EJ公司智能家居厦门市场整合营销传播研究

发布时间：2018-03-22 16:07

本文选题：智能家居　切入点：整合营销传播　出处：《厦门大学》2006年硕士论文　论文类型：学位论文

【摘要】： 整合营销传播以4C理论为基础,强调企业营销活动的协调性,它的出现对品牌、营销、广告等领域产生了空前的影响与推动作用,是企业打造强势品牌的锐利武器。它要求以“整合”的思想,从“消费者的角度”去思考营销问题,在企业的营销目标上追求“品牌至上”。整合营销传播理论从产生、发展现在逐渐成熟,经历了众多营销学和广告学大师的修改完善,其理论体系逐步科学化、系统化,对企业的营销实战具有重大的指导意义。在具体的使用中,整合营销传播可以由两部分组成:侧重于销售的营销组合和侧重于品牌推广的传播手段。可以预见,整合营销传播理论体系在经济发展和社会生活的各个领域中将发挥越来越重要的作用。智能家居行业是近年来兴起的又一新兴产业。与普通家居相比,智能家居能够提供更加舒适安全、高品位且宜人的家庭生活空间,具有广阔的市场潜力。EJ公司作为中国智能家居行业的先行者之一,在技术和营销资源等方面占有一定的优势。但是其产品一直未能打开市场,究其原因,主要在于产品推广和品牌塑造方面的不力。从长远来看,随着中国智能家居市场竞争的逐步加剧,EJ公司迫切需要打造强势品牌,以谋求企业的长远利益。本文从智能家居产品目前主要作为时尚品的特点出发,通过分析公司目前的营销环境,为公司提出了“重点城市突破——区域拓展——全国扩张”的战略发展规划建议,并为公司首要的重点突破城市——厦门市场,制定了营销组合策略和传播策略。以此为基础,本文进一步为EJ公司设计了厦门市场整合营销传播的实施方案,包括广告、活动营销、公共关系、销售促进、体验营销、卖点展示等6种传播手段。各个传播手段相互支持配合、整合一致,共同为打造EJ公司智能家居品牌服务,确保企业获得长期的竞争优势。
[Abstract]:The integrated marketing communication is based on the 4C theory and emphasizes the coordination of the enterprise marketing activities. Its appearance has an unprecedented impact on the brand, marketing, advertising and other fields. Is a sharp weapon for enterprises to build strong brands. It requires thinking about marketing from the perspective of "consumers" with the idea of "integration", pursuing "brand supremacy" in the marketing objectives of enterprises. The development gradually matures now, has experienced many marketing and advertisement master's revision consummation, its theory system is gradually scientific, systematization, has the important guiding significance to the enterprise's marketing actual combat. Integrated marketing communication can be made up of two parts: a marketing mix that focuses on sales and a means of communication that focuses on brand promotion. Integrated marketing communication theory system will play a more and more important role in various fields of economic development and social life. The smart home industry is another emerging industry in recent years. Compared with ordinary home, smart home can provide more comfortable, safe, high-grade and pleasant family living space. As one of the pioneers of the smart home industry in China, EJ Company has certain advantages in technology and marketing resources, but its products have not been able to open the market, to find out why. In the long run, as the competition in China's smart home market intensifies gradually, EJ urgently needs to build a strong brand in order to seek the long-term interests of the enterprise. Based on the characteristics of smart home products as fashion products at present, through analyzing the current marketing environment of the company, this paper puts forward the strategic development planning proposal of "key cities Breakthrough-Regional expansion-National expansion" for the company. On the basis of this, this paper designs the implementation scheme of integrated marketing communication for EJ company, including advertising, the first key point of the company is to break through the city-Xiamen market, and the marketing combination strategy and communication strategy are established, based on this, this paper designs the implementation plan of integrated marketing communication of Xiamen market for EJ Company. Activity marketing, public relations, sales promotion, experience marketing, selling point display, etc. Each means of communication support and cooperate with each other, integrate with one another, together to build EJ company smart home brand service, Ensure long-term competitive advantage.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.88;F274

【引证文献】