以营销渠道为分析框架,研究服务品牌的传播策略

本文分析了营销渠道在企业服务品牌传播中的重要性,并以营销渠道为分析框架,对服务品牌的传播策略给出了建议。     

探析微博营销在企业品牌传播中的应用

随着信息技术的不断发展,当下社会已经进入信息时代,网络的不断普及也为企业的品牌传播带来了新的发展机会,微博的出现能够在很大程度上推广企业品牌的发展进度,创造更多的机会。本文将主要探讨在企业品牌传播的过程中,如何运用微博这种营销方式提高企业的知名度,促进自身传播和发展。     

跨界营销在品牌传播中的运用

随着市场竞争的日益加剧,行业与行业的相互渗透相互融汇,已经很难对一个企业或者一个品牌清楚地界定它的"属性",跨界(Crossover)现在已经成为国际最潮流的字眼,已代表一种新锐的生活态度和审美方式的融合。跨界营销就是指依据不同产业、不同产品、不同偏好的消费者之间所拥有的共性和联系,把一些原本没有任何联系的要素融合、延伸,彰显出一种与众不同的生活态度、审美情趣或者价值观念,以赢取目标消费者好感,从而实现跨界联合企业的市场最大化和利润最大化的新型营销模式。跨界营销其本质的核心,在于通过创新解决新的营销环境中存在的问题,实现合作双方的共赢。跨界营销和品牌传播结合,可以实现资源整合,激发品牌热爱,助推活动影响,提升客户体验感知,从而取得更好的传播效果。     

谈营销传播渠道的优化组合策略

在当前的信息时代中,营销已经成为多个行业发展中的重要工作内容。而加强营销传播渠道的开发和研究则是实现营销推广的重要手段。本文就从销售渠道和媒体渠道两个角度来探讨营销传播渠道的优化组合策略,并提出一些相关建议,以供参考。     

浅谈产品设计文化在品牌营销中的作用

品牌的影响力是决定其产品竞争实力的关键,而企业的品牌核心价值是通过产品的设计表现出来的。设计师在设计产品时,应将顾客对品牌的文化认同感融入产品中,从而引导消费者的消费需求。     

奥运营销要选择好传播渠道

企业吸引消费者眼球的方式有两种，一是依靠本身信息引起大众关注，一是借助大众关注的焦点事件。奥运会无疑是这种全球注目的最焦点事件之一。     

论包装在品牌传播中的作用与影响

随着消费者的收入水平及消费观念等不断提高,人们的品牌意识日益增强,产品包装作为品牌传播的重要载体,对促进消费发挥了重要作用.本文将对产品的包装原则以及在品牌传播中的重要作用与影响等问题进行分析与阐述.     

中小企业营销渠道建设与管理研究

在"渠道"为王的今天,科学地建设与管理营销渠道,是中小企业增强竞争力的重要途径。本文将分析中小企业营销渠道的特点与功能,在此基础上探讨企业渠道建设与管理策略。     

文化营销在品牌传播中的价值及实现方式

随着市场经济的不断深化，市场营销经受了新一轮的洗礼和变革。一种新型的营销模式——文化营销应运而生。文化营销在品牌传播中的价值日趋显现，主要体现增加产品附加值、提升企业形象、消除文化障碍和实施产品差别化。本文尝试从产品文化营销、渠道文化营销、价格文化营销和促销文化营销探讨文化营销价值的实现形态。     

体验营销：复兴的品牌传播模式

不久前,宝马汽车开始推行“X”之旅,让客户直接驾驶宝马在路上飞驰感受汽车性能。随后,竞争对手奔驰迅速推出全系车型试驾活动,让消费者感受豪车魅力。而本田acura也不示弱,在全国立即推出巡回贵宾试驾体验会。     

The relevance of irrelevance in brand communication

Brand managers strive to achieve an outstanding position in the psyche of the user by differentiating the product and service. In order to do so, brands are now often promoted by communications that focus on a trivial attribute difference. The current study tests both how the use of such an irrelevant attribute affects the perceptions of the consumer and how they rate the brand when the irrelevance of the attribute is previously revealed. The results of a controlled experiment (n = 894) show that the use of irrelevant attributes generally has a positive effect on buying behavior and that this effect is obtained even when the actual irrelevance is previously proven to the consumer. Further, the results are consistent across a variety of outcome variables, including attention, perceived uniqueness, price fairness, attitude toward the brand, and intention to buy the brand. © 2010 Wiley Periodicals, Inc.     

The interrelationships between brand and channel choice

We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics. Our framework suggests that brand and channel choices are closely intertwined, and therefore studying them jointly will reveal a deeper understanding of consumer decision making in the modern marketing environment.     

“第一品牌”背后的战略营销方法——访上海智旗战略品牌营销机构创始人邵军

邵军,2005年创立上海智旗战略品牌营销机构,他在2010年出版《如何打造第一品牌》,结合实际案例,系统披露了实战中总结的第一品牌战略超级品类等品牌战略方法,成为年度经管类畅销书。智旗将传统咨询公司、营销策划公司、广告公司,三者合一贯穿打通,被超过100家中国企业选为战略合作伙伴,部分客户服务时间超过十年。     

The influence of relationship marketing orientation on brand equity in banks

During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service-oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such as brand loyalty and brand image. This in turn creates an identity for their brand name and adds value to it. The main purpose of this study is to investigate the influence of RMO on Brand Equity in the banking industry. This study also examines the influence of the dimensions of RMO (trust, bonding, communication, shared values, empathy and reciprocity) on the development of Brand Equity in banks. Social exchange theory underpins this examination of the relationship between RMO and Brand Equity. The sample comprised 1400 commercial bank customers from Sri Lanka, and the surveys were administered for data collection. There were two main stages to the analysis: testing the measurement model using confirmatory factor analysis and testing the hypotheses. The findings revealed that RMO positively influenced the development of Brand Equity in banks. Of the dimensions of RMO examined here, Trust, Communication, Shared Values and Empathy significantly enhanced Brand Equity. The implications of these findings for theory and practice have been suggested. The findings of this study have practical applications for enhancing the Brand Equity of banks and other financial institutions by strengthening their relationship marketing practices. This study also suggests some insightful directions for future research.     

Gibrat's law in marketing: The case of liquor brand sales

We test the applicability of Gibrat's Law in the liquor brand market. Basically, we model annual changes in the unit sales of the top fifty liquor brands as white noise. Our results reject this model, but we do find that changes in sales are independent of starting market sales. This leads to the interpretation that brands with above average market share do not tend to gain market share, i.e., initial market share does not affect the subsequent change in market share. Furthermore, brands with above average sales do not have more stable sales than do firms with below average sales. Changes in sales appear highly positively correlated between periods, i.e., brands that gain sales in one period tend to gain sales in the next. Finally, no major liquor type or manufacturer had consistently and significantly greater or lower success across our various annual time periods.     

谈本土品牌建设的坚持与牺牲

品牌建设之路不仅路途漫漫而且遍布艰辛,在我国市场经济日益成熟、市场竞日益激烈的今天,本土品牌的建设不仅仅需要持之以恒的坚持,更加需要品牌的培养策略.牺牲精神便是培养品牌的重要策略之一,在受众分化和产品定位精细化的今天,品牌的建设在坚持的同时,更需要有选择性的取舍,即牺牲精神.本文着重探讨了本土品牌建设的坚持精神和牺牲策略.     

安康快告：中国社区传播第一品牌

央视市场研究股份有限公司（CTR）对社区媒体行业的最新调查结果显示,社区媒体经过前期整合之后,整个行业在大幅度提升、趋向垄断。业内人士认为,当前社区媒体市场已经结束了整合扩张的第二阶段,进入“社会公益、科技互动、全国覆盖”的营销传播3．0时代。其中,被评为“最具投资价值媒体”的安康快告3．0媒体占据了大份额市场,已然成为中国社区传播第一品牌。     

浅谈CBA品牌营销模式

2000年至今,中国体育用品行业处于快速增长阶段,有着中国鞋都美誉的晋江,二千多家鞋企八仙过海、各显神通,上演了多种品牌成长方式。前有安踏豪赌于央视+孔令辉,实现快速崛起;后有特步依托娱乐营销,走