江中牌健胃消食片品牌推广策略研究.doc

江中牌健胃消食片品牌推广策略研究 江中牌健胃消食片品牌推广的策略研究 摘要 品牌推广,是指企业塑造自身及产品品牌形象,使广大消费者广泛认同的系列活动过程。品牌推广有两个重要任务,一是树立良好的企业和产品形象,提高品牌知名度、美誉度和特色度;二是最终要将有相应品牌名称的产品销售出去。品牌推广可以使企业品牌或产品品牌在消费者脑海中形成一种个性化的区隔,并使消费者与企业品牌或产品品牌之间形成统一的价值观,从而建立起自己的品牌声浪。 品牌推广是品牌树立、维护过程中的重要环节,它包括传播计划及执行、品牌跟踪与评估等。品牌创意再好,没有强有力的推广执行作支撑也不能成为强势品牌,而且品牌推广强调一致性,在执行过程中的各个细节都要统一,“魔鬼在细节中”。品牌推广的关键点是要以品牌核心价值统帅一切营销传播活动。 “消费者最讨厌的是言行不一的品牌。??著名品牌战略专家翁向东语”。 关键词 品牌推广 品牌核心价值 营销 Abstract Brand promotion, it is to show the enterprise itself and brand image shaping products, make broad consumer and the wide recognition of the series of activities process. Brand promotion has two important task, one is set up the good enterprise image and products, improve brand reputation, reputation and characteristic degree; it is finally have corresponding brand name product sell out. Brand promotion can make the enterprise brand or product brand in consumers mind form a personalized segregation, and make consumer and enterprise brand or product formed between the values of the unified brand, so as to set up their own brand movements. Brand promotion brand set up and maintain process is the important link, its planning and performance, including spread brand tracking and evaluation, etc. Brand creativity again good, no strong promotion executive as support and also cant become strong brand, and brand promotion stresses conformity, in the implementation process in each detail should unified, the devils in the details. The key point is to brand promotion to the core value of brand marketing communication activities all captain. Consumers most dislike duplicity brand.-famous brand strategy experts WengXiangDong 不要删除行尾的分节符,此行不会被打印 目录 摘要 I Abstract II 第1章绪论.1 1.1论文的写作背景……………………………………………………………1 1.2论文的写作目的及意义……………………………………………………1 1.2.1论文的写作目的…………………………………………………………1 第2章相关理论综述………………………………………………………….2 2.1品牌推广及品牌推广策略的概念…………………………………………2 2.2品牌推广策略………………………………………………………………2 2.2.1导入期策略………………………………………………………………2 2.2.2成长期策略………