论品牌定位对于企业广告效果的影响毕业论文

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论品牌定位对于企业广告效果的影响

内容摘要：

本研究以品牌定位对企业广告宣传效果的影响为对象，结合文献分析法、案例分析法及对比分析法等，沿着提出问题——分析问题——解决问题的思路，进行理论梳理和实证研究。首先，对品牌定位影响广告宣传效果的基本理论进行介绍，明确品牌定位对广告宣传的影响及双方关系；其次，结合实际案例，分析品牌定位下广告效果如何实现的问题，并分析品牌定位在广告宣传下受到的多方面影响。进而在案例对比分析基础上认识企业在品牌定位下广告宣传效果实现存在的问题及成因，对该问题形成较系统和全面的分析；最后针对限制我国企业落实广告定位促进广告宣传效果优化的问题制定解决对策，以期能够在一定程度上促进我国企业更好的通过品牌定位引导广告宣传并优化其宣传效。

关键词：品牌定位；广告宣传；影响

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ABSTRCT

This study on the effect of corporate advertising to brand positioning objects, combined with literature analysis, case analysis and comparative analysis along a question - analysis of the problem - the problem-solving ideas, this article three main level research, including theoretical research, empirical research, solve the problem. First, the basic theories of advertising effects on brand positioning of introduction, a clear brand positioning, advertising and bilateral relations; Second, the actual case of brand positioning, advertising effectiveness problem of how to implement, and analyze brand positioning in the ad by publicity in many ways. Thus understanding the problems and causes of the corporate brand positioning, advertising effect exists in the case of comparative analysis on the basis of the formation of a more systematic and comprehensive analysis of the problem; last target your ads to promote the advertising effect of optimization problem formulation for the implementation of restrictions on China's enterprises Solutions, in order to promote a certain extent, China's enterprises better brand positioning guide advertising and optimize its propaganda effect.

Key words: Brand positioning; advertising; impact

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目录

引言 ....................................................................................................................................... 1 一、基本理论概述 ............................................................................................................... 1

（一）基本概念界定 .................................................................................................... 1

1. 广告 ...................................................................................................................... 1 2. 品牌及品牌定位 .................................................................................................. 1 （二）广告宣传效果的影响因素 ................................................................................ 1

1. 广告投放量对广告宣传效果的影响 .................................................................. 2 2. 媒体选择对于广告宣传效果的影响 .................................................................. 2 3. 品牌定位对于广告宣传效果的影响 .................................................................. 2 （三）品牌定位的影响大于广告投放量及媒体的影响 ............................................ 2

1. 品牌定位的影响是深层次的长期营销 .............................................................. 3 2. 品牌定位决定广告宣传的最终策略及效果 ...................................................... 3 （四）进一步认识品牌定位对广告效果的影响 ....................................................... 3 1.品牌定位对广告的影响 ...................................................................................... 3 2.广告宣传对品牌的影响 ...................................................................................... 4 3. 应围绕品牌定位进行广告宣传，并在广告宣传中深化品牌定位 .................. 4

二、企业品牌定位影响广告宣传效果的现状及存在的问题 ........................................... 4

（一）品牌定位在广告宣传中的表述不足 ................................................................ 5 （二）品牌定位缺乏创新内涵 .................................................................................... 5 （三）广告内容脱离品牌真实定位 ............................................................................ 5 （四）广告宣传方式单一不完全适应不同品牌定位的要求 .................................... 6 三、加强品牌定位与广告效果的路径选择 ....................................................................... 6

（一）提升广告内容中独特品牌定位的表述能力 .................................................... 6 （二）注重品牌定位内涵的丰富，优化广告内容 .................................................... 7 （三）设计合理广告宣传方式提升品牌影响力 ........................................................ 8 （四）严格遵照品牌定位设计广告 ............................................................................ 8 总结 ....................................................................................................................................... 9 参考文献： ......................................................................................................................... 10

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