数码播放器品牌形象传播研究—以ipod为例

发布时间：2018-10-13 17:25

【摘要】：苹果公司原称苹果电脑(Apple Computer),总部位于美国加利福尼亚的库比提诺,核心业务是电子科技产品。iPod作为苹果公司最知名的产品之一,在同类产品中赢得了全世界的销量冠军。2005年,网络杂志《Brand channel》日前评选出了全球最具影响力的五大品牌,苹果电脑凭借iPod数字音乐播放器排名首位。评语中指出:iPod跳脱大家对于高科技产品冰冷的印象,透过伟大的创新与出色的设计,带来产品新的亲切感与热情。iPod的成功要归功于很多因素的集合,本论文仅从品牌形象传播的角度来探讨它的成败。首先本文在前人品牌、品牌形象和品牌形象测评理论研究的基础上主要从品牌形象传播和整合营销传播策略的角度,以品牌形象传播为切入点,以iPod品牌形象传播活动为研究的主要范畴,对iPod会如此会成功这个问题进行了比较深入、全面的探讨,总结出iPod在广告、公关、品牌体验和网站建设这四个方面的独特的经验。接下来,本文就四个销售量和品牌知名度都不错的国产数码播放器品牌魅族、OPPO、纽曼和爱国者的品牌形象传播策略进行分析,找到这些品牌各自不成功的地方。本论文采取案例分析的研究方法,对比分析iPod与国产品牌在品牌形象传播方面的得失得出一些启示,为国内同行提供一些可以借鉴的经验:一、品牌形象传播没有统一模式;二、从小处着手——运用广告策略传播品牌形象;三、细节决定成败——运用公关活动传播品牌形象;四、整合资源——运用品牌体验传播品牌形象;五、他山之石可以攻玉——巧妙借势传播品牌形象;六、品牌形象传播中要合理维护和管理品牌。本文的研究成果,对那些对品牌经营尤其是品牌传播研究感兴趣的人,对缺乏世界知名品牌、正在努力打造世界知名品牌的中国同类企业,或许都会有一定的认识价值和借鉴意义。
[Abstract]:Apple used to call Apple's (Apple Computer), based in Cupertino, Calif., its core business is electronics. IPod, one of Apple's best-known products, won worldwide sales in 2005. Brand channel, the online magazine, named the top five most influential brands in the world a few days ago, with Apple's iPod digital music player topping the list. It was pointed out that iPod jumped off the cold impression of high-tech products and brought new affinity and enthusiasm to the product through great innovation and excellent design. The success of iPod was due to a combination of many factors. This paper only discusses its success or failure from the perspective of brand image communication. First of all, on the basis of the previous research on brand, brand image and brand image evaluation theory, this paper mainly from the perspective of brand image communication and integrated marketing communication strategy, take brand image communication as the breakthrough point. Taking the iPod brand image communication activity as the main research category, this paper makes a deep and comprehensive discussion on the problem that iPod will be so successful, and sums up the unique experience of iPod in the four aspects of advertising, public relations, brand experience and website construction. Next, this paper analyzes the brand image communication strategies of four domestic digital player brands, Meizu family, OPPO, Newman and Patriot, which have good sales and brand awareness, and find out where these brands are not successful. This thesis adopts the case analysis research method, compares and analyzes the iPod and the domestic brand in the brand image dissemination aspect obtains some enlightenment, provides some experience which the domestic colleague may use for reference: first, the brand image dissemination does not have the unified pattern; Second, starting from small places-using advertising strategy to spread brand image; third, details decide success or failure-using public relations activities to spread brand image; fourth, integrating resources-using brand experience to spread brand image; fifth, The stone of other mountains can attack the jade-skillfully seize the opportunity to spread the brand image; sixthly, the brand image communication should maintain and manage the brand reasonably. The research results of this paper, for those who are interested in brand management, especially brand communication research, for the lack of world-famous brands, are working hard to build world-famous brands of the same kind of enterprises in China. Perhaps all will have certain understanding value and the reference significance.
【学位授予单位】：北京工商大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2;F426.6

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