基于提升品牌忠誠度的整合營銷傳播研究畢業(yè)論文-wenkub
2023-07-07 13:50:44 本頁面
【正文】 uild Brand Loyalty is one of the important methods that promote enterprises sustainability. First, this paper probe into the process of Brand Loyalty. Secondly, according with the successful case China Mobile MZone, it makes analysis on the effect of MZone’s Integrated Marketing Communication in advertising, public relations, sale promotion, terminal, public praise and other aspects on Brand Loyalty, and gets the effective bonding point from Integrated Marketing Communication and Brand Loyalty. At the same time, it points out the problems of MZone’s Integrated Marketing Communication. At last, according to the research results, the paper makes some suggestions about the Integrated Marketing Communication based on Brand Loyalty improved to other panies. Keywords： Integrated Marketing Communication ； Brand Loyalty ； MZone 廣東外語外貿(mào)大學(xué)南國商學(xué)院本科畢業(yè)論文（設(shè)計） 目 錄 一、引言 ....................................................................................................... 1 ............................................................................................................................ 1 ............................................................................................................................ 1 ............................................................................................................................ 1 二、國內(nèi)外研究現(xiàn)狀與發(fā)展趨勢 ................................................................. 2 ................................................................................................ 2 ................................................................................................ 2 三、品牌忠誠度的形成過程 ......................................................................... 3 四、“動感地帶”案 例研究 ......................................................................... 4 1.“動感地帶”品牌介紹 .................................................................................................... 4 2.“動感地帶”提升品牌忠誠度的整合營銷傳播措施 .................................................... 5 ........................................................................................................................ 7 ........................................................................................................................ 9 五、對其他企業(yè)的啟示 .............................................................................. 10 .......................................................................................................... 10 .......................................................................................................... 10 .............................................................................................. 11 “口號”進行傳播 ...................................................................................................... 11 .............................................................................................. 11 結(jié)論 ............................................................................................................ 12 參考文獻 ..................................................................................................... 13 致 謝 ..................................................................................................... 14 廣東外語外貿(mào)大學(xué)南國商學(xué)院本科畢業(yè)論文（設(shè)計） 1 基于提升品牌忠誠度的整合營銷傳播研究 —— 以中國移動“動感地帶”為例 一、引言 在競爭激烈、環(huán)境瞬息萬變的 21 世紀中，企業(yè)可能會遇到前所未有的問題，同時也可能得到千載難逢的機遇。據(jù)查證，除了文中特別加以標(biāo)注和致謝的地方外，本論文中不包含其他人已經(jīng)發(fā)表或撰寫過的研究成果，也不包含為獲得其他教育機構(gòu)的學(xué)
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