联系我们

论文查询结果	返回搜索

论文编号：	14366
作者编号：	2320213699
上传时间：	2023/12/12 16:43:25
中文题目：	新消费时代下小仙炖燕窝品牌传播研究
英文题目：	Research on the Dissemination of Xiaoxiandun Bird''s Nest Brand in the New Consumer Era
指导老师：	李亚
中文关键字：	新消费，小仙炖，品牌传播
英文关键字：	The New Consumer Era,XiaoXianDun,Brand Communication
中文摘要：	党的十九大报告指出：“我国经济已经进入新常态，正在向高质量发展阶段转变，经济发展处在攻坚期”。“高，新，优，特”已经成为一种新的消费潮流，中高端的消费需求正在快速增长。消费需求的多元化尤其是新型消费品的发展前景也十分被看好。追求品质成为了高品质消费人群的主要考量依据，而中国品牌的崛起，也将国产商品的个性化消费推向了潮流的趋势。利用大数据分析和成熟的供应链，生产出更符合消费者需求的产品，提高产品与消费场景的匹配度。提升品牌的内涵，中国品牌从质量、服务和功能三个层面上构建完善的产品体系；从营销和服务提供差异化的场景闭环。在新消费品崛起的背景下，以全渠道、创新、丰富的品牌内容为核心，国潮品牌建立了全新的传播潮流。 近些年，随着互联网科技的迅猛发展、以传统电商、社交电商、兴趣电商等新型渠道的兴起也在重塑商业模式及生态系统。传统媒介被新媒体替代，渠道的多元发展，都为品牌的数字化营销和传播提供了丰富的空间和可能性。与此同时，伴随社会经济的快速发展而来的是新的消费群体，他们被定义为各种市场人物画像，如Z世代、精致妈妈、小镇青年等。这些新消费群体对生活品质的追求以及更加关注自我的表达。也孕育了新的市场机会。短短几年一大批新兴消费品牌随之涌现，像元气森林、完美日记等品牌的发展迅速且壮大，各自通过品牌传播策略抢占市场，在竞争中成长为细分品类中的领先品牌。 本次研究将以新消费品代表品牌－小仙炖品牌为例，通过品牌定位、品牌传播理论为基础，结合拉斯韦尔“5W”传播模型，对国内外研究现状和相关理论进行了回顾，对小仙炖燕窝品牌内外部环境开展了分析，通过对公司品牌管理和品牌传播的现状分析，归纳提出了该公司品牌传播三个方面的问题，即品牌差异化特别是品类认知的不足，品牌高端化的形象塑造不足，以及品牌传播渠道的效果预估不佳。针对以上问题，结合相关理论和研究总结出提出小仙炖燕窝品牌需要从品牌内容和产品涉及的差异化打造，传播渠道的优化，关注客户的口碑建设，打造品牌高端形象等一系列动作进行传播策略优化。
英文摘要：	The report The report of the 19th National Congress of the Communist Party of China stated that "China's economy has entered a new normal and is transitioning to a stage of high-quality development, with economic development in a critical period of overcoming difficulties." "High, new, excellent, and unique" has become a new consumption trend, and high-end consumer demand is rapidly growing. The diversification of consumer demand, especially the development prospects of new consumer goods, is also highly promising. The pursuit of quality has become the main consideration for high-quality consumers, and the rise of Chinese brands has also pushed the personalized consumption of domestic goods towards the trend. Using big data analysis and mature supply chains to produce products that better meet consumer demand and improve the matching degree between products and consumption scenarios. Enhance the connotation of the brand, and build a complete product system for Chinese brands from the three levels of quality, service, and functionality; provide differentiated scenario closed-loop from marketing and service. In the context of the rise of new consumer goods, with全渠道, innovation, and rich brand content as the core, domestic trend brands have established a new trend of communication. In recent years, with the rapid development of Internet technology and the rise of new channels such as traditional e-commerce, social e-commerce, and interest e-commerce, business models and ecosystems are being reshaped. Traditional media is being replaced by new media, and diversified channel development provides rich space and possibilities for digital marketing and communication of brands. At the same time, with the rapid development of the social economy, new consumer groups have emerged, who are defined as various market personas, such as Generation Z, sophisticated mothers, small-town youth, etc. These new consumer groups pursue quality of life and pay more attention to self-expression. It has also bred new market opportunities. In just a few years, a large number of emerging consumer brands have emerged, such as Yuanqi Forest, Perfect Diary, and other brands that have rapidly developed and grown. Each brand has seized the market through brand communication strategies and grown into a leading brand in segmented categories through competition. . This study will take XiaoXianDun, a representative brand of new consumer goods, as an example. Based on brand positioning and brand communication theories, combined with Lasswell's "5W" communication model, this study reviews current research and related theories domestically and internationally, analyzes the internal and external environment of Company X, and summarizes three aspects of the company's brand communication problems through an analysis of the company's brand management and brand communication status quo: insufficient brand differentiation, especially in category cognition; insufficient of high-end brand image; and ineffective estimation of brand communication channels. To address these issues, combined with relevant theories and research, it is proposed that Company X needs to optimize its communication strategy through a series of actions such as differentiating its brand content and product involvement, optimizing its communication channels, focusing on customer reputation building, and creating a high-end brand image.
查看全文：	预览  下载(下载需要进行登录)