红豆家纺品牌整合营销传播策略研究.doc

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  • 更新时间:2016-05-20
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摘要:整合营销传播是指企业通过对自身各种资源进行整合,以达到用同一种声音,同一种形象向外部传递一致的信息,实现传播效益的最大化,逐步强化品牌优势,最终通过建立关系实现品牌价值。企业实施整合营销策略,可以帮助企业更好的整合各方面资源,努力使资源达到充分利用,在企业内部建立良好的企业文化同时,构建外部稳定的客户关系,这样有利于创造品牌资产,为企业的长期发展打下坚实基础。

   中国家纺行业竞争日趋激烈,已逐渐迈入品牌竞争时代,产品的同质化导致品牌成为公司间竞争的关键点。未来的家纺竞争将演变为品牌的竞争,因此,品牌整合营销传播将对家纺以后的发展壮大以及建立长期的核心竞争力具有重要意义。

   本文以红豆家纺为例,运用整合营销传播理论分析其经营模式,并通过SWOT的分析,找出品牌传播方面存在的如客户关系、品牌定位、广告及品牌信息传播方式等问题及其原因,有效提出红豆家纺品牌的整合传播策略,包括内部的企业文化整合,外部的客户关系整合,品牌形象整合,及品牌传播的多元媒介整合等。希望本文的这些观点能给类似于红豆家纺这样的企业提供一些现实的参考价值。

关键词  整合营销传播;品牌;红豆家纺

 

Abstract:By implementing integrated marketing strategies, enterprises can integrate and make full use of all aspects of resources better, so as to establish a favorable enterprise culture as well as constructing the external stable customer relationship, which is in favor of improving enterprise's brand value and ensuring long-term development of the enterprises. The home textile industry of China has stept into the brand competition era. As a result of product homogeneity, brand becomes the key to competition in this industry. Therefore, brand integrated marketing communications will be of greats importance in developing and establishing long-term core competitiveness for home textile industry. Taking the Red Bean Home Textile as a case, this article analyze its business model based on the integrated marketing communications theory , and apply the analysis of SWOT to find out the problems of its brand communication and the reasons hidden. Ultimately, this article puts forward an effective integration brand communication strategy for the Red Bean, including the internal enterprise culture integration, external customer relationship integration, brand image integration and brand communication’s multiple media integration, etc. I hope these ideas of this article can provide enterprises like the Red Bean with some practical reference value.

Key words  Integrated marketing communication, brand, Red Bean Home Textile

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