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论文编号：	11384
作者编号：	2320170400
上传时间：	2019/12/13 15:02:32
中文题目：	华硕公司笔记本电脑网络互动整合营销 传播策略研究——以ROG系列为例
英文题目：	Research on the ASUS Internet Interactive Integrated Marketing Communications Strategy of Notebook Computer: Case-study of ROG Series
指导老师：	申光龙
中文关键字：	华硕公司；ROG系列产品；互动式整合营销传播；利害关系者；网络营销
英文关键字：	ASUS Computer；ROG Product Series；Interactive Integrated Marketing Communications；Stakeholders；Internet Marketing
中文摘要：	进入新世纪，整合营销传播理论和实际应用也取得了新的突破。包括舒尔茨在内的学者在深化研究的基础上提出了价值型整合营销传播的理念；由传播工具整合的层面提升到公司整体战略层面，并提出要把顾客视为资产，传播视为投资的观点。移动互联网技术的快速发展，正在深刻地改变企业业已习惯的商业环境和用户互动沟通方式。基于互动媒体、数据库及利害关系者管理的互动式整合营销传播开始成为企业创造价值的重要战略手段。 从2013年开始，中国国内个人电脑市场总量一直持续下滑。同时，伴随着京东、天猫等电商平台地迅速崛起，也令传统个人电脑制造企业过往利用信息不对等所建立的市场话语权急剧减弱。面对这样严峻的内部和外部环境，国内个人电脑企业的生存压力与日俱增，同时过往20年建立起来的相对稳定的市场格局也开始出现裂缝和重建的迹象。面对困境，各电脑制造企业选择了不同的市场策略进行突围尝试。有企业选择低价策略，有企业选择全面转向互联网销售…文章选取个人电脑制造前三大企业进行了市场策略的对比分析和研究后制定了符合华硕公司情况的互动式整合营销传播策略。一方面能够让我们相对准确地把握华硕公司ROG系列产品的营销现状，同时又能为同质化问题日趋严重的个人电脑制造企业在存量市场中如何制定正确的营销策略提供借鉴。 整合营销传播的概念和理论为华硕公司在中国国内市场的业务拓展提供了理论依据和发展方向。本研究从互动式整合营销传播、网络营销、利害关系者等理论出发，优化了华硕公司ROG系列产品既有的整合营销传播策略，具体提出适用于华硕公司ROG系列产品的互动式整合营销传播策略，为华硕公司ROG系列产品规划了一条可实施，有前途的产品营销之路。
英文摘要：	In the 21st century, new breakthroughs have been made in the application of integrated marketing communication theory and practice. Schultz and other scholars put forward the concept of value-based integrated marketing communication on the basis of in-depth research; from the level of integration of communication tools to the overall strategic level of the company, and put forward the view that customers should be regarded as assets and communication as investment. The rapid development of mobile Internet technology is profoundly changing the business environment and user interaction communication mode which enterprises have been accustomed to. Interactive integrated marketing communication based on interactive media, database and stakeholder management has become an important strategic means for enterprises to create value. China's domestic PC market has been declining since 2013. On the contrary, thanks to the rapid development of mobile internet, smartphones are facing tremendous market growth opportunities. At the same time, along with the rapid rise of e-commerce platforms such as JD and TMALL, the traditional PC manufacturing enterprises used to use information asymmetry to establish market discourse power has been sharply weakened. Faced with such a severe internal and external environment, the survival pressure of domestic PC enterprises is increasing day by day. At the same time, the relatively stable market structure established in the past 20 years has begun to show signs of cracks and reconstruction. Faced with the predicament, computer manufacturing enterprises choose different market strategies to try to break through. Some enterprises choose low-price strategy, others choose to turn to Internet sales in an all-round way. This paper chooses three major enterprises of PC system to make a comparative analysis and Research on their market strategies. On the one hand, it can help us grasp the marketing status of ASUS ROG product series relatively accurately, and at the same time, it can provide reference for PC manufacturing enterprises which are facing increasingly serious homogenization problems to formulate correct marketing strategies in the stock market. The concepts and theories of integrated marketing communication provide the theoretical basis and development direction for ASUS to expand its business in China's domestic market. Based on the theory of interactive integrated marketing communication, network marketing and stakeholders, this study optimizes the shortcomings and shortcomings of ASUS ROG product series integrated marketing communication strategy, and puts forward the interactive integrated marketing communication strategy suitable for ASUS computer ROG product series.
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