【作者】 肖辉；

【导师】 汪涛；

【作者基本信息】 武汉大学 ， 工商管理， 2005， 硕士

【摘要】 在已跨入二十一世纪的今天,中国已经成为快速消费品的制造以及消费大国,在这一市场领域的竞争也越来越激烈。在面临着越来越多的跨国生产巨鳄的跨入国门以及消费者们越来越理性的消费行为等种种困难,如何在惨烈的市场竞争中求得生存之机并取得长期发展已成为国内快速消费品制造企业急待解决的重要的问题。在此,我们提出的对策是,建立具有自己的特点、适合于市场的品牌沟通策略。 所谓品牌沟通是指:在品牌战略实施过程中,企业通过完整和详尽的方案设计和策划,运用各种各样的媒体和宣传以及促销等方式把企业的品牌理念以及企业文化等内容向市场大众以及企业内部人员等各个方面进行文化和意识渗透,并通过市场反馈获取相应的市场信息反馈,由此再进行新一轮的策划、宣传等一系列循环的沟通过程。应该说,品牌战略对企业发展壮大起了路标的作用,是企业对内、对外沟通的桥梁,这就是品牌沟通策略的意义所在。 建立和实施品牌战略是一个复杂且漫长的过程,这其中的关键在于如何结合企业自身的特点和实力,运用适当的品牌沟通策略和市场及广大消费者等各方面进行充分和适当的交流和沟通。只要沟通策略制定得当,实施得力,那么,企业就可以运用最少的资金达到最大的效益。 运用品牌沟通策略的方式不外乎广告宣传、新闻媒体公关、政府宣传、促销、渠道建设、产品宣传等方式。而这其中最重要而且反馈速度最快、效果最好、获益大的无疑就是广告宣传和促销活动了。而且广告和促销往往是紧密结合,相辅相成的。 本文针对在中国快速消费品市场实施品牌沟通策略,通过对品牌、品牌战略、品牌沟通策略实施以及其最主要的两种形式——广告及促销进行详细的论述及分析,以及通过对比中外企业在品牌沟通策略方面的异同,期望能够找出中国企业在竞争日趋激烈的快速消费品市场里如何规划并实施适合自己的品牌沟通策略的方法,使我们的快速消费品企业在今后的工作中能够更加重视品牌沟通策略,塑造自己独特的品牌形象,使中国的快速消费品企业的品牌能早日成为世界知名的真正名牌。更多还原

【Abstract】 Now in 21 century, China has been one of the countries those who produce and consume plenty of Fast Moving Consumer Goods and the competition in this market of China has been increasingly fury. It has been a key problem needed to solving that how to existing and developing in the fury competition in this market for each of the native enterprises who produce Fast Moving Consumer Goods when they are facing the problems i.e. the increasing entry in Chinese market of the multinational companies and the increasing reasonable behavior of the consumers. So, here we suggest that we must establish our own Brand Communication Strategy which adapts to the market.The Brand Communication Strategy means: When a company is implementing its Brand Strategy , it diffuses its own idea of brand and corporation culture into the market and people’s mind by using all kinds of the method i.e. the media diffusing and sales promotion with a designed and planned detailed project .And the company should restart another round of propagandizing and planning to communicate with the market and consumers when they get the information feedback of the last time communication .So we could say that the signification of the Brand Communication Strategy is that it just effect as a guide when a company is developing and it is just a "bridge" between the itself and others.It is a complicated and long course to establish and implement Brand Strategy .The point is that how to integrate the company’s own specialty and strength to communicate sufficiently and properly with the market and consumers by using proper Brand Communication Strategy .So the company should get the most benefit by costing the least capital if they did it well.The mode of implementing Brand Communication Strategy including advertising、 sales promotion、 government propagandize、media propagandize、 channel construction etc. And no doubt the most important and effective mode are advertisement and sales promotion . And those two methods are always integrated and supplement each other.This thesis aims at the point— how to establish and implement the Brand Communication Strategy in the Fast Moving Consumers Goods market of China , and byparticular discuss the most important two mode—advertisement and sales promotion and compare the similarities and differences of the Brand Communication Strategy between the native companies and the multinational companies .And we are hope to our native companies those who are in the Fast Moving Consumer Goods market would think much of the Brand Communication Strategy and figure their own brand and make themselves to be the real worldwide famous brand at an early date.更多还原