發(fā)布時間：2018-05-21 16:08

  本文選題：區(qū)域傳播 + 品牌傳播策略�。� 參考：《重慶大學》2008年碩士論文

【摘要】： 隨著中國市場經(jīng)濟的不斷發(fā)展和完善,各行各業(yè)均經(jīng)歷了不同程度的變革。我國家電行業(yè)是市場化程度較高、也較為充分的典型行業(yè),作為發(fā)展得最為完善、最為成熟的行業(yè)之一,一直都呈現(xiàn)出良好的發(fā)展態(tài)勢。 在競爭日益激烈的市場環(huán)境下,區(qū)域化品牌傳播策略對家電品牌的推動作用顯得愈發(fā)重要。針對品牌現(xiàn)狀和發(fā)展趨勢應采取怎樣的傳播模式,應制定怎樣的具有區(qū)域特色的區(qū)域化傳播策略成為家電行業(yè)急需解決的問題。為此,本文以區(qū)域化品牌傳播理論、家電行業(yè)的品牌傳播模型為理論支撐,結(jié)合海爾品牌在重慶成功運作的區(qū)域化品牌傳播策略的應用實踐,來論證區(qū)域化品牌傳播策略對家電品牌的推動作用,給家電品牌提供一個區(qū)域化品牌傳播的思路借鑒,以制定具有自身區(qū)域特色的區(qū)域化品牌傳播策略,進而更加有效的推動家電品牌的發(fā)展。
[Abstract]:With the continuous development and improvement of China's market economy, various industries have undergone varying degrees of change. As one of the most perfect and mature industries, the household appliance industry of our country is a typical industry with a high degree of marketization and a relatively sufficient degree of marketization, which has been showing a good trend of development all the time. In the increasingly competitive market environment, the regional brand communication strategy plays an increasingly important role in promoting household appliance brands. According to the current situation and development trend of brand, what communication mode should be adopted, and what kind of regionalized communication strategy with regional characteristics should be formulated has become an urgent problem for the household appliance industry to solve. Therefore, based on the theory of regionalized brand communication and the brand communication model of household appliance industry, this paper combines the application practice of Haier brand in Chongqing's successful operation of regionalized brand communication strategy. To demonstrate the role of regional brand communication strategy to promote household electrical appliances brand, to provide a regional brand communication ideas for home appliance brands, in order to formulate regional brand communication strategy with its own regional characteristics. And then more effectively promote the development of household electrical appliances brands.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.6

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