II论OPPO品牌文化的塑造和推广摘要品牌的规划、宣传、发展与维护是通过文化的塑造与推广实现的。OPPO手机逐渐走进了人们的视野，其产品迅速得到消费者的青睐与认可，可是其投放手机市场后，品牌的影响力不够，尤其是在国外苹果、三星等大品牌手机进军我国市场后，它们抢占先机，对国产品牌手机冲击很大，导致国产手机品牌面临的处境愈发艰难。面对优胜劣汰、适者生存的挑战，OPPO手机必须着手于品牌文化的塑造与推广，不断推陈出新，寻找合理的战略战术，确保在激烈的手机市场竞争中立于不败之地。本文首先从品牌、品牌文化、品牌塑造及品牌推广的概念上进行了阐述，通过分析OPPO手机品牌文化塑造与推广的现状寻找OPPO手机企业在品牌经营政策上的差别；其次重点分析了品牌文化塑造及推广进程中所遇到的困难及成因；最后从OPPO手机品牌文化塑造及推广两个方面提出品牌运营的建议以及如何进行品牌文化的运营与维护，从而进一步增强OPPO手机在市场上的竞争力。关键词：OPPO手机；品牌塑造；品牌推广AbstractBrandplanning,publicity,developmentandmaintenanceisachievedthroughtheshapingandpromotionofculture.In2004,OPPOmobilephoneintopeople'svision,theproductquicklyfavoredandrecognizedbyconsumers,butitslaunchmobilephonemarket,thebrandinfluenceisnotenough,brandcreationandpromotionoftheformisveryserious,especiallyintheapple,Samsungandothermajorforeignbrandstoenterthemobilephonemarketofourcountry,theyIIIseizetheopportunityforthedomesticmobilephonebrandimpact,resultinginthedomesticmobilephonebrandisfacingadifficultsituation.Facingthechallengeofsurvivalofthefittest,shapingandpromotion,OPPOmobilephonemuststartwiththebrandcultureofinnovation,tofindreasonablestrategyandtactics,toensureaninvinciblepositioninthefiercecompetitioninthemobilephonemarket.Thispaperstartsfromtheconceptofbrand,brandculture,brandbuildingandbrandpromotionisdescribed,foreshadowingforthefollowingstudy,thenfocusesontheanalysisofOPPOmobilephoneisnowmarketingsituation;OPPOmobilephoneinshapingbrandcultureandpromotionintheprocessofthedifficultiesandproblemsandcauses;finally,promotionpolicyandthebrandoperationstrategyproposedintwoaspectsfromtheOPPOmobilephoneandOPPOmobilephonebrandcultureshapingbrandculture,sothatthedomesticmobilephonetogetridofthedilemma,soastofurtherenhancethedomesticmobilephonebrandappealandcompetitiveness.Keywords：OPPOmobilephone;brandbuilding;brandpromotion目录摘要....................................................................................................................................IAbstract...................................................................................................................................II一、绪论.................................................................................................................................6（一）研究背景.............................................................................................................6（二）研究目的及意义.................................................................................................61.研究目的..............................................................................................................62.研究意义..............................................................................................................7（三）国内外文献综述.................................................................................................71.国外文献综述......................................................................................................72...
