Paper写作范文参考-新媒体时代的品牌营销

www.ocscf.org Paper写作范文参考-新媒体时代的品牌营销这篇PAPER写作范文主要讨论了新媒体时代的品牌营销。品牌营销，从学术角度来讲，通常是指品牌拥有者对品牌所进行的设计、宣传、维护的行为和努力。在这一过程中，品牌拥有者既是品牌营销的主要组织者，同时也是品牌营销的利益表达者，而品牌营销的参与者则包括了品牌营销过程中的所有接触者。在新媒体时代，成熟企业的市场营销之间竞争就是品牌之间的竞争。对于消费者来说，高知名度的品牌也代表着高质量、高品位和高附加值，因而常常会是消费者市场消费的首选产品，而对于企业来说，高知名度的品牌则代表着高利润、高回报和高市场占有率，因而也代表了企业的市场竞争力。The arrival of the new media era has changed the traditional marketing mode of enterprises. With the support of new media technology, enterprise marketing has taken a diversified development path. At the same time, the arrival of the new media era has also changed the traditional consumption concept of consumers. In the new media era, the symbolic significance of product brands has been warmly pursued by consumers. Therefore, in the new media era, how to build the brand effect of products has become an important chip to measure the marketing competitiveness of enterprises. Based on this understanding, this paper takes the importance of enterprise brand marketing as the blueprint, and discusses the reasons for Chinese enterprises to strengthen brand marketing.In today's market economy environment, brand influence can be said to be decisive. The higher and more famous a product brand is, the easier it is to be accepted by consumers and bring considerable economic and social benefits to enterprises. Therefore, in the market economy environment, the competition between enterprise marketing is also the competition between brand marketing in a sense. As for the importance of developing product brands and shaping product brands, we can learn something from a series of intensive statements by premier li keqiang of the state council on the importance of brand building in 2016. During the national "two sessions" in 2016, premier li keqiang proposed in the government work report that "we should cultivate the spirit of craftsmanship to keep improving, increase varieties, improve quality and create brands". On March 29, 2016, held in the great hall of the people "the 2nd China quality prize award ceremony" on, prime minister li keqiang pointed out, "carry forward the spirit, quality peak bravely, make more well-known brand of customer satisfaction for the pursuit of excellence, advocating quality become the whole society, the value orientation of the whole nation and The Times spirit." On May 11, 2016, at the executive meeting of the state council chaired by premier li keqiang, premier li keqiang once again proposed that "governments at all levels should strive to improve policies and give full play to the role of the market mechanism. Focusing on the diversified needs of consumers, we will push the consumer goods industry to increase varieties, improve quality and create brands." "Cultivate and carry forward the craftsmanship spirit of striving for perfection, guide enterprises to establish the business philosophy of quality first and reputation first, promote the 'quality revolution' based on the production of mass consumer goods, and promote Chinese manufacturing to move towards high-quality products to win a large market." In the short period of one year in 2016, premier li keqiang of the state council has made clear instructions on brand building for many times, which shows the importance and far-reaching significance of brand building in enterprise development. It can also be argued that the arrival of the new media era also marks the arrival of the era of enterprise brand revolution.The so-called "brand marketing", from the academic perspective, usually refers to "the brand owner's design, promotion, maintenance of the brand behavior and efforts. In this process, the brand owner is not only the main organizer of brand marketing, but also the interest expression of brand marketing, while the participant of brand marketing includes all the contacts in the process of brand marketing, such as: Users, channels, partners, and media competition, etc., from the current market economy environment of brand marketing content composition, including the main component of assets such as brand construction, information construction, channel construction, customer development, media management, search brand management, marketing management, reputation management and brand virtual experience management, and so on, almost covers all can let carry forward the influence of the elements of the brand, the success of the brand construction, also is a complicated system engineering.The importance of enterprise brand marketing in the new media era lies in:Generally speaking, the marketing competition of enterprise products should go through three stages: price competition, quality competition and brand competition. In the new media era, the marketing competition among mature enterprises is the competition among brands. Because, for consumers, high-profile brand also represent the high quality, high grade and high added value, and often is the first choice for the consumer market consumption products, and for the enter