网鱼网咖品牌传播策略研究

发布时间：2018-01-09 20:40

本文关键词：网鱼网咖品牌传播策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：自上个世纪90年代起,网吧行业开始兴起。经历20多年的发展,网吧行业的发展规模持续增长,网吧内在环境也在不断改善。目前,“网吧+咖啡”模式已经普遍应用于大、中、小城市网吧,成为当下信息时代网吧的显著表征,传统的脏、乱、差网吧已经难匿踪影。在经济全球化后,我国网络产业的发展格局呈现多极化趋势,网吧行业的发展也经过了重新洗牌,过去以上海“东方网点”为代表的传统网吧,在以“网鱼网咖”为代表的新模式冲击下销声匿迹。然而随着“网吧审批”的全面放开,大大小小的“网咖”如雨后春笋般出现在各个城市,“网鱼网咖”一家独大的局面正受到前所未有的挑战。为适应网络文化的市场竞争发展需求,作为新型网吧的开创者,“网鱼网咖”更需要一改传统发展理念,适时探究新型领域,在“网鱼网咖”的品牌传播方面做出新的尝试和努力,从而巩固自己的行业领导者地位。本文通过探究现代化网吧业的发展背景,介绍品牌传播的相关理论及文献综述,论述了全国网吧业的现状以及“网鱼网咖”的发展概况,其中以“网鱼网咖发展情况、网鱼网咖品牌传播中存在的问题和网鱼网咖品牌传播策略建议”为主要内容;结合实际情况,制定“网鱼网咖品牌认知消费者调研活动”和“焦点小组访谈”的计划方案,明确调研设计、数据分析的基本内容,为网鱼网咖的品牌定位举措提供研究保障,以增强论文研究的严谨性、可靠性。在实际研究中,利用文献分析法、演绎归纳法、理论研究和实证研究相结合的方法,针对开题报告的难点及存在的问题、预期目标,采取符合实际需求的研究方法,通过实际论述内容,提出明确“网鱼网咖”品牌定位的改进建议,完成论文撰写的最终目的——引出解决对策,提出包括明确品牌定位、品牌传播渠道运用、扩展品牌传播方式等建议。以望将理论研究内容运用于现实生活中,提升研究的实用性,为有关品牌传播策略的国内外研究提供实际参考。
[Abstract]:Since -10s, the Internet cafes industry began to rise. After more than 20 years of development, the scale of the development of the Internet cafes industry continues to grow, the Internet cafes in the environment is also constantly improving. At present. "Internet cafe coffee" mode has been widely used in large, medium and small cities, has become a significant symbol of the current information age of Internet cafes, the traditional dirty, chaotic, bad Internet cafes have been difficult to hide. After the economic globalization. The development pattern of China's network industry presents a multi-polarization trend, and the development of the Internet bar industry has also been reshuffled. In the past, the traditional Internet cafes were represented by Shanghai's "East Network". Under the impact of the new model represented by "net Fish net Cafa", however, with the full liberalization of "Internet bar approval", large and small "Internet cafes" have sprung up in various cities. In order to meet the needs of the market competition and development of Internet culture, as the pioneer of the new type of Internet cafes, it is even more necessary to change the traditional concept of development. Timely explore the new field, in the "net fish net cafe" brand communication to make new attempts and efforts to consolidate their position as an industry leader. This paper explores the development background of the modern Internet cafes industry. This paper introduces the related theory and literature review of brand communication, discusses the current situation of Internet cafes in China and the general situation of the development of "net fish net cafes", among which, "the development of net fish net cafes". The main contents are the problems existing in the brand communication of net fish cafes and the suggestions on the brand communication strategies of net fish cafes. In combination with the actual situation, the author makes the plan of "online Fish Internet Cafa Brand Cognitive Consumer Research activity" and "focus Group interview", and clarifies the basic content of research design and data analysis. In order to enhance the rigor and reliability of the research, this paper provides the research guarantee for the brand positioning of the net fish net cafe. In the actual research, using the literature analysis method, deductive induction method. The method of combining theoretical research with empirical research, aiming at the difficulties and existing problems of the opening report, the expected goal, adopts the research method that accords with the actual demand, and discusses the content through the practice. This paper puts forward some suggestions to improve the brand positioning of "net Fish net Cafa", completes the final purpose of writing the paper-leads to the solution, and puts forward some suggestions, including clear brand positioning and brand communication channel application. In order to apply the theoretical research to the real life, to improve the practicability of the research, and to provide a practical reference for the domestic and foreign research on brand communication strategy.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F719.5

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