發(fā)布時(shí)間：2018-10-14 16:09

【摘要】：如今,隨著互聯(lián)網(wǎng)在國(guó)民生活中的進(jìn)一步普及,網(wǎng)絡(luò)購(gòu)物已經(jīng)進(jìn)入了全新的階段。依托于體系日益完善的第三方購(gòu)物平臺(tái),網(wǎng)絡(luò)原創(chuàng)品牌也迎來(lái)了前所未有的發(fā)展機(jī)會(huì)和嚴(yán)峻的挑戰(zhàn)。處在產(chǎn)品同質(zhì)化現(xiàn)象普遍的時(shí)代大背景下,面對(duì)消費(fèi)者有限的心智空間和日趨多樣的需求時(shí),網(wǎng)絡(luò)原創(chuàng)品牌如何在資金匱乏、人手不足的情況下,完成對(duì)品牌的設(shè)計(jì)、推廣與運(yùn)營(yíng)成為了幾乎所有網(wǎng)絡(luò)原創(chuàng)品牌需要解決的問(wèn)題。本文第一章首先介紹了網(wǎng)絡(luò)原創(chuàng)品牌的研究背景,梳理了網(wǎng)絡(luò)原創(chuàng)品牌的發(fā)展脈絡(luò),提出了寫(xiě)作動(dòng)機(jī)與研究目的,介紹了本文的研究構(gòu)架。第二部分首先對(duì)網(wǎng)絡(luò)原創(chuàng)品牌現(xiàn)階段所面臨的機(jī)遇與挑戰(zhàn)進(jìn)行了整理,接著梳理、闡述了現(xiàn)代營(yíng)銷(xiāo)學(xué)的主要理論和TEPS電商品牌傳播模型的構(gòu)成運(yùn)作原理,并通過(guò)SWOT態(tài)勢(shì)分析和STP理論對(duì)其進(jìn)行了分析與總結(jié),提出了單一地使用營(yíng)銷(xiāo)要素組合是遠(yuǎn)遠(yuǎn)不夠的,對(duì)品牌的視覺(jué)塑造和推廣是網(wǎng)絡(luò)原創(chuàng)品牌成功路上必須面對(duì)和解決的最為棘手的問(wèn)題。本文的第三部分以網(wǎng)絡(luò)原創(chuàng)品牌的現(xiàn)狀為根據(jù),對(duì)TEPS電商品牌傳播模型進(jìn)行了相應(yīng)的調(diào)整。提出了以品牌視覺(jué)化為核心的TEPS改良模型,并對(duì)具體的設(shè)計(jì)策略進(jìn)行了介紹。第四部分將具體的設(shè)計(jì)策略應(yīng)用到了具體的網(wǎng)絡(luò)原創(chuàng)品牌PLUMO怪獸大聯(lián)盟的品牌運(yùn)營(yíng)與推廣中。并通過(guò)產(chǎn)品銷(xiāo)量、買(mǎi)家反饋的方式對(duì)基于TEPS的網(wǎng)絡(luò)原創(chuàng)品牌營(yíng)銷(xiāo)模型進(jìn)行了評(píng)估,結(jié)果顯示產(chǎn)品銷(xiāo)量有大幅度的提升,消費(fèi)者對(duì)產(chǎn)品的投訴量明顯下降。本文的第五章對(duì)全文進(jìn)行了總結(jié)并展望了下一步的研究方向。
[Abstract]:Now, with the further popularization of Internet in national life, online shopping has entered a new stage. Relying on the perfect third-party shopping platform, the network original brand also ushered in unprecedented development opportunities and severe challenges. Under the background of the general phenomenon of homogenization of products, in the face of consumers' limited mental space and increasingly diverse needs, how to complete the design of the brand under the circumstance of lack of funds and manpower, Promotion and operation have become almost all the original brand network to solve the problem. The first chapter introduces the research background of the network original brand, combs the development of the network original brand, puts forward the writing motivation and research purpose, and introduces the research framework of this paper. The second part first sorts out the opportunity and challenge that the network original brand faces at the present stage, then combs, expounds the main theory of modern marketing and the composing and operation principle of TEPS electric brand spread model. And through the SWOT situation analysis and the STP theory to carry on the analysis and the summary to it, proposed that the single use marketing essential factor combination is far from enough, The visual modeling and promotion of brand is the most difficult problem that must be faced and solved on the successful road of network original brand. The third part of this paper, based on the current situation of the original brand, adjusts the transmission model of TEPS brand. An improved TEPS model with brand visualization as its core is proposed, and the specific design strategy is introduced. The fourth part applies the specific design strategy to the brand operation and promotion of the network original brand PLUMO monster. Through the way of product sales and buyer feedback, this paper evaluates the online original brand marketing model based on TEPS. The results show that the sales volume of the product has a significant increase, and the amount of consumer complaints against the product has decreased significantly. The fifth chapter summarizes the full text and looks forward to the next research direction.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：J505

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本文編號(hào)：2270959