【作者】 李敏；

【导师】 杨宜苗；

【作者基本信息】 东北财经大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着健康经济的到来,功能糖行业蓬勃发展,国内市场竞争日益激烈。因此,为适应市场经济的发展,满足客户多样化的需求,公司需要在品牌传播策略方面进一步优化,才能赢得客户的忠诚和喜爱,从而更好地提升公司的品牌影响力。保龄宝公司是一家以生物多糖为主导的高新技术企业,该品牌自1997年创立至今,品牌推广取得了一定成就,但知名度不高,因此本文决定将保龄宝公司作为研究对象。本文以拉斯韦尔“5W”理论为依据,采用问卷调查法和访谈法进行调查研究,其中共回收303份有效问卷,设计了 6道访谈问题,参与访谈的共有6人,基于对5W理论的运用和调查研究,发现保龄宝公司在五个方面存在不足,这些不足导致公司的品牌知名度不高,主要体现为五个方面:第一,传播主体对品牌传播不够重视;第二,品牌与目标受众定位不精准;第三,品牌传播内容缺乏设计与规划;第四,品牌传播渠道守旧;第五,品牌传播效果不佳。针对上述五个方面存在的问题,本文提出了品牌传播策略优化的建议:第一,提升管理层、销售人员、员工对品牌传播的重视程度,建立专业品牌传播运营团队。第二,明确品牌自身的定位,精准定位目标受众,深挖痛点对焦差异化受众群体。第三,丰富品牌传播内容使其突出品牌特色。第四,拓展品牌传播渠道:充分利用新媒体平台进行传播、强化垂直媒体传播、重视电商平台的传播力量、打造公关传播、对传播渠道进行组合。第五,增强口碑传播效果,以大数据为依据指导品牌传播工作,将品牌传播效果评估与考核相关联,以提高品牌传播效果。本文认为保龄宝公司想要在功能糖行业占据领先地位,需要突破原有传统的品牌传播方式,对当前品牌传播策略进行分析与完善,充分了解客户旅程各个阶段的需求,并根据客户的需求,将品牌传播内容以合适的渠道进行投放,从而增强客户与保龄宝品牌之间的黏性,提高品牌的传播效力。本文研究的理论意义表现在两个方面:一方面,本文结合品牌传播相关理论,把多种新传播方式与实践相结合,对功能糖行业的品牌传播策略进行了深化,丰富了功能糖行业品牌传播的理论研究;另一方面,本文的研究围绕B2B企业展开,将5W这一理论应用到功能糖行业的品牌传播当中,既拓展了拉斯韦尔5w理论在B2B领域的应用范围,又在一定程度上丰富了 B2B品牌传播理论,具有一定的理论意义。本次研究的实践意义主要体现在三个方面:第一,这一研究为保龄宝公司建立适合自己的品牌传播方案提供了新的思路。第二,进一步扩大企业知名度,强化品牌的客户忠诚度。第三,对功能糖行业品牌传播策略的制定具有指导意义。更多还原

【Abstract】 With the advent of the healthy economy,the functional sugar industry is booming,and the domestic market competition is becoming increasingly fierce.Therefore,in order to adapt to the development of market competition and meet the diversified needs of customers,the company needs to further optimize the brand communication strategy in order to win the loyalty and love of customers,so as to better enhance the company’s brand influence.Bowling Bao Company is a high-tech enterprise dominated by biopolysaccharides,the brand has achieved certain achievements in brand promotion since its establishment in 1997,but its popularity is not high,so this paper decided to take Bowling Bao Company as the research object.Based on the "5W" theory of Lasswell,this paper uses the questionnaire survey method and the interview method to conduct investigation and research,in which a total of 303 effective questionnaires are recovered,6 interview questions are designed,and a total of 6 people participated in the interview,based on the application and investigation of the 5W theory,it is found that Bowling Bao has deficiencies in five aspects,which leads to the company’s brand awareness is not high,mainly reflected in five aspects:First,the communication subject does not pay enough attention to brand communication;Second,the brand and target audience positioning are not accurate;Third,the lack of design and planning of brand communication content;Fourth,brand communication channels are conservative;Fifth,the effectiveness of brand communication is not good.In view of the problems existing in the above five aspects,this paper puts forward suggestions for the optimization of brand communication strategy:First,improve the attention of management,sales personnel and employees to brand communication,and build a professional brand communication team.Second,clarify the brand’s own positioning,accurately target the target audience,and dig deep into the pain points to focus on differentiated audience groups.Third,enrich the brand communication content,and the brand communication content highlights the characteristics.Fourth,expand brand communication channels:make full use of new media platforms for communication,strengthen vertical media communication,attach importance to the communication power of e-commerce platforms,create public relations communication,and combine communication channels.Fifth,enhance the effect of word-of-mouth communication,guide brand communication work based on big data,and link the evaluation of brand communication effect with assessment to improve the effect of brand communication.This paper believes that if Bowling Bao wants to occupy a leading position in the functional sugar industry,it needs to break through the original traditional brand communication methods,analyze and improve the current brand communication strategy,fully understand the needs of each stage of the customer journey,and put the brand communication content in appropriate channels according to the needs of customers,so as to enhance the stickiness between customers and the Bowling Bao brand and improve the brand communication effectiveness.The theoretical significance of this study is shown in two aspects:On the one hand,this paper combines the theories related to brand communication.combines a variety of new communication methods with practice,deepens the brand communication strategy of the functional sugar industry,and The theoretical research on brand communication is supplemented in the functional sugar industry;On the other hand,the research of this paper focuses on B2B enterprises,and applies the theory of 5W to brand communication in the functional sugar industry,which not only expands the application scope of Lasswell 5W theory in the B2B field,but also enriches the B2B brand communication theory to a certain extent,which has certain theoretical significance.the practical significance of this study is mainly reflected in three aspects:First,this research provides new ideas for Bowling Bao to establish a brand communication plan suitable for itself.Second,further expand corporate awareness and strengthen brand customer loyalty.Third,it has guiding significance for the formulation of brand communication strategies in the functional sugar industry.更多还原