【作者】 张宇；

【导师】 穆建刚；

【作者基本信息】 兰州大学 ， 新闻与传播硕士（专业学位）， 2017， 硕士

【摘要】 兰州百合是西北地区特色农产品,也是具有较大影响力的区域品牌。米家山百合作为兰州百合区域品牌覆盖下的企业品牌,必须思考如何处理自身与区域品牌的关系,借助区域品牌的影响力壮大自我。同时也必须思考如何在电子商务和社交媒体兴起的环境下进行品牌传播,使企业在激烈的同类品牌竞争中取胜,提高企业品牌乃至兰州百合品牌的影响力。本文以米家山百合的品牌传播为题,从品牌传播以及特产产品的相关理论和研究出发,采用了访谈法、参与式观察法等研究方法,分析了米家山百合所面临的品牌传播形势及采用的品牌传播策略,对米家山百合品牌传播的成功之处和局限进行总结,并在此基础上,提出了对米家山百合未来发展的建议,以期为类似的特产企业的品牌发展提供借鉴。本文首先介绍了兰州百合产业的整体发展情况,分阶段总结了兰州百合产业的发展历程,剖析了当前兰州百合作为区域品牌所承担的角色,并对兰州百合品牌覆盖下的几个企业品牌进行了简要的比较分析。其次介绍了米家山百合的企业发展情况,展示了企业发展历程,并通过SWOT分析对企业当前面临的形势进行评估。同时,分析了米家山百合当前的品牌传播现状,对其确立的整体品牌战略和具体品牌传播策略进行了较为详细的剖析。最后,总结出了当前米家山百合品牌传播的成果与局限,并对其未来的品牌发展提供了三点建议:一是重视社交媒体,开展社群传播,二是时尚化传播,与时俱进,三是站在区域品牌的肩膀上做企业品牌。更多还原

【Abstract】 Lanzhou lily is the characteristics of agricultural products in the northwest region,and a regional brand has greater influence.Mijiashan lily as an enterprise brand under the Lanzhou lily regional brand,must consider how to deal the relationship with the regional brand,with the influence of regional brands to grow themselves.And must consider how to make the brand communication in the context of the e-commerce and social media,to make the enterprise win in the fierce brand competition,improve the brand and even Lanzhou lily brand influence.Based on the theory and research of brand communication and specialty products,this paper uses literature research and interview method to analyze the brand communication situation and the brand of rice Communication strategy,and summarizes the successes and limitations of the brand transmission of Mijiashan lily.On this basis,the author puts forward some suggestions on the future development of Mijiashan lily,so as to provide reference for the development of brand of similar specialty enterprises.This paper first introduces the overall development of lily industry in Lanzhou,summarizes the development course of Lanzhou lily industry in stages,analyzes the current role of Lanzhou Lily as a regional brand,and carries on several enterprise brands under Lanzhou lily brand coverage Brief comparative analysis.Secondly,it introduces the development of the enterprise of MIjiashan lily,shows the development process of the enterprise,and evaluates the current situation faced by the enterprise through SWOT analysis.At the same time,this paper analyzes the present situation of the brand communication of Mijiashan Lily,makes a detailed analysis of its overall brand strategy and specific brand communication strategy.Finally,it summarizes the achievements and limitations of the current brand communication of Mijiashan lily,and provides three suggestions for its future brand development: one is to pay attention to social media,carry out community communication,the second is the fashion transmission,advancing with the times,The third is standing on the shoulders of regional brands to develop the enterprise brand.更多还原