發(fā)布時(shí)間：2018-10-13 17:25

【摘要】：蘋(píng)果公司原稱蘋(píng)果電腦(Apple Computer),總部位于美國(guó)加利福尼亞的庫(kù)比提諾,核心業(yè)務(wù)是電子科技產(chǎn)品。iPod作為蘋(píng)果公司最知名的產(chǎn)品之一,在同類產(chǎn)品中贏得了全世界的銷(xiāo)量冠軍。2005年,網(wǎng)絡(luò)雜志《Brand channel》日前評(píng)選出了全球最具影響力的五大品牌,蘋(píng)果電腦憑借iPod數(shù)字音樂(lè)播放器排名首位。評(píng)語(yǔ)中指出:iPod跳脫大家對(duì)于高科技產(chǎn)品冰冷的印象,透過(guò)偉大的創(chuàng)新與出色的設(shè)計(jì),帶來(lái)產(chǎn)品新的親切感與熱情。iPod的成功要?dú)w功于很多因素的集合,本論文僅從品牌形象傳播的角度來(lái)探討它的成敗。 首先本文在前人品牌、品牌形象和品牌形象測(cè)評(píng)理論研究的基礎(chǔ)上主要從品牌形象傳播和整合營(yíng)銷(xiāo)傳播策略的角度,以品牌形象傳播為切入點(diǎn),以iPod品牌形象傳播活動(dòng)為研究的主要范疇,對(duì)iPod會(huì)如此會(huì)成功這個(gè)問(wèn)題進(jìn)行了比較深入、全面的探討,總結(jié)出iPod在廣告、公關(guān)、品牌體驗(yàn)和網(wǎng)站建設(shè)這四個(gè)方面的獨(dú)特的經(jīng)驗(yàn)。 接下來(lái),本文就四個(gè)銷(xiāo)售量和品牌知名度都不錯(cuò)的國(guó)產(chǎn)數(shù)碼播放器品牌魅族、OPPO、紐曼和愛(ài)國(guó)者的品牌形象傳播策略進(jìn)行分析,找到這些品牌各自不成功的地方。本論文采取案例分析的研究方法,對(duì)比分析iPod與國(guó)產(chǎn)品牌在品牌形象傳播方面的得失得出一些啟示,為國(guó)內(nèi)同行提供一些可以借鑒的經(jīng)驗(yàn):一、品牌形象傳播沒(méi)有統(tǒng)一模式;二、從小處著手——運(yùn)用廣告策略傳播品牌形象;三、細(xì)節(jié)決定成敗——運(yùn)用公關(guān)活動(dòng)傳播品牌形象;四、整合資源——運(yùn)用品牌體驗(yàn)傳播品牌形象;五、他山之石可以攻玉——巧妙借勢(shì)傳播品牌形象;六、品牌形象傳播中要合理維護(hù)和管理品牌。 本文的研究成果,對(duì)那些對(duì)品牌經(jīng)營(yíng)尤其是品牌傳播研究感興趣的人,對(duì)缺乏世界知名品牌、正在努力打造世界知名品牌的中國(guó)同類企業(yè),或許都會(huì)有一定的認(rèn)識(shí)價(jià)值和借鑒意義。
[Abstract]:Apple used to call Apple's (Apple Computer), based in Cupertino, Calif., its core business is electronics. IPod, one of Apple's best-known products, won worldwide sales in 2005. Brand channel, the online magazine, named the top five most influential brands in the world a few days ago, with Apple's iPod digital music player topping the list. It was pointed out that iPod jumped off the cold impression of high-tech products and brought new affinity and enthusiasm to the product through great innovation and excellent design. The success of iPod was due to a combination of many factors. This paper only discusses its success or failure from the perspective of brand image communication. First of all, on the basis of the previous research on brand, brand image and brand image evaluation theory, this paper mainly from the perspective of brand image communication and integrated marketing communication strategy, take brand image communication as the breakthrough point. Taking the iPod brand image communication activity as the main research category, this paper makes a deep and comprehensive discussion on the problem that iPod will be so successful, and sums up the unique experience of iPod in the four aspects of advertising, public relations, brand experience and website construction. Next, this paper analyzes the brand image communication strategies of four domestic digital player brands, Meizu family, OPPO, Newman and Patriot, which have good sales and brand awareness, and find out where these brands are not successful. This thesis adopts the case analysis research method, compares and analyzes the iPod and the domestic brand in the brand image dissemination aspect obtains some enlightenment, provides some experience which the domestic colleague may use for reference: first, the brand image dissemination does not have the unified pattern; Second, starting from small places-using advertising strategy to spread brand image; third, details decide success or failure-using public relations activities to spread brand image; fourth, integrating resources-using brand experience to spread brand image; fifth, The stone of other mountains can attack the jade-skillfully seize the opportunity to spread the brand image; sixthly, the brand image communication should maintain and manage the brand reasonably. The research results of this paper, for those who are interested in brand management, especially brand communication research, for the lack of world-famous brands, are working hard to build world-famous brands of the same kind of enterprises in China. Perhaps all will have certain understanding value and the reference significance.
【學(xué)位授予單位】：北京工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2;F426.6

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本文編號(hào)：2269380