联系我们

论文查询结果	返回搜索

论文编号：	9897
作者编号：	2220132423
上传时间：	2018/5/26 15:26:37
中文题目：	新媒体环境下三星电子产品品牌管理策略
英文题目：	Research on Brand Management Strategy and Implement of Samsung Electronic Products in New Media Environment
指导老师：	白长虹
中文关键字：	新媒体；电子产品；品牌管理
英文关键字：	New media；Electronic products；Brand management
中文摘要：	自解放以来，我国通讯市场为国家建设提供了重要的信息沟通保障，大力支撑了国民经济的发展，推动了“四化”的进程。“十三五”全面建成后，通讯工业将获得实质性提升，建成世界通讯强国具有重要意义。从通讯行业发展看，已进入峰值平稳区。据有关单位统计，2012年，我国通讯市场用户规模已经在10亿户以上。互联网业方兴未艾，逐渐被应用于营销领域，催生出新媒体营销，对于公司品牌塑造及维护客户方面意义重大。 本文主要研究新媒体环境下三星电子品牌营销策略。本研究运用企业品牌管理的相关理论对三星电子所处的内外部环境以及新媒体环境带来的机遇进行了深入地分析，在此基础上，明确了三星电子新媒体环境下的品牌营销策略，并在总体策略制定的基础之上对营销实施进行细化，然后为了保证品牌营销策略的顺利实施，制定出了一系列三星电子品牌营销策略实施保障措施，，通过本文的研究，一方面可以帮助三星电子有效抵御来自竞争对手的攻击，另一方面也可以为同类企业加强品牌管理提供有益启迪。 经过研究，三星电子目前在品牌营销方面产品的优势在逐渐缩小，公司内部销售体系较为混乱，品牌资源利用效率低下。三星电子目前是世界先进的电子设备制造企业，具备良好的人力、物力及财力优势，通过内外部环境的分析得出三星电子在品牌营销方面存在的问题，并制定了深化品牌营销内容、促进互动及实现品牌落地及增强新媒体环境下企业的品牌道德责任感策略，随后提出了三星电子品牌营销策略实施步骤及所需资源配置，最后提出三星电子营销策略的实施保障。 关键词：新媒体；电子产品；品牌管理
英文摘要：	Since the liberation, China's telecommunications market for the country to provide an important means of communication and communication, and vigorously support the development of the national economy, and promote the "four" process. "13th Five-Year Plan" is the decisive stage of China's comprehensive construction of a well-off society. It is also a key stage in the structural reform and transformation and upgrading of the communications industry. It is of great significance to build a world power for communications. From the development of the communications industry, has entered the peak smooth area. According to the relevant units statistics, in 2012, China's telecommunications market users have been in the scale of more than 1 billion. At present, the world's Internet industry is moving towards socialization, and as a more active emerging marketing focus, in the new media environment, brand marketing in shaping the brand, the customer's establishment and maintenance aspects and sales Promotion has an increasingly important role. This article mainly studies the marketing strategy of Samsung electronic brand in the new media environment. Based on the relevant theories of brand management, this paper makes an in-depth analysis of the internal and external environment and the opportunities brought by Samsung Media. On this basis, it clarifies the brand marketing strategy of Samsung's new media environment, And in order to ensure the successful implementation of brand marketing strategy, to develop a series of Samsung electronic brand marketing strategy implementation of security measures, through the study of this article, on the one hand can help Samsung Electronics effectively resist the strong attack from competitors, on the other hand can also enhance the brand management for similar enterprises to provide useful inspiration. After research, Samsung Electronics in the brand marketing products in the advantages of gradually narrowing, the company's internal sales system is more chaotic, the use of brand resources inefficient. Samsung Electronics is currently the world's leading electronic equipment manufacturing enterprises, with good human, material and financial advantages, through internal and external environmental analysis of Samsung Electronics brand marketing in the existing problems, and developed a deep brand marketing content to promote interaction And the realization of the brand landing and enhance the new media environment, corporate brand moral responsibility strategy, then put forward the Samsung electronic brand marketing strategy implementation steps and the required resource allocation, and finally put forward the implementation of Samsung's e-marketing strategy to protect. Key Words: New media；Electronic products；Brand management
查看全文：	预览  下载(下载需要进行登录)