快速消費(fèi)品網(wǎng)絡(luò)品牌推廣研究
發(fā)布時(shí)間：2018-08-09 17:38
【摘要】： 本文就快速消費(fèi)品行業(yè)的網(wǎng)絡(luò)推廣進(jìn)行研究,試圖證明網(wǎng)絡(luò)媒體是快速消費(fèi)品行業(yè)打造和維護(hù)品牌的最佳通路。文章從快速消費(fèi)品行業(yè)的營(yíng)銷環(huán)境著手,通過分析該行業(yè)的產(chǎn)品特質(zhì)、市場(chǎng)狀況、消費(fèi)群體和營(yíng)銷推廣方式的轉(zhuǎn)變,說明快速消費(fèi)品需要新的推廣方式來促進(jìn)品牌的長(zhǎng)足發(fā)展。借助對(duì)網(wǎng)絡(luò)媒體特點(diǎn)、網(wǎng)絡(luò)口碑效應(yīng)和媒體傳播縱深度的分析,證明網(wǎng)絡(luò)媒體是快速消費(fèi)品行業(yè)品牌發(fā)展的優(yōu)化平臺(tái)。同時(shí),本文結(jié)合實(shí)際案例,就快速消費(fèi)品的品牌推廣體系和網(wǎng)絡(luò)品牌形象設(shè)計(jì)進(jìn)行了闡釋,提出了以互動(dòng)為基準(zhǔn)的快速消費(fèi)品的網(wǎng)絡(luò)品牌推廣方式,以及在整合的基礎(chǔ)上開展快速消費(fèi)品的網(wǎng)絡(luò)品牌推廣活動(dòng)的觀點(diǎn)。本文還對(duì)快速消費(fèi)品進(jìn)行網(wǎng)絡(luò)品牌推廣存在的誤區(qū)及發(fā)展方向進(jìn)行了探討,著重于理論與實(shí)際相結(jié)合,期冀對(duì)我國(guó)快速消費(fèi)品行業(yè)的品牌發(fā)展具有較強(qiáng)的指導(dǎo)意義。
[Abstract]:This paper studies the network promotion of FMCG industry and tries to prove that network media is the best way for FMCG industry to build and maintain its brand. This paper starts with the marketing environment of FMCG industry, and by analyzing the product characteristics, market conditions, consumer groups and the transformation of marketing and promotion mode of the FMCG industry, shows that FMCG needs a new promotion way to promote the rapid development of the brand. By analyzing the characteristics of network media, the effect of network word-of-mouth and the depth of media communication, it is proved that network media is an optimized platform for the development of fast moving consumer goods industry brand. At the same time, combining with the actual cases, this paper explains the brand promotion system and the network brand image design of FMCG, and puts forward the network brand promotion mode of FMCG based on interaction. And on the basis of integration of fast-moving consumer goods online brand promotion activities. This paper also discusses the misunderstanding and development direction of fast moving consumer goods in the network brand promotion, focusing on the combination of theory and practice, which is expected to have a strong guiding significance for the brand development of fast moving consumer goods industry in China.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274
本文編號(hào)：2174818
[Abstract]:This paper studies the network promotion of FMCG industry and tries to prove that network media is the best way for FMCG industry to build and maintain its brand. This paper starts with the marketing environment of FMCG industry, and by analyzing the product characteristics, market conditions, consumer groups and the transformation of marketing and promotion mode of the FMCG industry, shows that FMCG needs a new promotion way to promote the rapid development of the brand. By analyzing the characteristics of network media, the effect of network word-of-mouth and the depth of media communication, it is proved that network media is an optimized platform for the development of fast moving consumer goods industry brand. At the same time, combining with the actual cases, this paper explains the brand promotion system and the network brand image design of FMCG, and puts forward the network brand promotion mode of FMCG based on interaction. And on the basis of integration of fast-moving consumer goods online brand promotion activities. This paper also discusses the misunderstanding and development direction of fast moving consumer goods in the network brand promotion, focusing on the combination of theory and practice, which is expected to have a strong guiding significance for the brand development of fast moving consumer goods industry in China.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 黃孝俊,徐偉青;口碑傳播的基本研究取向[J];浙江大學(xué)學(xué)報(bào)(人文社會(huì)科學(xué)版);2004年01期
，本文編號(hào)：2174818
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