本文關(guān)鍵詞： 消費(fèi)者認(rèn)知 品牌塑造 品牌推廣　出處：《天津理工大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 中國(guó)改革開發(fā)30年來,市場(chǎng)形態(tài)從賣方市場(chǎng)到買方市場(chǎng),競(jìng)爭(zhēng)愈演愈烈。在這一歷史過程中,品牌逐漸引起重視。國(guó)內(nèi)消費(fèi)者的品牌意識(shí)也不斷增強(qiáng),品牌成為消費(fèi)者選擇商品的重要依據(jù)。隨著中國(guó)加入WTO,許多國(guó)外品牌大量涌入國(guó)內(nèi)市場(chǎng),導(dǎo)致國(guó)內(nèi)品牌的市場(chǎng)份額不斷下降,擁有自己的品牌是國(guó)內(nèi)許多企業(yè)夢(mèng)寐以求的夢(mèng)想。但是他們發(fā)現(xiàn)他們精心策劃的品牌在具體的實(shí)施過程中不同的消費(fèi)者有著不同的理解,如何在消費(fèi)者頭腦中塑造出一個(gè)統(tǒng)一的品牌形象,并迅速實(shí)現(xiàn)在目標(biāo)市場(chǎng)的品牌推廣,是中國(guó)企業(yè)所面臨的重要難題之一。 目前品牌塑造與推廣研究仍然處于探索階段,盡管國(guó)內(nèi)外很多專家學(xué)者對(duì)此進(jìn)行了很多有意的探索和研究,但是卻沒有從消費(fèi)者認(rèn)知的角度對(duì)品牌塑造與推廣進(jìn)行系統(tǒng)地研究。本文認(rèn)為企業(yè)在制定自己的品牌塑造與推廣策略時(shí)必須同時(shí)考慮到營(yíng)銷目的和消費(fèi)者可能的反應(yīng),因?yàn)橹挥斜幌M(fèi)者接受的品牌才是真正的品牌�？傊�,品牌是消費(fèi)者的品牌�！叭埂币灰怪g消失就是一個(gè)現(xiàn)實(shí)的例子,因此,從消費(fèi)者認(rèn)知的角度來研究品牌塑造與推廣具有很強(qiáng)的現(xiàn)實(shí)意義。 論文采用規(guī)范分析和實(shí)證分析相結(jié)合的方法進(jìn)行研究,利用規(guī)范分析的方法來梳理品牌塑造與推廣理論,總結(jié)消費(fèi)者認(rèn)知的核心理論,利用案例分析來進(jìn)行實(shí)證分析。本文寫作思路如下:首先歸納與整理消費(fèi)者認(rèn)知理論和品牌塑造及推廣,論證了消費(fèi)者認(rèn)知和品牌塑造及推廣的關(guān)系。其次,在消費(fèi)者品牌接觸點(diǎn)模型和消費(fèi)者品牌需求的基礎(chǔ)上,建立一個(gè)測(cè)量消費(fèi)者關(guān)鍵認(rèn)知因素的模糊模型。接下來結(jié)合消費(fèi)者認(rèn)知從品牌塑造與推廣核心產(chǎn)品層信息的設(shè)計(jì)、信息的溝通和銷售環(huán)節(jié)角度詳細(xì)探討了品牌塑造與推廣的策略。最后以新疆頤養(yǎng)堂保健品公司雪蓮紅花補(bǔ)酒為案例來進(jìn)行實(shí)證研究,驗(yàn)證了模型的適用性,并對(duì)其實(shí)施的品牌塑造與推廣過程進(jìn)行了分析和評(píng)價(jià)。希望本文能為我國(guó)企業(yè)進(jìn)行品牌塑造與推廣提供一些理論層面和實(shí)際操作層面的參考。
[Abstract]:Since the reform and development of China 30 years ago, the competition has intensified from the seller's market to the buyer's market. In this historical process, the brand has been paid more and more attention, and the brand consciousness of the domestic consumers has also been strengthened. Brand has become an important basis for consumers to choose commodities. With China's entry into the WTO, many foreign brands poured into the domestic market, resulting in the market share of domestic brands continued to decline. Owning their own brand is the dream of many domestic enterprises, but they find that their carefully planned brand has different understanding among different consumers in the specific implementation process. How to create a unified brand image in the consumer's mind and quickly realize the brand promotion in the target market is one of the important problems faced by Chinese enterprises. At present, brand shaping and promotion research is still in the exploratory stage, although many experts and scholars at home and abroad have carried out a lot of intentional exploration and research. However, there is no systematic research on brand shaping and promotion from the perspective of consumers' cognition. This paper holds that enterprises must take into account both marketing objectives and consumers' possible marketing objectives when formulating their own brand shaping and promotion strategies. Reaction. Because only the brand accepted by consumers is the real brand. In short, the brand is the brand of consumers. "Sanlu" disappeared overnight is a real example, therefore. It is of great practical significance to study brand shaping and promotion from the perspective of consumer cognition. This paper uses the method of normative analysis and empirical analysis to study, using the method of normative analysis to comb the brand shaping and promotion theory, and summarizes the core theory of consumer cognition. Case study is used for empirical analysis. The ideas of this paper are as follows: firstly, the author summarizes and collates the consumer cognitive theory and brand shaping and promotion, and demonstrates the relationship between consumer cognition and brand shaping and promotion. On the basis of consumer brand contact point model and consumer brand demand. Establish a fuzzy model to measure the key cognitive factors of consumers. Then combine with consumer cognition to design and promote the core product level information from the brand building and promotion. The communication and sale of information discussed the strategy of brand shaping and promotion in detail. Finally, the case study of Xuelian safflower wine in Xinjiang Yiyangtang Health products Company was carried out to verify the applicability of the model. The author also analyzes and evaluates the process of brand shaping and promotion. I hope this paper can provide some theoretical and practical reference for Chinese enterprises.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

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本文編號(hào)：1474573