《浅析我国快速消费品广告创意》毕业学术论文.docVIP

PAGE 云南省自学考试本科毕业论文 题目：浅析我国快速消费品广告创意 主考院校 ：云南财经大学 自学考试专业：广告学（独立本科段） 自考准考证号： 010009101204 论文作者 ： 指导教师 ： 指导教师职称：讲 师 2010年12月1日 摘 要 摘 要 本文以快速消费品广告创意为研究对象。因为快速消费品的广告创意对企业 的成功起着很重要的作用，中国的快速消费品市场潜力巨大，国内很多企业依靠 广告大大提高了企业知名度，占据了很大的市场份额。由此可见，就我国市场而 言，快速消费品广告创意的研究具有重要的意义。 本文采用理论与实例结合的方式展开研究。文献研究与理论分析主要是系统 查阅快速消费品和广告创意的理论文献资料，分析吸收研究成果。实例主要是通 过解析优乐美品牌案例进行分析，从而找出国内快速消费品广告创意上存在的问 题、原因及针对我国快速消费品广告创意问题提出的对策建议。 对于我国在快速消费品广告创意方面存在的问题，企业应要面向市场，围绕 消费者需求，立足行业、企业和产品特点，制定有效的整合营销策略，通过产品 创新，提高产品质量，来提高产品市场占有率，才能在竞争中立于不败之地。 关键词： 快速消费品 广告创意 优乐美奶茶 Abstract Abstract This research article describes the role of advertising concepts of fast moving consumer goods, hereafter FMCG（fast moving consumer goods）. Advertising became crucial for the success of companies. Therefore, as the potential of the Chinese FMCG market is enormous, numerous domestic enterprises undertake great efforts to increase the popularity of their business to expand their market share. This evidently shows that, when talking about the Chinese market, research regarding FMCG advertisement is of great value. A combination of theory and examples are used to support the research. Literature studies and theoretical analysis of FMCG resulted in this paper. Through brand analysis of YouLeMei, problems, causes, and suggested counter measures were identified for domestic FMCG advertisements. For the existing problems in advertising, enterprises need to face the market with a focus on consumer demands, branch specialization, company and product characteristics, and formulate an effective integrated market strategy to increase their market share, covering product innovation and product quality improvements. Only this way it is possible to obtain a impregnable position among your competitors. Keywords: FMCG Advertising concepts YouLeMei milk tea 目 录 目 录 本科毕业论文（设计）原创性及知识产权声明…………III 摘要…………………………………………………………IV ABSTRACT………………………………………………………V 第一章 快速消费品广告创意的理论与我国的现状…………1 一、快速消费品概述……………………