性推广,对品牌自身的定位深度分析,利用传统传媒和网络传播相结合的方式对品牌进行层层推广,从而走一条独具特色的生存与发展之路。
[Abstract]:With the rapid development of Internet technology in China, more and more consumers are eating, dressing, living, using, and connecting with the network more and more closely. Network communication is infiltrating into people's daily life. It changes people's cognitive behavior, mode of thinking and way of life, and gradually blends with the society. The network communication platform has gradually developed into a platform for enterprise brand image publicity, product display and information communication. This paper takes the network communication platform as the breakthrough point of study, discusses how the sports clothing brand carries on the brand promotion through the network dissemination platform, the paper starts with the concept and the classification of the network communication, Then it analyzes the concept, characteristics and evolution of sports clothing brand promotion, and reveals the advantages of network communication in the application of sports clothing brand promotion, that is, the amount of information transmitted, the diversification of communication subjects, the diversity of forms of communication. Different techniques; the communication process is rich and changeable, interactive; the communication is open; the main level of communication is relatively wide. At the same time, it also analyzes the problems of the network communication platform in the promotion of sportswear brand. Such as: blindly pursuing the efficient function of network communication, neglecting the real needs of consumers; paying too much attention to the economic benefits brought by network communication, despising the construction of cultural connotation of brand itself; Lack of creative and popular brand image; network supervision is not strong enough to distort the authenticity of product images. Throughout this paper, the author divides it into four parts to categorize it. From exploring theory to practice, the author tries to make the context as clear as possible. There are about 35,000 words in this paper. More than 20 charts of sportswear brand network promotion are introduced to prove the viewpoint, among which four original charts are analyzed in combination with their own work practice and investigation. Therefore, this paper is written by combining theory with practice. Because at present, there is no comprehensive explanation of the literature on how to promote the image of sportswear brand and promote brand promotion and other related aspects of network communication. Therefore, in the third chapter, the author compares and analyzes the work of Anta, a sportswear brand, by combining the theory with the author's own work, and concludes that only combining the network communication with the traditional communication is an innovative point of this paper. And step by step improve the product quality, develop the network customization marketing mode, the network line and offline product different design viewpoint, the sports clothing brand development can get the fundamental extension and the expansion. At the same time, The third chapter is the author from the sports clothing brand network communication development area to analyze the domestic and foreign sports clothing brand promotion and application status, and through the foreign excellent case Adidas to deepen the content, And combined with several domestic sports clothing brand network communication cases to study the sports clothing brand in the network communication problems. A sports clothing brand development can not do without product design, image publicity, Market promotion and other factors, but also inseparable from the development of the times, people's personality needs research. Finally, the author from his own perspective to think about the development and promotion of sportswear brands in the network age, we can only rational promotion, This paper analyzes the positioning depth of brand itself and makes use of the combination of traditional media and network communication to popularize the brand layer by layer so as to take a unique road of survival and development.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;G206

【引证文献】