本文選題：銷售促進(jìn) + 品牌情感��； 參考：《華中科技大學(xué)》2008年碩士論文

【摘要】： I傳播對于品牌資產(chǎn)起著至關(guān)重要的作用,然而目前廣泛使用的品牌傳播手段開始出現(xiàn)應(yīng)用瓶頸,廣告成本越來越高,軟文宣傳越來越乏力,公關(guān)活動越來越離譜,作為營銷組合中使用最為頻繁和投入最多的終端銷售促進(jìn),理應(yīng)發(fā)揮與消費(fèi)者直接接觸的優(yōu)勢,利用這一過程,推動消費(fèi)者品牌態(tài)度的改善和鞏固。 本文以大學(xué)生在銷售促進(jìn)活動中購買洗發(fā)水的行為作為研究對象,以傳播理論和營銷理論作為基本理論框架。結(jié)合哲學(xué)、社會學(xué)、心理學(xué)、語言學(xué)等有關(guān)情感態(tài)度的理論、觀點(diǎn)和研究方法,研究了終端銷售促進(jìn)對于購后品牌情感的影響,運(yùn)用實(shí)證研究的方法,就終端銷售促進(jìn)與購后品牌情感的關(guān)系進(jìn)行了探討。 本文首先分析了銷售促進(jìn)的相關(guān)概念,對銷售促進(jìn)的各種工具進(jìn)行了分類,并列舉了目前學(xué)界有關(guān)銷售促進(jìn)與品牌資產(chǎn)的各種觀點(diǎn)。然后,本文對品牌態(tài)度和品牌情感的相關(guān)概念、理論進(jìn)行了論述。 在文獻(xiàn)基礎(chǔ)上,本文建立了終端銷售促進(jìn)對購后品牌情感影響的模型。以武漢地區(qū)大學(xué)生在銷售促進(jìn)活動中購買洗發(fā)水的行為作為研究對象,以較為科學(xué)的問卷調(diào)查的方式研究了銷售促進(jìn)對于形成購后品牌情感的影響。研究發(fā)現(xiàn),盡管價(jià)格促銷形式能夠給消費(fèi)者帶來更多省錢,購買力提升方面的利益,但是,價(jià)值促銷能帶來更多的娛樂和自我賞識意識,而這種精神層面的利益滿足對于提升消費(fèi)者的事件情感,乃至品牌情感,都有正面的影響。 最后本文提出的營銷建議是,銷售促進(jìn)應(yīng)該主題明確,與品牌理念相符;在終端,應(yīng)該采用以銷售促進(jìn)為中心運(yùn)用4P組合;要堅(jiān)持銷售促進(jìn)活動的誠信原則;要加強(qiáng)消費(fèi)者調(diào)查,監(jiān)控銷售促進(jìn)對品牌資產(chǎn)的影響。
[Abstract]:I communication plays a vital role in brand equity. However, the widely used means of brand communication begin to appear application bottlenecks, advertising costs are increasing, soft text publicity is becoming more and more weak, and public relations activities are becoming more and more outrageous. As the most frequently used and invested terminal sales promotion in the marketing mix, it should play the advantage of direct contact with consumers and make use of this process to promote the improvement and consolidation of consumer brand attitude. This paper takes the behavior of college students buying shampoo in sales promotion activities as the research object, and takes the communication theory and marketing theory as the basic theoretical framework. Combining with the theories, viewpoints and research methods of philosophy, sociology, psychology and linguistics, this paper studies the effect of terminal sales promotion on post-purchase brand emotion, and applies the method of empirical research. The relationship between terminal sales promotion and brand sentiment after purchase is discussed. This paper first analyzes the related concepts of sales promotion, classifies various tools of sales promotion, and lists various viewpoints on sales promotion and brand equity in academic circles at present. Then, this paper discusses the concept and theory of brand attitude and brand emotion. On the basis of literature, this paper establishes a model of the influence of terminal sales promotion on brand sentiment after purchase. This paper studies the effect of sales promotion on the formation of brand emotion after purchase of shampoo by college students in Wuhan with a more scientific questionnaire survey. The study found that while the form of price promotion can bring more savings and increased purchasing power to consumers, value promotion can lead to more entertainment and self-appreciation. This kind of spiritual level of interest satisfaction has a positive impact on the promotion of consumer emotional events, and even brand emotion. Finally, the marketing suggestion of this paper is that the sales promotion should have a clear theme and accord with the brand idea; at the end, the 4p combination should be adopted as the center of the sales promotion, the principle of good faith in the sales promotion activities should be adhered to; To strengthen consumer investigation, monitoring the impact of sales promotion on brand equity.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F273.2;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 姚潔;以品牌忠誠為導(dǎo)向的品牌核心價(jià)值塑造研究[D];暨南大學(xué);2011年

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本文編號：1890218