正是基于此,本文希望从加强品牌传播的角度出发,以STP理论和整合营销
理论为理论基础,通过调查问卷的方式对A公司目前实施的手机品牌传播策略过
程中存在的问题进行深入分析,主要体现在宣传力度欠缺、产品宣传方式与产品
市场细分匹配度不高、传播渠道单一、顾客参与度低,互动性较差四个方面。同
时,本文又进一步阐述了国外手机制造商在产品品牌传播方面的优点,认为A公
司在手机品牌传播方面可以借鉴和参考国外手机制造商在品牌传播方面的优点并
在此基础上根据我国消费者的消费习惯和消费偏好进一步对手机品牌传播策略进
行完善和优化,使其更加符合中国市场的特征。其主要策略包括加大营销投入,
增强品牌传播力度,以市场细分为依据提高传播的精准度,重视品牌形象,增加
顾客体验。为了更好地落实A公司手机品牌传播策略,本文在提出品牌传播策略
的基础上又对相关的保障措施进行了阐述,主要包括制度保障、组织保障、人力
保障和营销保障四个方面,希望A公司能够尽快健全相关保障措施,确保手机品
牌传播策略能够顺利实施
关键词:A公司;品牌传播;策略构建;保障措施
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Abstract
With the coming of information era, mobile phone has become a main tool to
obtain information and interoperability, optimize network infrastructure and tariff
standards and fall, more people are more and more depend on mobile phone, mobile
phone industry, so there is a huge market space. More and more mobile phone
manufacturers began to realize the mobile phone market will bring in huge profits and
growth. Therefore,these manufacturers invest a lot of time and energy by optimizing
the product fiinction, construction of marketing channels; improve the service level of
the way to win the market share, hoping to be able to occupy a space for one person in
the market competition. But with the aggravation of global competition, foreign mobile
phone manufacturing also aimed at the cash Chinese market,using the advantages of
technology and brand continue to erode the market share of domestic mobile phone
manufacturers, the domestic mobile phone manufacturers are facing a serious threat. At
the same time,we also clearly see the domestic mobile phone manufacturers in the
technical level and service level and foreign mobile phone manufacturers have not got
obvious,but in the price and sales volume has been at a disadvantage,resulting in the
domestic mobile phone manufacturers generally have lower profits, higher marketing
costs of the phenomenon, the main cause of this problem is therefore domestic mobile
phone manufacturers lack of brand awareness,not to establish a strong brand influence
in the industry market, brand recognition and awareness is generally low, to resist
foreign mobile phone manufacturers to win the domestic market, so as to improve the
competitiveness of products is undoubtedly the key problem.
Based on this,this paper hopes to strengthpn starting from the perspective of brand
communication, based on the STP theory and integrated marketing theory as the
theoretical basis, through the analysis of the questionnaire of brand communication
strategy of A company＊ s current implementation of the existing problems, mainly
reflected in the lack of propaganda, propaganda and products is not high product market
segmentation, communication channels, customer participation is low, the four aspects
of poor interaction. At the same time9 this paper also describes the progress of a foreign
mobile phone manufacturers advantages in brand communication,that A can reference
m the foreign mobile phone manufacturers in the brand in terms of brand communication
advantages based on China&39;s consumer spending habits and consumer preferences for
further improvement and optimization of brand communication strategy. Make it more
consistent with the characteristics of China market. The main strategies include
increased marketing investment, enhance the brand communication efforts, based on the
market segmentation to improve the accuracy of communication, brand image, increase
customer experience. In order to better implement the brand strategy of A company, this
paper puts forward a brand communication strategy and the relevant security measures
were introduced, including system security, organizational security, human security and
marketing security four aspects, hope A can improve relevant safeguard measures as
soon as possible, to ensure the smooth implementation of brand communication
strategy.
Key words: A company; brand communication; strategy construction; safeguard
measures
IV 目录
m n i
Abstract
Ill
第1章绪论1.1研究背景1.2研宄目的和意义1.3研宄的思路及方法1.3.1研宄思路1.3.2研宄方法1.4技术路线1.5国内外文献综述1.5.1国内文献综述1.5.2国外文献综述第2章品牌传播理论概述2.1品牌传播相关理论2.1.1 品牌2.1.2品牌营销2.1.3品牌传播2.2 STP 理论2.3整合营销理论2.4品牌传播策略理论2.4.1品牌传播策略2.4.2品牌传播方式第3章A公司手机品牌传播现状及存在的问题分析3.1 A公司简介3.1.1 A公司概况3.1.2 A公司产品的品牌定位3.2 A公司手机品牌传播现状V 3.3 A手机品牌传播调查问卷3.3.1问卷调查的目的3.3.2问卷调查的内容3.3.3问卷调查的实施
21
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3.3.4问卷调查的结果
21
3.4A公司手机品牌传播过程中存在的问题
25
3.4.1宣传力度不够,品牌传播效果欠佳
25
3.4.2宣传策略与市场细分不匹配
26
3.4.3宣传策略与产品定位结合不紧密
26
3.4.4顾客参与度低,营销体验缺失
27
第4章国外手机品牌传播经验及启示
29
4.1苹果手机品牌传播经验分析
29
4.1.1产品定位
29
4.1.2目标市场的选择
29
4.1.3苹果手机品牌传播经验
29
4.2三星手机品牌传播经验分析
31
4.2.1产品定位
31
4.2.2目标市场的选择
31
4.2.3三星手机品牌传播经验
31
4.3国外手机品牌传播经验的启示
33
第5章A公司手机品牌传播策略优化
35
5.1 A公司STP分析
35
5.U市场细分
35
5.1.2目标市场的选择
37
5.1.3市场定位
37
5.2品牌传播具体策略
38
5.2.1加大资金投入,提升品牌形象
40
5.2.2基于目标受众的精准传播体系构建
40
5.2.3明确产品定位,实施差异化的品牌传播策略
42
5.2.4提升品牌知名度,重视顾客体验
43
第6章A公司手机品牌传播实施的保障措施
45
VI 6.1制度保障
45
6.1.1完善用人激励制度
45
6.1.2健全内部营销考核制度
..45
6.1.3完善内训制度
46
6.2组织保障
46
6.2.1重塑企业文化
46
6.2.2成立营销研宄部门
46
6.2.3组建专业的品牌管理团队
47
6.3人员保障
47
6.3.1打造高素质的营销团队
47
6.3.2完善人员职业发展通道
48
6.4完善营销控制机制
48
第7章结论与展望
51 ＊
考文 53
Pit 录 57
^ lit 61
攻读硕士学位期间科研成果
63
VII
第1章绪论
第1章绪论
本章主要阐述了本文的研究背景、研宄意义、研宄思路、研宄方法以及研宄
技术路线,从而为后续研宄奠定良好的研宄基础。同时对以往相关文献进行学习
和整理,发现目前该问题的研宄前沿和已有研宄中可能存在的不足为本文研宄提
供新的思路和方法
1.1研究背景
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