创意型小家电品牌传播策略研究——以小熊家电为例-research on brand communication strategy of creative small household appliances - taking bear household appliances as an example.docxVIP

摘要摘要万方数据万方数据摘要随着我国经济技术发展，特别是近几年生活水平快速提高，人们对家电的 需求已不再限于过去传统思维的三大件——彩电、冰箱和洗衣机。如今，小家 电琳琅满目。同样，消费者的选择也不再仅仅局限于传统格式的小家电，他们 更愿意尝试新颖独特富有创意的各种小家电，从而开拓出一篇新的创意型小家 电篇章。现代人追求时尚、新奇的东西，尤其是现代白领女性，工作压力大，回家 后自然愿意享受家的美好生活，更喜欢看到新鲜、有特色的物品，给乏味的生 活带来乐趣，创意型小家电正符合这一人群需求。创意型小家电作为创意产品， 每时每刻都带给人们意想不到的新颖。其市场广阔，潜力巨大，但目前产品质 量问题频出、行业内领军企业，品牌杂乱，影响消费者生活的同时也影响行业 发展，建立品牌、制定行业标准是急需解决的问题。因此，构建一套最适合于 创意型小家电的品牌传播策略也是市场发展必然趋势。总体来说，本论文要解 决的问题主要有：（1）什么是创意型小家电，它的特点有哪些，与传统小家电 的区别，其市场现状如何；（2）创意型小家电的消费者是哪些人，他们的特点 有哪些，他们对创意型小家电的看法怎样；（3）什么是品牌传播策略，创意型 小家电独特的品牌传播策略有哪些，如何传播创意型小家电。关键词：创意型小家电；品牌；传播IIAbstAbstractABSTRACTDevelop with our country economic and technological, especially in recent years,living standards improve rapidly, people demand for home appliances are no longer limited in the traditional 3 big electrical appliances:television sets, refrigerators and washing machines. Now, there are all kinds of small home appliance, also, the choice of consumer is no longer limited in the traditional format of the small home appliance, they are willing to try all sorts of new and unique creative small home appliance, to carve out a new creative type of small home appliance.The modern people likely pursuit of fashion, novelty, especially the modern white-collar women, they are working pressure, and willing to enjoy the good life after work,they are more likely to try fresh, distinctive items, creative small home appliance is suitable for the requirements of this group. As a creative product,creative small home appliance bring unexpected novel to people. It has vast market and great potential, but at present, the product quality problem mount, there is no leader in the industry, brand, influence consumers life as well as the development of industry, so build a brand, formulate industry standards are urgently needs to solve the problem. Therefore, to find a set of the most suitable way for the creative small home appliance brand communication strategy is urgently needs. In this paper, on the whole, to solve the problems m