中小民营企业品牌在中小城市的传播策略、渠道、方法

发布时间：2018-02-27 09:04

本文关键词： 中小城市中小企业品牌战略传播策略　出处：《上海交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着全球最多人口的经济体-中国经济的快速发展,中国也同样经历了大量原本被禁锢在农村的人口大量涌入城市的城市化过程。由于大城市的人口急剧增加,未来几年大城市的接纳能力将急剧下降。因此,众多的中小城市和乡镇将成为中国城市化进程的主要发展力量。大多数中小城市成为农村城市化的汇入点后,将成为继特大型城市、大中型城市后的第三维城市。而随着城市化告一段落后,中小城市在未来中国国民经济中将发挥不亚于大城市的主导地位。而中国不同于其他国家的国情和人口基数也将使中国的中小城市成为企业的主要争夺点之一。中小企业由于自身技术能力、产品开发能力、人才培养和吸引力、渠道掌控能力、融资能力等的相对不足,在特大型和大中型城市的市场中基本处于劣势。当我们回头审视品牌传播的历史过程时,我们对大城市传播方法中无法解释的问题有了新的发现和认识,这就是信息传播黑洞理论,信息传播黑洞理论在一个层面解释了广告投入一直流失的问题,说明了任何一个媒体哪怕容量和内容再巨大,再吸引人,也无法将信息在同一时间(或一段时间)传递至所有细分市场。媒体和广告主,广告商所精心策划和编排的信息将会进入各个细分市场之间及细分市场和城市之间的信息黑洞中,从而无法有效到达。而当我们把目光转向正在崛起的中小城市时,我们建立了市场容量总价值模型,用以衡量城市市场容量,并提出适应中小城市的品牌传播策略。城市市场容量总价值模型通过一些企业的历史数据的分析说明一个市场的容量是由其人口数量、性别、年龄、需求和偏好、消费能力(可支配收入)、消费观念、文化层次、接受信息的数量和认同度、消费模式等亚文化特征所决定的,一个城市中具有相同的亚文化特征的群体也具有基本相同的消费偏好和消费特征。而一个城市的市场容量总价值(即在一个市场一年中可达到的销售额)是由市场人口数量、亚文化特征值决定的,其中的决定性因素就是这个城市的亚文化特征值。通过企业战略竞争的五力模型和品牌建立过程中的相关理论,城市信息传播黑洞理论、市场容量总价值和?Q值(亚文化特征值)的理论计算和现实印证等方法,我们发现了改革开放以来中小企业在中小城市的成功经验和案例,他们已经通过全新的或创新的方法在实施属于自己的品牌建立策略。针对不同亚文化特征赋予品牌独特的内涵设定品牌内涵及传播语言,进行区域细分和品牌的深度再诉求和单一区域品牌多层次战略,提升品牌影响力、建立中小企业品牌联盟等几个方面进行综合考量和设计,我们完全可以建立一种适合中小企业的品牌传播策略、传播渠道和方法。这也是中小企业在中小城市品牌建设的理论基础和发展机会。而在中小城市建立区域品牌优势和市场竞争力优势,将是中小企业的未来取胜之道。也是我国中小企业发展过程中相对于大企业的独特优势和未来发展方向。
[Abstract]:With the rapid development of economy, the world's largest population Chinese economy, China also experienced a large number of imprisoned in a large amount of rural population into the city of the city. Due to the large population of the city increased sharply, the ability to accept the next few years, the big city will drop. Therefore, many middle and small city and towns will become the main force China city in the process.
The majority of small and medium-sized city become the rural city entrance point, will become a large city, the large and medium-sized city after city 3D. And with the city came to a close, small and medium-sized city as the dominant city in the future Chinese national economy will play. While China is different from other countries and the population will also make the small and medium-sized city China become one of the main point of contention of the enterprise.
Small and medium enterprises because of their technological capabilities, product development ability, talent training and attraction, channel control ability, the relative lack of financing ability, basically at a disadvantage in the large and medium-sized city in the market. When we look back the historical process of brand communication, a new discovery and understanding we cannot explain the method of big city communication problems, this is the black hole theory of information dissemination, information dissemination of the black hole theory explains the problem of the loss of advertising has been on one level, that any one of the media even capacity and the content is huge, to attract people, also can make the information at the same time (or time) transfer to all segments of the market. The media and advertisers, advertisers between careful planning and arrangement of information will enter into various market segments and between market segments and city information black hole, thus unable to Arrive effectively.
When we turn to the small and medium-sized city is on the rise, we set up the capacity of the total market value model is used to measure the city market capacity, and put forward appropriate brand communication strategy of small and medium sized city. City capacity of the total market value model through the analysis of historical data of some enterprises that a market capacity is determined by its population gender, age, needs and preferences, consumption capacity (disposable income), consumer attitudes, cultural level, accept the amount of information and identity, which determines the consumption mode sub culture, has the same subculture characteristic of a city in the community is basically the same consumer preferences and consumption characteristics. And one of the city's total market capacity value (that is, in a market in a year to achieve sales) is a market population, theinteractkusohascharacteristicsofthesub value decision, which is the decisive factor The subcultural characteristics of a city.
The five forces model and brand competition strategy through the enterprise to establish the theory in the process of city information dissemination black hole theory, market capacity and the total value of? Q value (theinteractkusohascharacteristicsofthesub value) of the theoretical calculation and practical proof method, we found that since the reform and opening up, small and medium-sized enterprises in small and medium-sized city's successful experience and case method they have been through new or innovative establishment strategy in the implementation of their own brand.
According to the characteristics of different sub cultures to give the brand connotation and brand connotation set communication language, region segmentation and brand appeal and a single depth multi-level regional brand strategy, enhance the brand influence, the establishment of several small and medium-sized enterprises brand alliance for the comprehensive consideration and design, we can establish a suitable for small and medium enterprises brand communication strategy, communication channels and methods. This is the small and medium-sized enterprises in the theoretical foundation and opportunities for small and medium city brand construction. And the establishment of regional brand advantage and market competitive advantages in small and medium-sized city, will be the way to win the future of SMEs. China is the development of small and medium-sized enterprises in the process of unique advantages than large enterprises and future development the direction.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

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