海澜之家品牌推广策略研究ResearchontheBrandPromotionStrategyofHeilanHome中文摘要海澜之家品牌推广策略研究摘要：进入21世纪，网络购物和互联网信息技术的迅速发展，许多企业把互联网作为品牌推广的主要场所，提高品牌知名度。本文通过分析海澜之家品牌推广的基本现状，提出海澜之家在品牌推广中存在以下几个主要问题：没有及时发现消费者心理需求的变化、广告推广的媒体选择单一、品牌定位不清晰、品牌推广内容缺乏吸引力、没能发挥推广平台的优势等。针对这些问题，提出重新调查消费者需求、增加新媒体推广方式、确立清晰的品牌定位、创新品牌推广内容、整合海澜之家推广平台等对策建议，期望能改进海澜之家品牌推广工作，更有效地提升其品牌竞争力。关键词：海澜之家；品牌；品牌推广；品牌传播；品牌定位毕业实习与设计（论文）外文摘要ResearchontheBrandPromotionStrategyofHeilanHomeAbstract:Inthe21stcentury,withtherapiddevelopmentofonlineshoppingandInternetinformationtechnology,alotofbusinessestaketheInternetasthemainplaceforbrandpromotiontoimprovebrandawareness.InthisarticlethebasicstatusofHeilanHomebrandpromotionisanalyzed,andthefollowingmajorproblemsinHeilanHomebrandpromotionispointedout:failuretodetectchangesinconsumerpsychologicalneedsintime,singlemediaselectionforadvertisingandunclearbrandpositioning,thebrandpromotioncontentlacksattractiveness,failstotakeadvantageofthepromotionplatform,etc.Inresponsetotheseproblems,thecountermeasuresandsuggestionsareputforward,suchasre-investigatingconsumerneeds,increasingnewmediapromotionmethods,establishingaclearbrandpositioning,innovatingbrandpromotioncontent,andintegratingHeilanhomepromotionplatform,soastoimprovetheHeilanHomebrandpromotionwork,Improveitsbrandcompetitivenessmoreeffectively.Keywords:HeilanHome;Brand;BrandPromotion;BrandCommunication;BrandPositioning目录1绪论.............................................................11.1研究背景........................................................11.2研究目的........................................................11.3研究内容和思路..................................................12品牌推广策略的基本概念...........................................22.1品牌推广的概念..................................................22.2品牌推广的策略..................................................33“海澜之家”品牌简介..............................................33.1“海澜之家”企业概况............................................33.2“海澜之家”品牌发展现状........................................43.3“海澜之家”品牌形象现状........................................44“海澜之家”品牌推广策略现状分析..................................54.1“海澜之家”品牌的定位..........................................54.2“海澜之家”目前品牌推广方式分析................................65“海澜之家”品牌推广策略存在的主要问题............................85.1对新时代的消费者心理需求了解不够................................85.2广告推广的媒体选择单一..........................................95.3缺乏清晰的品牌个性和品牌定位....................................95.4推广的内容缺乏吸引力...........................................105.5未发挥推广平台的整合优势.......................................106解决“海澜之家”品牌推广问题的对策..............................126.1准确把握并顺应消费者的心理需求.................................126.2确立个性鲜明的品牌定位.........................................126.3选择恰当的传播推广方式.........................................136.4注重创新推广...
