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论文编号：	11911
作者编号：	2320170518
上传时间：	2020/8/7 18:17:30
中文题目：	C企业文物保护品牌营销策略及其实施研究
英文题目：	Research on Brand Marketing Strategy and Implementation of Cultural Relics Protection in Enterprise C
指导老师：	李桂华
中文关键字：	品牌营销；品牌策略；核心竞争力
英文关键字：	Brand marketing; Brand strategy; Core competence
中文摘要：	我国文物保护现状日趋严峻，对于文化遗产保护这个课题，国家、文物保护单位、社会力量三个层面都在践行。尽管目前文物的保管方（博物馆、纪念馆或民间收藏家等）意识到“预防性保护”的重要性，也亲身经历着文物因环境问题惨遭慢性损毁的事例，由于对文物保护小微环境的重视不够，或者明确了环境控制的重要性却不知如何有效改善，针对文物保存环境研发的新技术因缺乏品牌影响力而无用武之地。为了让人类文明多留存一些记忆，少一些遗憾，应用新技术保护文物是现实需要。为了让新技术能切实为文物贴身保驾护航，使经济利益与社会利益相得益彰，提升该技术及技术提供单位的社会知名度、美誉度、忠实度尤为重要。 本研究选取C企业进行案例分析。本研究在对C企业营销环境分析基础上，确定C企业目标市场：以南方市场为主阵地，辐射全国；以国有博物馆的标杆性项目，带动民间藏品市场开发。确定品牌定位：立足特种装备制造中高端产业，聚焦国有文物保护和民间藏品保护这两个细分市场，以气密低氧气调核心技术在文物及藏品储存、防虫害、抑霉菌保护方面的应用，提升经营业绩与市场影响力，谋求更大的资本价值和社会效益。 明确品牌价值观为“敬畏历史，传承文明”，并以品牌价值观为核心，完善品牌基调和品牌精神。从产品思维上升到客户精神需求思维，提出适用于C企业的品牌设计、品牌传播、品牌形象和品牌系统管理等品牌营销策略。以尊重品牌资产和品牌理念的创新思想建立品牌标准规范，并在规范指导下建立完善的视觉体系、产品体系、人员行为体系，使品牌形象不仅仅体现在技术领先，更多展现企业的价值观使命，全面提升品牌强度。重视移动互联网时代特点，开发新的场景传播等，积累消费者的注意力和记忆度，以保持清晰的品牌核心利益诉求，长期占据消费者的心智。论述了品牌营销策略实施的组织建设、人力资源、技术应用以及制度方面的保障措施。 本研究对C企业具有重要的现实意义。第一，明确品牌营销的战略意义；第二，提供具体的品牌营销策略；第三，突出呈现技术先进性的社会价值。同时，对潜在市场的深度挖掘，在营销过程中重视技术的先进性和实际应用价值，可避免目标用户误解新技术产品与其他产品同质化，或与其他产品混淆，此时，应用鲜明的品牌标签区别于其他产品至关重要。在文物保护领域专业化、个性化技术服务的发展进程中，满足用户不断产生的产品和服务需求。
英文摘要：	With the increasingly severe situation of cultural relics, the state, cultural relics protection units and social forces are practicing the cultural heritage topic. The current preservers (museums, memorial halls or folk collectors, etc.) are aware of the importance of “preventive protection”. However, they are still undergoing the chronic destruction of cultural relics due to environmental issues, specifically in lack of attention to the microenvironment of cultural relics protection, realizing importance of environmental control but with difficulties in how to improve effectively, and uselessness of new technologies of preservation environment for lacking of brand influence. There is realistic essential to apply new technologies for cultural relics protection to retain more memories and less regrets on human civilization. It is particularly important to enhance the social publicity, reputation and loyalty of the technology and technology suppliers to ensure the new technology can effectively protect cultural relics and realize economic interests and social interests complement each other. C enterprise is selected for case analysis in the thesis. Based on the analysis of the marketing environment of C,this thesis defines the target market:As the main position, the southern market radiates across the country;With the benchmarking projects of state-owned museums, the market development of folk collections will be promoted.The brand positioning is determined:Based on medium and high end industries of special equipment manufacturing,Focus on the protection market of state-owned cultural relics and folk collections,The core technology of airtight and low oxygen adjustment is applied in the storage of cultural relics and collections, pest prevention and mold inhibition protection.In order to improve the business performance and market influence, and then seek greater capital value and social benefits. Put forward the brand values of "revere history, inherit civilization", and take brand values as the core to improve the tone and spirit of the brand.From product thinking to customer spiritual demand thinking, this paper puts forward brand marketing strategies suitable for C enterprise, such as brand design, brand communication, brand image and brand system management.To respect the brand equity and brand concept of innovative ideas to establish brand standards and norms, and under the guidance of norms to establish a sound visual system, product system, personnel behavior system, so that the brand image is not only reflected in the leading technology, but also more show the values and mission of the enterprise, and comprehensively enhance the brand strength.Pay attention to the characteristics of the mobile Internet era, develop new scene communication, and accumulate consumers' attention and memory, so as to maintain a clear demand for brand core interests and occupy the minds of consumers for a long time.This paper elaborates the organization construction, human resources, technology application and system guarantee measures of the guarantee measures in implementating brand marketing strategy. This thesis has great practical significance for C enterprise. Firstly, defines the strategic significance of brand marketing; Secondly, proposes specific brand marketing strategies; Thirdly, highlights the social value of advanced technology. In the meantime, in-depth exploration of the potential market, emphasis on the advanced technology and practical application value in the marketing process can avoid the misunderstanding of target users to homogenization between the new technology products and other products, or confusion with other products. In this case, it is significant to apply distinct brand labels to distinguish various products. In the course of cultural relics protection，the development of specialized and personalized technical services is capable of meeting the constant demand of users for products and services.
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