【毕业论文】××品牌传播策略研究.docVIP

毕 业 论 文 ××品牌传播策略研究  摘 要 本课题是在相关品牌营销课题研究的基础上借鉴了“品牌传播学”理论，针对休闲包品牌的具体特征，着重研究了品牌传播的策略问题。以××品牌的传播现象作为研究对象，深入分析了××的品牌传播策略。××品牌作为一个新进的休闲包品牌，在广州市场5年之久，不能将品牌有效推广，运用品牌传播技巧的存在问题。本文根据××的具体情况分析××品牌现今的传播的方式和传播效果，以及在传播过程中存在的不足，并提出了三个实现品牌突破的方法。希望值此分析能为××完善其品牌传播策略提供参考。 课题研究主要分为五个部分:正文第一章主要阐明课题的研究背景和选题依据，还介绍了本文的研究方法。第二章阐释品牌与品牌传播的定义，以及相关理论研究。第三章对××品牌传播的现象进行阐述。第四章对××品牌传播效果进行分析。第五章根据××品牌传播的策略与传播的效果分析，提出××品牌传播的三个突破点以供参考。 关键词：××；品牌；传播 Abstract This topic is in the brand marketing on the basis of the subject research from the brand communication theory, according to the popular leisure bag brand specific features, focus on brand communication strategy. In the brand communication phenomenon as the research object, analyzes the brand communication strategy. The brand as a new leisure bag brand, Guangzhou market in 5 years, will not use the brand extension, brand communication skills of problem. In this paper, according to the specific situation analysis the brand present mode of transmission and dissemination of results, as well as in the dissemination process deficiencies, and put forward three brand breakthrough methods. Hope this analysis can provide a perfect brand communication strategy to provide reference. The research mainly divides into five parts: the first chapter mainly explains the research background of the subject and the background, also introduces the research method. The second chapter explains the definition of brand and brand communication, and the relevant theoretical research. The third chapter of the BUSH brand communication phenomenon of. The fourth chapter of the Bush brand dissemination effect analysis. The fifth chapter according to the brand communication strategy and communication effect analysis, put forward the brand disseminations three breakthrough points for reference. Key words: BUSH; brand; communication 目 录 1 绪论 …………………………………………………………………………………………………1 1.1 选题依据 …………………………………………………………………………………………1 1.2 文献综述 ……………………