【摘要】：如今,隨著互聯網在國民生活中的進一步普及,網絡購物已經進入了全新的階段。依托于體系日益完善的第三方購物平臺,網絡原創(chuàng)品牌也迎來了前所未有的發(fā)展機會和嚴峻的挑戰(zhàn)。處在產品同質化現象普遍的時代大背景下,面對消費者有限的心智空間和日趨多樣的需求時,網絡原創(chuàng)品牌如何在資金匱乏、人手不足的情況下,完成對品牌的設計、推廣與運營成為了幾乎所有網絡原創(chuàng)品牌需要解決的問題。本文第一章首先介紹了網絡原創(chuàng)品牌的研究背景,梳理了網絡原創(chuàng)品牌的發(fā)展脈絡,提出了寫作動機與研究目的,介紹了本文的研究構架。第二部分首先對網絡原創(chuàng)品牌現階段所面臨的機遇與挑戰(zhàn)進行了整理,接著梳理、闡述了現代營銷學的主要理論和TEPS電商品牌傳播模型的構成運作原理,并通過SWOT態(tài)勢分析和STP理論對其進行了分析與總結,提出了單一地使用營銷要素組合是遠遠不夠的,對品牌的視覺塑造和推廣是網絡原創(chuàng)品牌成功路上必須面對和解決的最為棘手的問題。本文的第三部分以網絡原創(chuàng)品牌的現狀為根據,對TEPS電商品牌傳播模型進行了相應的調整。提出了以品牌視覺化為核心的TEPS改良模型,并對具體的設計策略進行了介紹。第四部分將具體的設計策略應用到了具體的網絡原創(chuàng)品牌PLUMO怪獸大聯盟的品牌運營與推廣中。并通過產品銷量、買家反饋的方式對基于TEPS的網絡原創(chuàng)品牌營銷模型進行了評估,結果顯示產品銷量有大幅度的提升,消費者對產品的投訴量明顯下降。本文的第五章對全文進行了總結并展望了下一步的研究方向。
[Abstract]:Now, with the further popularization of Internet in national life, online shopping has entered a new stage. Relying on the perfect third-party shopping platform, the network original brand also ushered in unprecedented development opportunities and severe challenges. Under the background of the general phenomenon of homogenization of products, in the face of consumers' limited mental space and increasingly diverse needs, how to complete the design of the brand under the circumstance of lack of funds and manpower, Promotion and operation have become almost all the original brand network to solve the problem. The first chapter introduces the research background of the network original brand, combs the development of the network original brand, puts forward the writing motivation and research purpose, and introduces the research framework of this paper. The second part first sorts out the opportunity and challenge that the network original brand faces at the present stage, then combs, expounds the main theory of modern marketing and the composing and operation principle of TEPS electric brand spread model. And through the SWOT situation analysis and the STP theory to carry on the analysis and the summary to it, proposed that the single use marketing essential factor combination is far from enough, The visual modeling and promotion of brand is the most difficult problem that must be faced and solved on the successful road of network original brand. The third part of this paper, based on the current situation of the original brand, adjusts the transmission model of TEPS brand. An improved TEPS model with brand visualization as its core is proposed, and the specific design strategy is introduced. The fourth part applies the specific design strategy to the brand operation and promotion of the network original brand PLUMO monster. Through the way of product sales and buyer feedback, this paper evaluates the online original brand marketing model based on TEPS. The results show that the sales volume of the product has a significant increase, and the amount of consumer complaints against the product has decreased significantly. The fifth chapter summarizes the full text and looks forward to the next research direction.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J505

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本文編號：2270959