毕业论文 色彩营销浅论.docVIP

泰 山 学 院 本科毕业论文 专 业 名 称 市场营销 申请学士学位所属学科 管 理 学 年 级 二〇〇八级 学生姓名、学号 陈凯 2008050334 指导教师姓名、 职称 刘 军 讲师 完 成 日 期 摘要 在商品同质化的时代,企业之间的竞争已经不再局限于产品质量跟服务等因素，有效的色彩营销正逐渐成为企业取得新的竞争优势的法宝。色彩营销的应用范围相当广泛，涉及企业形象策划、产品设计、包装设计、商业环境设计等方面,只有在以上方面有效的应用色彩营销才能使企业在激烈的竞争中赢得消费者,培养忠实的顾客群。本文从色彩营销的概念及内涵分析出发，阐述了色彩营销理论的发展史，通过对目标市场消费者色彩偏好分析，着重介绍色彩营销的运用，并提出了企业应用色彩营销的注意问题。 关键词：色彩;色彩营销;策略 ABSTRACT In the homogenization of commodities of the era, the competition between enterprises is no longer limited to product quality and service and other factors, effective color marketing is becoming the new competitive advantage of enterprises to obtain the weapon. Color marketing s application scope is quite widespread, involving corporate image planning, product design, packaging design, business environment and other aspects of the design, only in the above aspects of effective application of color marketing in order to enable enterprises in the fierce competition to win consumers, foster loyal customers. This article from the color marketing the concept and connotation of the analysis sets out, elaborated the color marketing theory development history, through to the target market analysis of color preference, emphatically introduces the application of color marketing, and puts forward the enterprise application of color marketing problems key word: Color; Color Marketing;Strategy 目录 1 引言--------------------------------------------------------------------------------------------1 2 色彩营销概述--------------------------------------------------------------------------------2 2．1色彩营销的内涵--------------------------------------------------------------------2 2．2色彩营销的功能-------------------------------------------------------------------- 3 3色彩营销策略的运用------------------------------------------------------------------------5 3.1色彩营销的原则-----------------