【摘要】：近年來(lái)隨著中國(guó)快消品市場(chǎng)政策的放寬，國(guó)民消費(fèi)水平的提高，我國(guó)的休閑食品產(chǎn)業(yè)進(jìn)入了一個(gè)新的發(fā)展階段。同時(shí)，本土休閑食品品牌與進(jìn)入中國(guó)市場(chǎng)的進(jìn)口品牌展開(kāi)了激烈競(jìng)爭(zhēng)，這就要求中國(guó)的休閑食品企業(yè)必須改善企業(yè)的品牌傳播以滿足市場(chǎng)競(jìng)爭(zhēng)的需要。終端是企業(yè)的產(chǎn)品最終接觸消費(fèi)者的環(huán)節(jié)，消費(fèi)者在終端購(gòu)買(mǎi)產(chǎn)品并感知品牌形象，所以終端傳播是企業(yè)品牌傳播活動(dòng)中的重要一環(huán)。 但是筆者經(jīng)過(guò)實(shí)證研究發(fā)現(xiàn)，大部分休閑食品企業(yè)的終端傳播存在著終端傳播活動(dòng)同質(zhì)化嚴(yán)重、過(guò)度使用降價(jià)促銷傳播手段、終端傳播信息不一致、包裝及終端廣告?zhèn)鞑バЧ芳选⒑鲆暸c消費(fèi)者溝通等問(wèn)題。一些企業(yè)只重視終端的銷售功能而忽略了它的品牌塑造功能，一些企業(yè)盲目的制定終端傳播策略，投入了大量的財(cái)力、物力卻沒(méi)有收到應(yīng)有的傳播效果。 根據(jù)實(shí)證調(diào)查結(jié)果和終端的傳播特性，筆者針對(duì)我國(guó)休閑食品終端傳播存在的問(wèn)題，提出了休閑食品的硬終端傳播策略和軟終端傳播策略。硬終端與軟終端是業(yè)界按終端構(gòu)成要素的運(yùn)作類型對(duì)終端進(jìn)行的分類，這樣的分類便于企業(yè)對(duì)終端進(jìn)行統(tǒng)籌管理并做出更有針對(duì)性的終端傳播策略。硬終端是指終端的硬件物料及設(shè)施，內(nèi)容包括產(chǎn)品包裝、陳列、廣告、贈(zèng)品、購(gòu)物環(huán)境等。軟終端是企業(yè)圍繞營(yíng)銷活動(dòng)所展開(kāi)的人與人之間協(xié)調(diào)與溝通，內(nèi)容包括終端執(zhí)行力、終端管理人員的專業(yè)素質(zhì)、銷售人員的儀容儀表和銷售技能、客情關(guān)系等。 包裝是硬終端傳播的第一步，設(shè)計(jì)人員可以設(shè)計(jì)趣味化、便利化和具有品牌個(gè)性的包裝以促使消費(fèi)者進(jìn)行購(gòu)買(mǎi)，也可以根據(jù)實(shí)際情況設(shè)計(jì)實(shí)用化、系列化及有節(jié)日味的包裝來(lái)促使消費(fèi)者保留包裝，以達(dá)到持續(xù)傳播品牌信息的目的。終端陳列展示可以定期改變?cè)煨鸵员惚３窒M(fèi)者對(duì)產(chǎn)品展示的新鮮感，而打造具有藝術(shù)美感的終端陳列可以吸引更多的消費(fèi)者。終端廣告的差異化、凸顯主題、統(tǒng)一風(fēng)格策略可以促進(jìn)產(chǎn)品銷售和提升品牌形象，此外，終端廣告活動(dòng)需注意吸引消費(fèi)者的參與熱情來(lái)加深消費(fèi)者的品牌認(rèn)同。企業(yè)也可以開(kāi)發(fā)自有終端，利用企業(yè)展館、旗艦店來(lái)進(jìn)行品牌傳播活動(dòng)。在加強(qiáng)硬終端傳播的同時(shí)，休閑食品企業(yè)還必須加強(qiáng)軟終端傳播，如提高終端相關(guān)管理人員的專業(yè)素質(zhì)、打造高素質(zhì)的銷售隊(duì)伍等，這是軟終端傳播的關(guān)鍵，同時(shí)企業(yè)還需構(gòu)建和維護(hù)良好的客情關(guān)系，以便爭(zhēng)取更多的終端優(yōu)勢(shì)和忠實(shí)顧客。
[Abstract]:In recent years, with the relaxation of the market policy and the improvement of the level of national consumption, China's snack food industry has entered a new stage of development. At the same time, local snack food brands and imported brands entering the Chinese market have launched fierce competition, which requires Chinese snack food enterprises to improve their brand communication to meet the needs of market competition. Terminal is the final contact of enterprise products with consumers. Consumers buy products and perceive brand image at the terminal, so terminal communication is an important part of enterprise brand communication activities. However, through empirical research, the author finds that the terminal communication activities of most snack food enterprises are homogenized, the excessive use of price reduction promotion means, the terminal communication information is inconsistent. Packaging and terminal advertising dissemination effect is poor, ignoring communication with consumers and other issues. Some enterprises only attach importance to the sales function of the terminal and ignore its brand shaping function. Some enterprises blindly formulate the terminal communication strategy and invest a lot of financial resources but not receive the due communication effect. According to the results of empirical investigation and the characteristics of terminal communication, the author puts forward the hard terminal communication strategy and soft terminal communication strategy of snack food in view of the problems existing in the terminal transmission of snack food in China. The hard terminal and the soft terminal are classified according to the operation type of the terminal elements in the industry. This kind of classification is convenient for the enterprise to manage the terminal as a whole and to make a more targeted terminal communication strategy. Hard terminal refers to the terminal hardware material and facilities, including product packaging, display, advertising, gifts, shopping environment and so on. Soft terminal is a kind of coordination and communication between people, which includes terminal executive power, professional quality of terminal manager, appearance and skills of sales personnel, customer relationship and so on. Packaging is the first step in hard terminal communication. Designers can design interesting, convenient and branded packaging to encourage consumers to buy, or they can design practical products according to the actual situation. Serialized and holiday-flavored packaging to encourage consumers to retain packaging to achieve the purpose of continuous dissemination of brand information. Terminal display can change the shape regularly to keep consumers fresh on product display, while creating terminal display with artistic beauty can attract more consumers. The differentiation of the terminal advertisement, highlighting the theme, unifying the style strategy can promote the product sales and promote the brand image. In addition, the terminal advertising campaign should pay attention to attracting the enthusiasm of the consumer to deepen the brand identity of the consumer. Enterprises can also develop their own terminals, the use of enterprise pavilions, flagship stores to carry out brand communication activities. While strengthening hard terminal communication, snack food enterprises must also strengthen soft terminal communication, such as improving the professional quality of terminal related managers and building high quality sales force, which is the key of soft terminal communication. At the same time, enterprises also need to build and maintain a good customer relationship in order to strive for more terminal advantages and loyal customers.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G206;F723

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