移动互联网时代视觉化一致性的品牌营销研究

发布时间：2018-03-03 03:05

本文选题：移动互联网　切入点：视觉营销　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌视觉营销兴起的背景,是信息技术在移动互联网时代的飞速发展。大数据云计算技术应用领域的拓展、中国智能移动终端的普及、线上销售平台的日趋成熟,以及快递物流行业的日益繁荣的时代背景下,有别于传统零售模式的新零售模式正在逐渐形成。此外,新技术、新模式的应用驱动着中国网购市场的迅速发展,电子商务业态开始呈现多元化,伴随而来的是越来越多的品牌将品牌营销布局由线下转移到了线上,基于消费者日益增长的网络消费需求,作为品牌符号视觉输出的视觉营销对于品牌营销而言将起到更为深入的作用。传统营销和网络营销相互补充已将品牌营销推向了一个新的发展阶段。能否在移动互联网时代品牌中的视觉呈现端发力,将对新时期品牌竞争的优劣势格局产生直观且重要的影响。本研究基于移动互联网的时代背景之下,对品牌视觉化营销方式进行消费心理、视觉包装以及传播媒介的理论分析,探讨新媒体时代视觉传播和品牌包装相对应的推广意义。本文分为以下几个部分:第一部分是绪论,主要介绍了本文的研究背景、研究意义、研究内容及研究方法,并对相关概念近了界定,对国内外品牌视觉品牌研究的现状进行了综述,提出了本研究和整体设想,对整个研究设定总体方向。第二部分是论文第二章,即“移动互联网时代下视觉品牌营销发展脉络梳理”。本章节分为四个小节,主要对移动互联网的发展现状、视觉营销的发展阶段及现状、移动互联网时代下品牌营销的现状进行了发展脉络的梳理,并在最后一节根据其发展脉络提出了自己的观点和总结。第三部分是论文第三章,即“视觉化一致性的品牌营销研究的理论依据”。这一章节主要分为五个部分,主要关注视觉品牌营销在传播学、消费心理学、色彩心理学、社会学领域的相关理论依据和公共心理特征及电子商务平台营销和视觉层次的多维度结合。第四部分是论文第四章,即“视觉营销与移动互联网时代品牌推广的多维度关联”。这一章节主要分为三个部分,即“现代传播理论及后现代传播手段的错位与关联”、“现代性的传播手段与视觉营销一致性的特征”、“移动互联网时代下视觉营销对品牌营销的作用与影响”。本章主要在传播学理论的基础上,对新媒体传播的方式进行了探讨。以此为基础,本章总结了移动互联网时代下视觉营销对于品牌营销的作用与影响,确立了视觉营销的内在合理性。第五部分是论文第五章,即“移动互联网时代下视觉化一致性品牌营销实践案例应用分析”。本章写作主要源自笔者的商务实践。本章节分为三小节,分别对“语氏燕窝”这一实践案例的基本概况,产品策略,及其在品牌端、产品端、线上销售渠道端的视觉营销策略进行了介绍和分析,并通过该实践案例提出了相关视觉化营销的方案,总结了品牌视觉营销中的关键要素,在商业实践上具有一定的现实价值。第六部分是论文的第六章,及“移动互联网时代品牌视觉营销的发展趋势”。这一章节主要分为两个部分。主要针对在移动互联网时代品牌视觉营销发展过程中遇到的阻碍,如视觉符号使用同质化、虚假宣传导致的品牌信任危机、品牌视觉营销企业重视程度不足等问题的应对策略提出个人的观点,并对移动互联网时代品牌视觉营销的发展趋势和前景作出展望。
[Abstract]:The rise of visual brand marketing background, is the rapid development of information technology in the mobile Internet era of big data cloud computing to expand the application field of Chinese, the popularity of smart mobile terminal, online sales platform has matured, and the growing prosperity of the background of the express logistics industry, which is different from the traditional retail model of new retail model is gradually formed. In addition, the new technology, the application of new mode of driving the rapid development of online shopping market Chinese, e-commerce industry began to diversify, with more and more brand brand marketing layout will shift from offline to online network, the growing consumer demand based on consumers, as a brand of visual symbols the output of the visual marketing for brand marketing will play a further role. The traditional marketing and network marketing complement each other has promoted the brand marketing A new stage of development. Whether in the era of mobile Internet brand in the visual presentation of the side force, will influence the intuitive and important pattern of the advantages and disadvantages of the new period of brand competition. This research is based on the mobile Internet era background, consumption psychology of brand visual marketing, packaging and analysis of visual media theory to explore the era of new media, visual communication and branding corresponding to the promotion of significance. This article is divided into the following parts: the first part is the introduction, mainly introduces the research background, research significance, research contents and research methods, and the related concepts in the definition, this paper summarizes the status quo of the research on domestic and foreign brands brand vision the research and put forward the overall idea, setting the overall direction of the research. The second part is the second chapter of the thesis, namely "the mobile Internet era of visual brand camp Pin reviewing. "This chapter is divided into four sections, mainly on the mobile Internet development status, development stage of visual marketing and the present situation of the studies of the development status of the brand marketing of mobile Internet era, and in the last section according to its development put forward their views and summary. The third part is the third chapter of the thesis, namely" Research on brand marketing visual consistency theory ". This chapter is divided into five parts, mainly focus on brand marketing in visual communication, consumer psychology, color psychology, society with multi dimension related theory and in the field of public psychology and the electronic commerce platform marketing and visual level. The fourth part is the fourth chapter of the thesis, namely" visual marketing and brand promotion of the mobile Internet era of multi dimension association ". This chapter is divided into three parts, The "dislocation" associated with the modern means of communication and modern communication theory, characteristics of "Modernity" means of communication with the visual marketing consistency, "the role of visual marketing on brand marketing and the impact of the mobile Internet era. This chapter is mainly based on communication theory, the new way of media communication are discussed. On this basis, this chapter summarizes the effect and influence of brand marketing in the visual marketing of mobile Internet era, the intrinsic rationality of visual marketing. The fifth part is the fifth chapter of the thesis, namely" mobile Internet era under the visual consistency of brand marketing practice case analysis ". This chapter mainly writing from the business practice of the author. This chapter is divided into three sections, respectively, the" language's bird's nest "the practice case of basic situation, product strategy, and its brand in the end, the end product, the online sales channel The visual marketing strategy of end are introduced and analyzed, and put forward the related visual marketing program through the practice, summarizes the key elements of the brand visual marketing, has certain realistic value in business practice. The sixth part is the sixth chapter of the thesis, and the development trend of mobile Internet era of brand vision marketing. This chapter is divided into two parts. In the development process encountered in the mobile Internet era of brand visual marketing obstacles, such as the use of visual symbols to homogeneity, brand trust crisis leads to false propaganda, personal opinion coping strategies of brand visual marketing enterprises pay attention to the problem of insufficient, and make prospects for the development of the mobile Internet era and the trend of brand visual marketing prospects.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

【参考文献】