联系我们

论文查询结果	返回搜索

论文编号：	14540
作者编号：	2120223731
上传时间：	2024/6/1 16:45:40
中文题目：	WL米业公司五常大米产品互动整合营销传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of the WuChang Rice Product of WL Rice Co. LTD.
指导老师：	申光龍
中文关键字：	五常大米;互动式整合营销传播;利害关系者;网络营销
英文关键字：	WuChang Rice; Interactive Integrated Marketing Communications; Stakeholders; Internet Marketing
中文摘要：	五常大米是中国稻米的著名品种之一，以口感香糯、品质优良等特点著称。 然而作为中国稻米的重要品牌，五常大米在其产业发展上仍然存在许多问题， 例如品牌形象单一、产品同质化严重、营销能力较弱等。这些问题使产业整体 发展缓慢，市场规模停滞。企业层面，产业中的大型企业以规模化、低成本战 略不断扩大市场份额，而中小微企业如何制定行之有效的营销战略已是企业生 死存亡的关键。文章以互动式整合营销传播为基础理论，制定了 WL 米业公司 五常大米产品的互动式整合营销传播策略，该策略也为产业内其他小微型企业 制定营销传播策略??供参考。 整合营销传播的理念从 20 世纪 80 年代中期兴起，由舒尔茨教授带领的美 国西北大学的研究组??出，发展至今已经成为了一种成熟的管理范式。其核心 是营销传播管理者以“由外而内”的思想为导向，以与利害关系者有效沟通为 目标，通过整合运用所有营销传播手段，实现企业与利害关系者双赢的传播战 略。随着信息技术的迅猛发展，整合营销传播理论在实践中开始强调与利害关 系者的互动，于是基于数据库、互动媒体和利害关系者管理的互动式整合营销 传播逐渐成为被企业广泛认可和应用的营销战略。网络技术的发展改变了企业 同利害关系者互动的方式，如今网络营销已成为各行业拓展市场、??高品牌影 响力的必要手段。 本研究先就五常大米加工及销售市场的现状进行了分析，以互动式整合营 销传播理论为基础，总结了现阶段 WL 米业公司五常大米产品在互动式整合营 销传播方面存在的问题，制定了 WL 米业公司五常大米产品的数据库管理、利 害关系者管理以及互动媒体模块，构建了 WL 米业公司五常大米产品的互动式 整合营销传播策略，并进一步研究了策略实施及绩效评价方案，为 WL 米业公 司五常大米产品的整合营销传播，??升品牌知名度，维护利害关系者关系，增 加企业竞争力??供了有效路径。
英文摘要：	WuChang rice is one of the renowned varieties of rice in China, known for its fragrant and glutinous texture, as well as excellent quality. However, as a significant brand in the Chinese rice industry, WuChang rice still faces numerous challenges in its industrial development, such as a singular brand image, severe product homogenisation, and weak marketing capabilities. These issues contribute to the overall sluggish development of the industry and a stagnant market size. At the enterprise level, large-scale companies in the industry continually expand market share through strategies focused on scale and low-cost, while small and medium-sized enterprises grapple with the critical task of formulating effective marketing strategies for their survival. This paper, based on market analysis, formulates an interactive integrated marketing communication strategy tailored to the situation of the WuChang Rice product of WL Rice Co. LTD., the strategy also offers insights into other small and micro rice processing enterprises devising marketing communication strategies. The concept of integrated marketing communication (IMC) emerged in the mid-1980s, introduced by Professor Schultz and his research group at Northwestern University in the United States. Over time, it has evolved into a mature management paradigm. The core idea revolves around marketing communication managers adopting an "outside-in" strategic approach, aiming for effective communication with stakeholders. Supported by information technology, IMC integrates and utilises all marketing communication channels to achieve a win-win communication strategy between the enterprise and stakeholders. With the rapid development of information technology, IMC theory now emphasises interaction with stakeholders in practice. Consequently, interactive integrated marketing communication based on databases, interactive media, and stakeholder management has become a widely recognized and applied marketing strategy for enterprises. The development of internet technology has changed the means enterprises interact and communicate with stakeholders. Today, online marketing has become a necessary means for industries to expand markets and enhance brand influence. This study first analyzes the current situation of processing and sales markets for Wuchang rice. Based on the theory of interactive integrated marketing communication, it summarizes the problems existing in the interactive integrated marketing communication of Wuchang rice products of WL Rice Company at the present stage. It formulates the database for WL Rice Company's Wuchang rice products, stakeholder management, and interactive media-related modules. The study proposes an interactive integrated marketing communication strategy suitable for WL Rice Company's Wuchang rice products and further investigates the strategy's implementation and performance evaluation plan. This provides an effective path for the integrated marketing communication of WL Rice Company's Wuchang rice products, enhancing brand awareness, maintaining stakeholder relationships, and increasing corporate competitiveness.
查看全文：	预览  下载(下载需要进行登录)