本文關鍵詞：中國元素策略在內蒙古整合營銷傳播中的應用　出處：《內蒙古師范大學》2008年碩士論文　論文類型：學位論文

  更多相關文章： 中國元素 中國消費者心理特征 整合營銷傳播

【摘要】： “上善若水。水善利萬物而不爭,處眾人之所惡,故幾于道。居善地,心善淵,與善仁,言善信,正善治,事善能,動善時。夫唯不爭,故無憂。”“以其不爭,故天下莫能與之爭,此乃效法水德也。水幾于道;道無所不在,水無所不利,避高趨下,未嘗有所逆,善處地也;空處湛靜,深不可測。善為淵也;損而不竭,施不求報,善為仁也……” 二十一世紀初,中國已經在改革開放的浪潮中顛簸奮進了三十年,經歷了一系列經濟,文化的重大變革后,中國人在自身文化與精神生活中開始覺醒;中國社會人群的整體自我意識開始逐漸發展、成熟。越來越多的中國人開始從中華千年發展史中尋找變革的經驗與螺旋性發展的趨勢,開始從一度傳承又被中斷的經典文化中尋找指向未來的文化發展方向與現存事物的存在根基。 在這樣的時代潮流中,“中國元素”被廣告與設計界一再提出。但是,什么是“中國元素”?“中國元素”能為我們帶來什么樣的利益?“中國元素”在行銷中的應用價值是什么?“中國元素”如何應用在廣告設計與營銷策劃當中?這樣的一系列問題的答案將在下面的文章中進一步探討。 現實的行銷與廣告案例中,我們經常會看到對于中國歷史元素、中國民俗元素、以及中國次文化元素的錯誤的運用,例如:文化題材的娛樂化借用實現了廣告和產品信息的傳播,達到了提高銷售業績與提升企業形象的目的,但留下的卻是被歪曲與褻瀆的文化與歷史事實,并且謬種流傳,無以復加。或者,有些企業的自身定位、產品的核心價值與所借用的中國元素本質上不符合,出現信息錯位與斷層,企業用廣告傳播這把雙刃劍出鞘自刎。這樣的現實下,對于中國元素所植根的中國文化、企業、產品、受眾消費者,怎樣協調各種矛盾使這四方利益均不至受損,能夠以上善若水為最終原則的實用策略亟待出現。對于所要解決的諸多矛盾與問題,本文主要在三個方面進行研究與探討,分別是中國元素的涵蓋范圍、中國元素的存在價值、以內蒙古地產營銷為切入點研究中國元素在內蒙古整合營銷傳播中的應用方法。針對中國元素的涵蓋范圍進行探討,并對中國元素所具體涉及的項目內容進行了精確的列舉與定位,以便在對中國元素的應用方面能夠做到用之有物。在中國元素的應用價值方面,本文主要針對中國現時代消費者心理與消費者價值觀進行深入研究,為中國元素在整個中國社會意識形態中找到正確的位置和應用價值。
[Abstract]:"good is like water. Water is good for all things and undisputable, so it is almost in the way of the people. In the land of good, the heart is good and deep, and good benevolence, good words and faith, good governance, good things, when good, when the husband is indisputable." Therefore, no worries. "" with its indisputable, so the world can not compete with it, this is to follow the example of water virtue is also. Road is everywhere, water is not unfavorable, avoid the high trend, there is no rebellion, good land is also; The empty place is still, deep and unfathomable. "if you do harm without exhaustion, you will be kind and benevolent if you do not ask for retribution." " In 21th century, China has been bumpy in the tide of reform and opening up for 30 years. After a series of economic and cultural changes, the Chinese people began to wake up in their own culture and spiritual life. The whole self-consciousness of Chinese society began to develop gradually and mature. More and more Chinese people began to look for the experience of change and the trend of spiral development from the history of Chinese millennium development. It begins to look for the future direction of cultural development and the existence foundation of existing things from the classical culture which was once inherited and interrupted. In such a trend of the times, the "Chinese element" has been repeatedly proposed by the advertising and design community. But what is the "Chinese element"? What benefits can the "Chinese element" bring to us? What is the application value of "Chinese element" in marketing? How does "Chinese element" apply in advertising design and marketing planning? The answers to such a series of questions will be further explored in the following article. In real marketing and advertising cases, we often see the wrong use of Chinese historical elements, Chinese folklore elements, and Chinese sub-cultural elements. For example, the entertainment of cultural themes has realized the dissemination of advertising and product information, and achieved the purpose of improving sales performance and promoting the image of enterprises, but left behind the cultural and historical facts that have been distorted and desecrated. And fallacy spread, can not add. Or, some enterprises own positioning, the core value of the product and the essence of the borrowed elements of China does not match, information dislocation and fault. Enterprises use advertising to spread this double-edged sword out of their sheath. In such a reality, Chinese culture, enterprises, products, and consumers rooted in Chinese elements. How to coordinate all kinds of contradictions so that the interests of the four parties will not be damaged, and the practical strategy of being able to be good as water is the ultimate principle is urgently needed to appear. Many contradictions and problems to be solved are urgently needed to be solved. This article mainly carries on the research and the discussion in three aspects, respectively is the Chinese element covers the scope, the existence value of the Chinese element. With Inner Mongolia real estate marketing as a starting point to study the application of Chinese elements in Inner Mongolia integrated marketing communication methods. And the specific Chinese elements involved in the specific items of the list and positioning, in order to be able to use the Chinese elements in the application of material and in the application of Chinese elements value. This paper focuses on the study of consumer psychology and consumer values in China in order to find the correct position and application value of Chinese elements in the whole Chinese social ideology.
【學位授予單位】：內蒙古師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F713.8

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本文編號：1422197