快速消费品网络品牌推广研究
发布时间：2018-08-09 17:38
【摘要】： 本文就快速消费品行业的网络推广进行研究,试图证明网络媒体是快速消费品行业打造和维护品牌的最佳通路。文章从快速消费品行业的营销环境着手,通过分析该行业的产品特质、市场状况、消费群体和营销推广方式的转变,说明快速消费品需要新的推广方式来促进品牌的长足发展。借助对网络媒体特点、网络口碑效应和媒体传播纵深度的分析,证明网络媒体是快速消费品行业品牌发展的优化平台。同时,本文结合实际案例,就快速消费品的品牌推广体系和网络品牌形象设计进行了阐释,提出了以互动为基准的快速消费品的网络品牌推广方式,以及在整合的基础上开展快速消费品的网络品牌推广活动的观点。本文还对快速消费品进行网络品牌推广存在的误区及发展方向进行了探讨,着重于理论与实际相结合,期冀对我国快速消费品行业的品牌发展具有较强的指导意义。
[Abstract]:This paper studies the network promotion of FMCG industry and tries to prove that network media is the best way for FMCG industry to build and maintain its brand. This paper starts with the marketing environment of FMCG industry, and by analyzing the product characteristics, market conditions, consumer groups and the transformation of marketing and promotion mode of the FMCG industry, shows that FMCG needs a new promotion way to promote the rapid development of the brand. By analyzing the characteristics of network media, the effect of network word-of-mouth and the depth of media communication, it is proved that network media is an optimized platform for the development of fast moving consumer goods industry brand. At the same time, combining with the actual cases, this paper explains the brand promotion system and the network brand image design of FMCG, and puts forward the network brand promotion mode of FMCG based on interaction. And on the basis of integration of fast-moving consumer goods online brand promotion activities. This paper also discusses the misunderstanding and development direction of fast moving consumer goods in the network brand promotion, focusing on the combination of theory and practice, which is expected to have a strong guiding significance for the brand development of fast moving consumer goods industry in China.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274
本文编号：2174818
[Abstract]:This paper studies the network promotion of FMCG industry and tries to prove that network media is the best way for FMCG industry to build and maintain its brand. This paper starts with the marketing environment of FMCG industry, and by analyzing the product characteristics, market conditions, consumer groups and the transformation of marketing and promotion mode of the FMCG industry, shows that FMCG needs a new promotion way to promote the rapid development of the brand. By analyzing the characteristics of network media, the effect of network word-of-mouth and the depth of media communication, it is proved that network media is an optimized platform for the development of fast moving consumer goods industry brand. At the same time, combining with the actual cases, this paper explains the brand promotion system and the network brand image design of FMCG, and puts forward the network brand promotion mode of FMCG based on interaction. And on the basis of integration of fast-moving consumer goods online brand promotion activities. This paper also discusses the misunderstanding and development direction of fast moving consumer goods in the network brand promotion, focusing on the combination of theory and practice, which is expected to have a strong guiding significance for the brand development of fast moving consumer goods industry in China.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274
【参考文献】
相关期刊论文 前1条
1 黄孝俊,徐伟青;口碑传播的基本研究取向[J];浙江大学学报(人文社会科学版);2004年01期
，本文编号：2174818
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