电视直销中的手机品牌信任问题研究—以金立手机为例_学位论文.doc

PAGE  PAGE V 题 目： 电视直销中的手机品牌信任问题研究　 ——以金立手机为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称：  摘 要 随着我国电视直销行业的发展，其有别于传统分销模式的巨大优势逐渐显现，促使越来越多的企业选择把他们的产品通过这一渠道推向市场，国产手机厂商就是我国电视直销模式的积极实践者之一。但伴随着电视直销的蓬勃发展，整个行业的信任危机日益凸显，电视直销中的品牌信任遭受到消费者的普遍质疑。 针对这样的情况，本文围绕电视直销中的品牌信任问题，通过收集关于电视直销的行业资料，总结国内外对品牌信任的研究成果，着重分析了在电视直销这一模式下，品牌信任的影响因素及其具体表现，并选??了其中很有代表性的国产手机企业——金立的电视直销作案例分析，从实践探讨了金立手机电视直销的实施效果，从而分析出电视直销中对其品牌信任产生影响的因素，试图对我国企业的品牌信任建设提出一些参考和借鉴。文章最后还针对新商业背景下的渠道创新和品牌建设，为国产手机及其他企业构建品牌信任提出了具备可行性的建议。 通过本文的研究，得到以下主要结论：电视直销中影响品牌信任的因素包括产品功能、价格、品牌形象、媒体平台、播出技巧和广告制作等六个维度；企业在电视直销模式下构建品牌信任要从完善售后服务、更新宣传理念、实施整合营销等环节入手。 关键词：品牌信任　直销　品牌建设　电视直销　手机行业  Title Research on the Brand Trust of Mobile Phones in TV Direct Marketing 　 ——A Case Study of Jin-Li Abstract With the development of TV direct marketing in China，more and more firms choose to sale their products in the way of TV direct,because of its unique superiority when compared with traditional marketing channels.Domestic mobile phone firms are always fond of the sale model.Though TV direct marketing is growing rapidly,companies are encountering serious trust crisis. This thesis is mainly discussing brand trust in TV direct marketing through selecting data from TV direct industry and summarizing researches about brand trust. The thesis analyzes how is the situation in brand trust of mobile phones under the direct model，what are the key factors that make up brand trust and how do they affect brand trust when used in selling mobile phones.From taking Jin-Li for example，the thesis analyzes the influencing factors that enter into brand trust.Meanwhile，the study of the case will supply suggestions to other firms in building brand trust. Based on the systematical research work,the main conclusions are as follows.There are six factors that affect brand trust in TV direct marketing,including product,price,brand image,media,broadcastin