今麦郎面品有限公司品牌传播策略研究.doc

目 录 TOC \o 1-2 \u 1 绪论 1 1.1研究背景 1 1.2研究目的和意义 1 1.3研究主要内容与研究方法 2 1.4国内外文献综述 3 2 理论基础 5 2.1品牌传播 5 2.2整合营销传播理论 6 3 今麦郎面品有限公司品牌传播现状分析 7 3.1今麦郎方便面概况 7 3.2今麦郎方便面品牌传播体系现状 8 4 今麦郎面品有限公司品牌传播问题分析 11 4.1品牌传播渠道管理较差 11 4.2品牌传播集中性较低 11 4.3品牌传播缺乏系统性 11 4.4传播渠道关系管理不到位 12 5 今麦郎面品有限公司品牌传播的对策选择 13 5.1整合优化多渠道品牌传播效果 13 5.2优化线上传播渠道关系 13 5.3调整品牌传播策略 13 6 研究结论 15 参考文献 16 摘 要 近年来我国经济水平不断发展提高，企业的品牌传播策略好坏对企业的发展越来越重要。本文将今麦郎面品有限公司作为研究对象，运用了市场品牌传播理论、整合营销传播理论等对今麦郎面品有限公司品牌传播的现状进行了分析。 发现存在的主要问题有品牌传播渠道管理较差、品牌传播集中性较低、方便面品牌传播体系不完备、客户关系管理不到位等。本文结合品牌传播的理论与今麦郎面品有限公司品牌传播体系现状分析，从传播策略、传播理念、传播方式以及传播过程等几个方面提出了相应的营销改进策略。 关键词：方便面；品牌传播；传播策略 Abstract In recent years our country economy level development, enterprises brand communication strategy depends on the development of enterprises more and more important. This article will present Jinmailang Noodles Co., Ltd. as the research object, using the theory of enterprise environment analysis, market brand communication theory on this Jinmailang Noodles Co., Ltd. macro environment, industry competition environment, analyzes the present situation of the enterprise brand communication. Found the main problems with poor channel management brand communication, brand spreading brand concentration is low, instant noodles, incomplete transmission system, customer relationship management does not reach the designated position, etc. Analyse the causes of these problems, the main external factors of policy and law of limitation and internal lagged idea of brand communication, brand cultivation mechanism is not sound, channel construction lag, company personnels professional quality is low. On this basis, this paper is combined with the theory of brand communication and Jinmailang Noodles Co., Ltd.?brand communication present situation analysis, from the organization system, product innovation, communication strategy, in ideology, mode of transmission and communication process and so on several aspects put forward the corresponding marketing strategy