长虹如何借体验营销提升品牌价值

发布时间：2018-08-06 08:13

【摘要】： 中国相对成熟的家电行业,先期的规模化已经让其具有了一定的国际竞争力,但是长虹作为中国家电业代表却面临着重重的困境。长虹在国内市场举步维艰,在国际市场也屡受挫折,变革与创新已势在必行。本文旨在用实证的研究方法尝试以营销创新提升长虹品牌价值,为改变其在国内外市场的竞争状况探索一条新的道路。随着社会高度富裕、文明与发达,信息技术的高速发展、品牌至上观念的深入人心以及传媒和娱乐的普及,我们的社会已经进入了体验经济时代。本文通过介绍体验经济与传统经济、体验营销与传统营销以及品牌形象与品牌体验这三对关系的差别,引入以体验营销来全面改善品牌体验并运用到实践中。体验的性质及类型、战略体验模块、混合式体验等理论是是运用体验营销的基础理论。 “长虹感观革命”营销战役是一次成功的体验营销的尝试。它以“感观就是标准”引发消费者思考;以各种媒介的整合并在特定时间,特定范围的强势出击制造话题效益;以全新的产品系列为消费者带来新的感官体验;以极具冲击的平面创意为消费者带来感官的刺激;用“感观评判师”招募活动与消费者形成互动——诸多体验营销元素的运用,为消费者创造了感观体验,思考体验,行动体验三大基本体验模块,使长虹初次尝试体验营销的实证研究取得了空前的成功。基于“长虹感观革命”营销活动的成功实施,我们尝试引入顾客体验平台和体验矩阵的理论架构来全面规划长虹的品牌体验。以“让每个人受益”作为长虹的体验定位;以“更聪明、更舒适、更酷”作为长虹的体验价值承诺;以“快乐创造C生活”为长虹的体验主题。三者构成长虹的顾客体验平台,并在体验媒介和体验战略模块的二维矩阵的每一个节点上实施体验,形成了长虹品牌体验的全面规划,找到从根本上强化长虹品牌体验的实施方法。最后,引入品牌资产管理理论,对长虹实施体验营销前后品牌资产进行评估:长虹的品牌资产在品质认知度、品牌联想、品牌忠诚度这三方面都得到了极大的提升,表明品牌体验的确会带动企业品牌价值的增长。同时根据世界品牌实验室(WBL)发布的第三方数据也证明了这一结论。本文是笔者作为主要参与者利用体验营销理论在中国企业的一次实际操作及研究,其意义在于为探索中国企业以体验营销提升品牌价值,并将体验营销的理论真正运用到中国的制造业企业中来。
[Abstract]:China's relatively mature household appliances industry, the scale of the advance has made it have a certain international competitiveness, but Changhong as the representative of China's home appliances industry is facing a lot of difficulties. Changhong in the domestic market is difficult, in the international market also suffered setbacks, change and innovation is imperative. The purpose of this paper is to use the empirical research method to try to promote the brand value of Changhong with marketing innovation, and to explore a new way to change the competitive situation of Changhong in domestic and foreign markets. With the high prosperity of society, civilization and development, the rapid development of information technology, the popularity of brand supremacy and the popularity of media and entertainment, our society has entered the era of experience economy. By introducing the differences between experience economy and traditional economy, experience marketing and traditional marketing, and brand image and brand experience, this paper introduces experience marketing to improve brand experience and apply it to practice. The nature and type of experience, strategic experience module and mixed experience theory are the basic theories of experience marketing. The "Changhong sense of Revolution" marketing campaign is a successful experience of marketing attempts. It causes consumers to think with "perception is standard", makes topic benefit with the integration of all kinds of media and powerful attack in specific time and scope, brings new sensory experience to consumers with brand new product series. With the extremely impact plane creativity to bring the sense organ stimulation for the consumer, uses the "feeling judge" to recruit the activity to form the interaction with the consumer-many experience marketing element's use, has created the feeling experience for the consumer, ponders the experience, The three basic experience modules of action experience make Changhong's empirical research on experience marketing an unprecedented success. Based on the successful implementation of the "Changhong feeling Revolution" marketing campaign, we try to introduce the theoretical framework of customer experience platform and experience matrix to comprehensively plan Changhong's brand experience. Taking "for everyone's benefit" as Changhong's experience orientation; "smarter, more comfortable and cooler" as Changhong's experience value commitment; and "Happy creation of C life" as Changhong's experience theme. The three constitute the customer experience platform of Changhong, and implement the experience on each node of the two dimensional matrix of experience medium and experience strategy module, which forms the overall plan of Changhong brand experience. To find a way to fundamentally strengthen the brand experience of Changhong. Finally, we introduce the theory of brand asset management to evaluate the brand equity of Changhong before and after the implementation of experience marketing: Changhong's brand equity has been greatly improved in three aspects: quality recognition, brand association, brand loyalty. Show that brand experience will indeed drive the growth of corporate brand value. At the same time, according to the world brand laboratory (WBL) published third-party data to support this conclusion. This paper is a practical operation and research on the use of experiential marketing theory in Chinese enterprises, and its significance lies in the exploration of Chinese enterprises to promote brand value through experiential marketing. And experience marketing theory is really applied to the manufacturing enterprises in China.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2;F426.6

【共引文献】