诚 信 声 明
我声明：本人所呈交的毕业论文是在老师指导下进行研究工作取得的研究成果。据查证，除了文中特别加以标注和致谢的地方外，本论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得其他教育机构的学位或证书而使用过的材料。我承诺，论文中的所有内容均真实、可信。
毕业论文作者签名：
签名日期：
基于提升品牌忠诚度的整合营销传播研究
——以中国移动“动感地带”为例
[摘 要] 在竞争激烈、环境瞬息万变的21世纪市场中，学习运用整合营销传播成功打造品牌、建立品牌忠诚度是企业可持续发展的重要手段之一。本文首先对品牌忠诚度的形成过程进行探究，结合中国移动“动感地带”的成功案例，分析整合营销传播分别在广告宣传、公关活动、促销活动、终端展示、口碑传播等方面对其品牌忠诚度产生的影响，从而找出整合营销传播与提升品牌忠诚度的有效结合点，同时提出“动感地带”在整合营销传播中所存在的问题，最后根据研究结果，提出对其他企业的整合营销传播管理启示。
[关键词] 整合营销传播；品牌忠诚度； 动感地带
Analysis on Integrated Marketing Communication
Based on Brand Loyalty Improved
——Take China Mobile “M-Zone” for Example
Abstract：In the competitive environment of the market in twenty-first Century, varied from minute to minute, learning to use the Integrated Marketing Communication to build brand successfully and build Brand Loyalty is one of the important methods that promote enterprises sustainability. First, this paper probe into the process of Brand Loyalty. Secondly, according with the successful case China Mobile \makes analysis on the effect of \Zone\ Integrated Marketing Communication in advertising, public relations, sale promotion, terminal, public praise and other aspects on Brand Loyalty, and gets the effective bonding point from Integrated Marketing Communication and Brand Loyalty. At the same time, it points out the problems of \Zone\Integrated Marketing Communication. At last, according to the research results, the paper makes some suggestions about the Integrated Marketing Communication based on Brand Loyalty improved to other companies.
Keywords： Integrated Marketing Communication ； Brand Loyalty ；
M-Zone
目 录
一、引言 ....................................................................................................... 1
1.研究背景 .................................................................................................................. 1 2.研究目的 .................................................................................................................. 1 3.研究意义 .................................................................................................................. 1
二、国内外研究现状与发展趋势 .................................................................. 2
1.国外研究现状与发展趋势 ........................................................................................ 2 2.国内研究状况与发展趋势 ........................................................................................ 2
三、品牌忠诚度的形成过程 ......................................................................... 3 四、“动感地带”案例研究 ......................................................................... 4
1.“动感地带”品牌介绍 ............................................................................................ 4 2.“动感地带”提升品牌忠诚度的整合营销传播措施 ............................................... 5 3.取得的成绩 ............................................................................................................... 7 4.存在的问题 ............................................................................................................... 9
五、对其他企业的启示 ................................................................................ 10
1.建立消费者数据库 ................................................................................................. 10 2.开展双向沟通活动 ................................................................................................. 10 3.进行传播方式的市场调查 ...................................................................................... 11 4.以“口号”进行传播 .............................................................................................. 11 5.进行传播活动之间的反馈 ...................................................................................... 11
结论 .............................................................................................................. 12 参考文献 ...................................................................................................... 13 致 谢 ...................................................................................................... 14