[论文]和其正品牌传播策略研究

本科论文摘 要达利食品集团于 2007 年推出品牌进军凉茶行业，曾有专家预言，推出其品牌可以成为凉茶市场龙头。随着凉茶竞争市场的不确定性，本可以借着竞争对手自家“内讧”的机会，占领凉茶市场，但事实相反，其品牌淡出消费者视野；在 2019年却又重新回到消费者视野，基于此，本文以品牌传播为研究对象，对其分为以下部分进行研究。第一部分对品牌传播国内外研究现状进行了概述。介绍国内外对品牌传播策略研究。第二部分介绍品牌传播概况。分为初创期、成长期、成熟期三个方面并分别进行分析。第三部分对品牌传播途径及其竞争者进行分析。细化品牌传播的途径，简介竞争对手及通过问卷调查的方式分析品牌忠诚度对品牌传播策略是否有影响。第四部分分析了在品牌传播的问题：舆论危机、销量惨淡、品牌美誉度有待提升，并提出了相应的建议。通过研究可以得出以下结论：品牌应先注重其产品品质，使消费者产生品牌忠诚度后，更有利于品牌传播。本文研究品牌传播策略，不仅可以为其提供发展建议，也为在行业中处于发展弱势的品牌提供借鉴意义。关键词：凉茶；品牌忠诚度；品牌传播策略本科论文AbstractDali food group launched its brand to enter the herbal tea industry in 2007. Some experts predicted that the introduction of its brand could become the leader of the herbal tea market. With the uncertainty of herbal tea competition market, we could take advantage of the opportunity of "internal strife" of competitors to occupy the herbal tea market, but in fact, its brand faded out of the consumer's vision; in 2019, it returned to the consumer's vision. Based on this, this paper takes brand communication as the research object, and divides it into the following parts for research.The first part summarizes the research status of brand communication at home and abroad. This paper introduces the research on brand communication strategy at home and abroad. The second part introduces the general situation of brand communication. It can be divided into three parts: start-up period, growth period and maturity peri...