品牌沟通

中国快速消费品市场中的品牌沟通策略浅析

Analysis of the Brand Communication Strategy of Fast Moving Consumer Goods Market of China

在此，我们提出的对策是，建立具有自己的特点、适合于市场的品牌沟通策略。

So , here we suggest that we must establish our own Brand Communication Strategy which adapts to the market .

与美国甚至日本相比，我们在中国市场的品牌沟通方面还需做出更多努力。

We need to work much harder to communicate that in China than in America or even in Japan .

运用品牌沟通策略的方式不外乎广告宣传、新闻媒体公关、政府宣传、促销、渠道建设、产品宣传等方式。

The mode of implementing Brand Communication Strategy including advertising 、 sales promotion 、 government propagandize 、 media propagandize 、 channel construction etc.

最后，介绍了品牌沟通的有效方式，如在全球范围内做产品广告，充分利用重大体育世界进行品牌营销，以及跨文化品牌沟通。第七章：结论。

At last , effective brand communication methods are introduced , such as global advertising , marketing through sports events , and cross-cultural brand communication . Chapter ⅶ: Conclusion .

第三，本文所提出的四个影响因素在两类样本中均对品牌沟通有效性的各衡量指标产生显著的影响。

However , the weight between various factors and the index are different in the two production categories . Thirdly , for the two types of samples , the four influence factors mentioned in this paper all have significant effect on brand communication effective .

受众认知主导时代的品牌深度沟通

Brand communication in times of public realization

品牌深度沟通要遵循消费者的品牌认知心理规律并采取灵活的沟通策略。

The communication should comply with consumers'psychological cognition rule , thus flexible communication strategies have to be considered .

服务过程既是服务生产和传递的过程，也是品牌信息沟通的过程，顾客对服务价值的感知主要来源于服务过程中的服务交互以及品牌传播和展示。

Service process is not only the process of service production and delivery , but also the process of brand communication . Ccustomers ' perception of the value of service mainly comes from service interaction in service process and brand communication and display .

成功的高价瓶装水透过独特的故事和设计、品牌化和沟通的强化，成功建立了稳固的消费者品牌忠诚度。

Successful premium bottled waters often have a unique story , great design , powerful branding and communication , helping to build strong consumer loyalty .

平面广告是品牌与受众进行沟通的桥梁。

Print advertisements are the bridge connecting enterprises and consumers .

品牌如何与大众沟通？

How the brand communicates with the audience ?

戈登对英国奢侈品牌提出的数字沟通建议包括：在公司主页上设立一个中文登陆界面，确保品牌宣传清晰传达出品牌的最大优势，不要预设消费者对品牌已经有所了解。

His digital communications tips for UK luxury brands include creating a Chinese landing page on corporate websites and ensuring brand communications articulate clearly what a brand does best , without assuming prior knowledge .

虽然，目前我国有在品牌战略建设及品牌沟通方面较为先进的汽车企业，但在国际大企业的眼里，中国还并不存在一个真正意义上强势品牌，而只是一些商标。

Although China is currently building the brand strategy and brand communication , but in the eyes of the international enterprises , China is still not a strong brand there is a real sense , but some trade marks .

还要从品牌定位、品牌传播、品牌沟通、品牌改进、品牌延伸和品牌保护等角度进行品牌管理。

Also , on brand management , we should take precautions from the brand positioning , brand spread and brand communication , brand improve , brand extension , brand protection perspective .

TOMATO大码头品牌设计顾问致力于品牌研究，品牌创建，品牌沟通、推广及品牌管理的专业顾问设计策划机构。

TOMATO Brand Designing & Associates is a professional design organization which is focus on brand studying and brand building , brand communication , brand spreading and management .

在比较服务品牌与产品品牌差异的基础上，提出了品牌沟通、顾客体验、员工管理、企业文化和品牌价值观等因素影响着服务品牌的成功，是服务品牌价值的驱动因素。

Comparing the differences between the service brand and the product brand , it is supposed that some factors influence the success of the service brand , such as brand communication , brand experience , employee management , enterprise culture and brand values and so on .

消费者在某一品牌社区里能更好地使用同一品牌产品的使用者沟通与交流，同时也能更方便地与企业以及其他与该品牌相关人群的交流与沟通，最终能提高消费者对品牌的忠诚。

The customers in a brand community can communicate and exchange better with the other customers who use the same brand and can also communicate and exchange better with the enterprise and other people who is related with the brand .

服务品牌资产的初始影响因素包括：商店设施/购物环境、外部品牌沟通、购物便利性、产品层面、人员服务质量、顾客因素。

Other is the initial effect factors including facilities & environment , brand communication , convenience of shopping , product level , service quality of people and customer experience .

应该说，品牌战略对企业发展壮大起了路标的作用，是企业对内、对外沟通的桥梁，这就是品牌沟通策略的意义所在。

So we could say that the signification of the Brand Communication Strategy is that it just effect as a guide when a company is developing and it is just a " bridge " between the itself and others .

然后在情节价值层次和关系价值层次上分别对服务品牌接触点进行信息设计，并引进关系对话机制构建了服务品牌接触点沟通模型。

Then it designs the communication information on the arrangement of episode value and relationship value separately , builds up the model of service brand contact points communication through adopting the idea of relationship dialogue , and concludes the principles of the points communication .