休闲食品的终端传播策略研究

发布时间：2018-11-18 13:39

【摘要】：近年来随着中国快消品市场政策的放宽，国民消费水平的提高，我国的休闲食品产业进入了一个新的发展阶段。同时，本土休闲食品品牌与进入中国市场的进口品牌展开了激烈竞争，这就要求中国的休闲食品企业必须改善企业的品牌传播以满足市场竞争的需要。终端是企业的产品最终接触消费者的环节，消费者在终端购买产品并感知品牌形象，所以终端传播是企业品牌传播活动中的重要一环。但是笔者经过实证研究发现，大部分休闲食品企业的终端传播存在着终端传播活动同质化严重、过度使用降价促销传播手段、终端传播信息不一致、包装及终端广告传播效果欠佳、忽视与消费者沟通等问题。一些企业只重视终端的销售功能而忽略了它的品牌塑造功能，一些企业盲目的制定终端传播策略，投入了大量的财力、物力却没有收到应有的传播效果。根据实证调查结果和终端的传播特性，笔者针对我国休闲食品终端传播存在的问题，提出了休闲食品的硬终端传播策略和软终端传播策略。硬终端与软终端是业界按终端构成要素的运作类型对终端进行的分类，这样的分类便于企业对终端进行统筹管理并做出更有针对性的终端传播策略。硬终端是指终端的硬件物料及设施，内容包括产品包装、陈列、广告、赠品、购物环境等。软终端是企业围绕营销活动所展开的人与人之间协调与沟通，内容包括终端执行力、终端管理人员的专业素质、销售人员的仪容仪表和销售技能、客情关系等。包装是硬终端传播的第一步，设计人员可以设计趣味化、便利化和具有品牌个性的包装以促使消费者进行购买，也可以根据实际情况设计实用化、系列化及有节日味的包装来促使消费者保留包装，以达到持续传播品牌信息的目的。终端陈列展示可以定期改变造型以便保持消费者对产品展示的新鲜感，而打造具有艺术美感的终端陈列可以吸引更多的消费者。终端广告的差异化、凸显主题、统一风格策略可以促进产品销售和提升品牌形象，此外，终端广告活动需注意吸引消费者的参与热情来加深消费者的品牌认同。企业也可以开发自有终端，利用企业展馆、旗舰店来进行品牌传播活动。在加强硬终端传播的同时，休闲食品企业还必须加强软终端传播，如提高终端相关管理人员的专业素质、打造高素质的销售队伍等，这是软终端传播的关键，同时企业还需构建和维护良好的客情关系，以便争取更多的终端优势和忠实顾客。
[Abstract]:In recent years, with the relaxation of the market policy and the improvement of the level of national consumption, China's snack food industry has entered a new stage of development. At the same time, local snack food brands and imported brands entering the Chinese market have launched fierce competition, which requires Chinese snack food enterprises to improve their brand communication to meet the needs of market competition. Terminal is the final contact of enterprise products with consumers. Consumers buy products and perceive brand image at the terminal, so terminal communication is an important part of enterprise brand communication activities. However, through empirical research, the author finds that the terminal communication activities of most snack food enterprises are homogenized, the excessive use of price reduction promotion means, the terminal communication information is inconsistent. Packaging and terminal advertising dissemination effect is poor, ignoring communication with consumers and other issues. Some enterprises only attach importance to the sales function of the terminal and ignore its brand shaping function. Some enterprises blindly formulate the terminal communication strategy and invest a lot of financial resources but not receive the due communication effect. According to the results of empirical investigation and the characteristics of terminal communication, the author puts forward the hard terminal communication strategy and soft terminal communication strategy of snack food in view of the problems existing in the terminal transmission of snack food in China. The hard terminal and the soft terminal are classified according to the operation type of the terminal elements in the industry. This kind of classification is convenient for the enterprise to manage the terminal as a whole and to make a more targeted terminal communication strategy. Hard terminal refers to the terminal hardware material and facilities, including product packaging, display, advertising, gifts, shopping environment and so on. Soft terminal is a kind of coordination and communication between people, which includes terminal executive power, professional quality of terminal manager, appearance and skills of sales personnel, customer relationship and so on. Packaging is the first step in hard terminal communication. Designers can design interesting, convenient and branded packaging to encourage consumers to buy, or they can design practical products according to the actual situation. Serialized and holiday-flavored packaging to encourage consumers to retain packaging to achieve the purpose of continuous dissemination of brand information. Terminal display can change the shape regularly to keep consumers fresh on product display, while creating terminal display with artistic beauty can attract more consumers. The differentiation of the terminal advertisement, highlighting the theme, unifying the style strategy can promote the product sales and promote the brand image. In addition, the terminal advertising campaign should pay attention to attracting the enthusiasm of the consumer to deepen the brand identity of the consumer. Enterprises can also develop their own terminals, the use of enterprise pavilions, flagship stores to carry out brand communication activities. While strengthening hard terminal communication, snack food enterprises must also strengthen soft terminal communication, such as improving the professional quality of terminal related managers and building high quality sales force, which is the key of soft terminal communication. At the same time, enterprises also need to build and maintain a good customer relationship in order to strive for more terminal advantages and loyal customers.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F723

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