整合营销传播视角下的品牌传播研究
发布时间：2019-03-06 12:19
【摘要】：品牌传播在我国已有近三十年的发展,但一直以来并没有形成完整的品牌传播策略,很多企业甚至曾经一度以为品牌传播就是做广告,从而出现过众多企业哄抢中央电视台标王这一黄金资源的现象。未来的市场竞争将主要体现在品牌的竞争上,品牌传播也就显得格外重要。中国企业开始认识到品牌传播的重要性,并开始寻求更好的品牌传播策略。上个世纪90年代末,整合营销传播开始传入中国,其将各种营销工具整合的思想,“用同一个声音”去传播品牌的核心信息的观念,让企业意识到整合营销传播理论可以很好的指导品牌传播。整合营销传播提倡树立一致的、独特的形象,并利用一切可利用的资源通过各种方法和策略用“一种形象,一种声音”进行品牌传播,达到与目标消费者建立双向的、深入持久的关系,从而建立起良好的品牌形象,这一理论深层次的指出了实现最佳品牌传播效果的核心要素。 在现代营销的背景下,整合营销传播可以实现品牌信息传播的一致性、持久性、有效性,进而使得品牌与顾客之间形成长期稳定的和谐关系,达到品牌资产的最大化。整合营销传播思想的引入是对品牌传播理论的一次系统优化,整合营销传播下的品牌传播有其鲜明的优越性。因此,品牌传播应引入整合营销传播的理念,以此来提升品牌传播的效果,创造理想的品牌形象。 随着我国市场的进一步发展,中国的企业急需建立适合自己的品牌传播策略。然而现实情况是,关于整合营销传播视角下品牌传播的理论研究尚处于起步阶段,迄今也还没有系统的阐述。鉴于此,就非常有必要将现有的整合营销理论和品牌理论系统地整合研究,以求在整合营销传播的指导下,达到最佳的进行品牌传播效果。 本文以传播学、市场营销学、设计学、心理学等学科理论为基础,利用理论分析结合实证分析、定性与定量研究的方法,从整合营销传播的视角下对品牌传播进行研究。论文首先对整合营销传播理论及品牌传播理论分别进行了文献综述,梳理了整合营销传播及品牌传播的发展历程,由此展开对整合营销传播与品牌传播的适配性研究。在上述基本理论研究的基础上,本文从品牌传播理念层面、品牌传播行为层面与品牌视觉理念层面三个方面对整合营销传播视角下品牌传播的策略进行探析,并在品牌传播行为层面着重分析了广告、销售促进、公共关系这几个最重要的营销工具。最后,结合我国成功的整合营销传播视角下的品牌传播实例实证分析论证了本文的结论,以期能为企业在品牌传播的实际操作层面提供借鉴。
[Abstract]:Brand communication has been developing for nearly 30 years in China, but it has not formed a complete brand communication strategy. Many enterprises even once thought that brand communication is advertising. As a result, there have been a number of enterprises scrambling CCTV standard king this gold resource phenomenon. The future market competition will be mainly reflected in the brand competition, brand communication is particularly important. Chinese companies began to recognize the importance of brand communication and began to seek better brand communication strategies. In the late 1990s, integrated marketing communication began to be introduced into China, which integrated the ideas of various marketing tools, "using the same voice" to spread the concept of the core message of the brand. Let the enterprise realize the integrated marketing communication theory can guide the brand communication very well. Integrated marketing communication advocates the establishment of a consistent, unique image, and the use of all available resources through a variety of methods and strategies with "one image, one voice" brand communication, to achieve the establishment of two-way with the target consumers, Deep and lasting relationship, so as to establish a good brand image, this theory deeply pointed out the core elements to achieve the best brand communication effect. Under the background of modern marketing, integrated marketing communication can realize the consistency, permanence and effectiveness of brand information communication, and then make the long-term stable harmonious relationship between brand and customer, and achieve the maximum of brand equity. The introduction of integrated marketing communication theory is a systematic optimization of brand communication theory. Brand communication under integrated marketing communication has its distinct advantages. Therefore, brand communication should introduce the concept of integrated marketing communication in order to promote the effect of brand communication and create an ideal brand image. With the further development of our market, Chinese enterprises urgently need to establish their own brand communication strategy. However, the reality is that the theoretical research on brand communication from the perspective of integrated marketing communication is still in its infancy, and so far there is no systematic elaboration. In view of this, it is necessary to systematically integrate the existing integrated marketing theory and brand theory, in order to achieve the best effect of brand communication under the guidance of integrated marketing communication. Based on the theories of communication, marketing, design, psychology and so on, this paper studies brand communication from the perspective of integrated marketing communication by means of theoretical analysis combined with empirical analysis and qualitative and quantitative research. Firstly, the paper reviews the literature of the theory of integrated marketing communication and the theory of brand communication, and combs the development process of integrated marketing communication and brand communication, so as to carry out the research on the adaptation of integrated marketing communication and brand communication. On the basis of the above-mentioned basic theoretical research, this paper analyzes the strategy of brand communication under the perspective of integrated marketing communication from three aspects: brand communication concept level, brand communication behavior level and brand vision concept level. At the level of brand communication behavior, the most important marketing tools such as advertising, sales promotion and public relations are analyzed. Finally, combined with the successful integrated marketing communication in China, the empirical analysis of brand communication examples demonstrates the conclusion of this paper, in order to provide reference for enterprises in the practical operation of brand communication.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;G206-F
本文编号：2435517
[Abstract]:Brand communication has been developing for nearly 30 years in China, but it has not formed a complete brand communication strategy. Many enterprises even once thought that brand communication is advertising. As a result, there have been a number of enterprises scrambling CCTV standard king this gold resource phenomenon. The future market competition will be mainly reflected in the brand competition, brand communication is particularly important. Chinese companies began to recognize the importance of brand communication and began to seek better brand communication strategies. In the late 1990s, integrated marketing communication began to be introduced into China, which integrated the ideas of various marketing tools, "using the same voice" to spread the concept of the core message of the brand. Let the enterprise realize the integrated marketing communication theory can guide the brand communication very well. Integrated marketing communication advocates the establishment of a consistent, unique image, and the use of all available resources through a variety of methods and strategies with "one image, one voice" brand communication, to achieve the establishment of two-way with the target consumers, Deep and lasting relationship, so as to establish a good brand image, this theory deeply pointed out the core elements to achieve the best brand communication effect. Under the background of modern marketing, integrated marketing communication can realize the consistency, permanence and effectiveness of brand information communication, and then make the long-term stable harmonious relationship between brand and customer, and achieve the maximum of brand equity. The introduction of integrated marketing communication theory is a systematic optimization of brand communication theory. Brand communication under integrated marketing communication has its distinct advantages. Therefore, brand communication should introduce the concept of integrated marketing communication in order to promote the effect of brand communication and create an ideal brand image. With the further development of our market, Chinese enterprises urgently need to establish their own brand communication strategy. However, the reality is that the theoretical research on brand communication from the perspective of integrated marketing communication is still in its infancy, and so far there is no systematic elaboration. In view of this, it is necessary to systematically integrate the existing integrated marketing theory and brand theory, in order to achieve the best effect of brand communication under the guidance of integrated marketing communication. Based on the theories of communication, marketing, design, psychology and so on, this paper studies brand communication from the perspective of integrated marketing communication by means of theoretical analysis combined with empirical analysis and qualitative and quantitative research. Firstly, the paper reviews the literature of the theory of integrated marketing communication and the theory of brand communication, and combs the development process of integrated marketing communication and brand communication, so as to carry out the research on the adaptation of integrated marketing communication and brand communication. On the basis of the above-mentioned basic theoretical research, this paper analyzes the strategy of brand communication under the perspective of integrated marketing communication from three aspects: brand communication concept level, brand communication behavior level and brand vision concept level. At the level of brand communication behavior, the most important marketing tools such as advertising, sales promotion and public relations are analyzed. Finally, combined with the successful integrated marketing communication in China, the empirical analysis of brand communication examples demonstrates the conclusion of this paper, in order to provide reference for enterprises in the practical operation of brand communication.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;G206-F
【引证文献】
相关期刊论文 前1条
1 梁湘梓;;微时代,耐克活出自己的伟大——耐克伦敦奥运会“活出你的伟大”微博广告传播学分析[J];东南传播;2013年09期
相关硕士学位论文 前3条
1 许琛;苹果公司的品牌传播研究[D];武汉理工大学;2012年
2 范磊;国内视频网站品牌传播研究[D];浙江工业大学;2012年
3 邹璇;《F1速报》杂志的营销手段及F1项目推广研究[D];北京体育大学;2013年
，本文编号：2435517
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