資源描述:
《優(yōu)質(zhì)“中國(guó)制造”群體品牌網(wǎng)絡(luò)推廣策略分析論文》由會(huì)員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、題目:優(yōu)質(zhì)“中國(guó)制造”群體品牌網(wǎng)絡(luò)推廣策略分析1摘要“中國(guó)制造”是在全球經(jīng)濟(jì)中擔(dān)任重要的角色,靠著物美價(jià)廉的標(biāo)簽,中國(guó)的GDP已經(jīng)處于了世界第二的位置,國(guó)外的消費(fèi)者享受到了低價(jià)格、高消費(fèi)的產(chǎn)品服務(wù),但是,在勞動(dòng)力成本、原材料價(jià)格不斷上漲,物流成本過(guò)高等環(huán)境的影響下,傳統(tǒng)的中國(guó)制造也遭遇到了巨大的壓力。如何改變“中國(guó)制造·物美價(jià)廉”的傳統(tǒng)認(rèn)知,讓不同膚色的消費(fèi)者感知、體驗(yàn)、認(rèn)可來(lái)自東方工廠的消費(fèi)品,并在心理上“允許”中國(guó)制造可以獲得高利潤(rùn),這也許要比技術(shù)創(chuàng)新更需要全球視野和溝通智慧。面對(duì)“中國(guó)制造”的困境,需要一個(gè)群體
2、品牌帶領(lǐng)中國(guó)優(yōu)質(zhì)的制造業(yè)走出困境,實(shí)現(xiàn)中國(guó)外貿(mào)經(jīng)濟(jì)的發(fā)展。首先,本文對(duì)全球化背景下,中國(guó)制造、歐美制造的現(xiàn)狀進(jìn)行了簡(jiǎn)單的介紹和清晰的梳理,總結(jié)出當(dāng)前中國(guó)制造發(fā)展過(guò)程中的弊病,并結(jié)合國(guó)外制造的具體案例,提出了利用群體品牌解決中國(guó)制造困境的辦法。其次,進(jìn)行網(wǎng)絡(luò)推廣的特征,網(wǎng)絡(luò)推廣的方法策略介紹、網(wǎng)絡(luò)推廣的意義分析。最后,從網(wǎng)絡(luò)推廣的實(shí)際應(yīng)用中將群體品牌推廣出去,并介紹具體的群體品牌網(wǎng)絡(luò)推廣策略,實(shí)現(xiàn)群體品牌傳播促進(jìn)優(yōu)質(zhì)“中國(guó)制造”的發(fā)展的目的。關(guān)鍵詞:中國(guó)制造;群體品牌;網(wǎng)絡(luò)推廣Abstract"MadeinChina"
3、istheglobaleconomy,akeylinkinthechain,relyingoninexpensiveChinesegoods,China'sGDPclimbedtosecondplaceintheworld,foreignconsumersbenefitfromlowprices,highconsumptionoflife,butinlaborcosts,risingrawmaterialprices,logisticscostshavenotbeeneffectivelycontrolled,the
4、RMBexchangeratesteadilyhigher,thebanksrisinginterestrateenvironment,thetraditionalChinahasencounteredunprecedentedpressure.Howtochangethe"MadeinChina?cheap"traditionalknowledge,sothattheconsumerperceptionofdifferentcolors,experience,recognitionofconsumergoodsfr
5、omtheEastplant,andpsychologically"Allow"MadeinChinatoobtainhighprofits,whichmaybeneedmorethantheglobalperspectiveoftechnologicalinnovationandcommunicationintelligence.Thefaceof"MadeinChina"dilemma,youneedagroupofmanufacturinghigh-qualitybrandsledChinaoutofthewo
6、ods,toachievetheeconomicdevelopmentofChina'sforeigntrade.Firstly,thecontextofglobalization,China,EuropeandAmericamadeabriefintroductionofthecurrentsituationandaclearcomb,summedupthecurrentdevelopmentofChina'sills,combinedwiththespecificcaseofforeignmanufacturer
7、s,thebrandmadebygroupswaytosolvetheplightofChina.Second,topromotetheintroductionofnetwork,networkpromotionmethodsandstrategiestopromotethesignificanceofthenetwork.Finally,thepracticalapplicationofthenetworkwillpromotethebrandandgetpeoplegroups,anddescribesthene
8、tworkofspecificgroupstopromotebrandstrategy,brandcommunicationsgroupstopromoterealizationofhigh-quality"MadeinChina"development.Keyword:madeinChina;groupbrand;WebPromotion目錄