昆侖潤滑油品牌傳播研究.pdf

1、005585閑時(shí)嘸虧1MBA學(xué)位論文密級論文題目(中文)昆侖潤滑油品牌傳播研究論文題目(外文)—KunlunLubricantBr—DisseminationResearch研究生姓名學(xué)院學(xué)科、專業(yè)王瀟管理學(xué)院工商管理指導(dǎo)老師杜漪教授論文提交日期2005年Jo月校址：甘肅省蘭州市MBA碩士論文昆侖潤滑油品牌傳播研究ABSTRACTWiththeexaltationofpeopleconsumingabilityinourcountrye

2、speciallytheincreaseofautomobileholding，competitioninvehicle—uselubricantmarketbecomesmoreintenseAtpresenttheChinese1ubricantmarkettakes“brandcompetition”asthefocusLargequantitiesofnativebrands，suchasChangcheng，Kunlun，To

3、ngyiandsoonalthoughhavetheabsolutesuperiorityinthemarketoverallshare，approximately80％marketshare，actuallymerelyobtain1／5profitofthehigh—endmarketThedevelopmentofbranddisseminationinourcountry10catestheinitialstageThedome

4、sticlubricantenterprisescompletedthefirststageofbranddissemination，namelythemassdisseminationstageChineselubricantproducersalsopayattentiontotheimportanceofbranddisseminationandsomanyadvertisementsareused，especiallytelev

5、isionadvertisementsTheyhavesetuptheirownbrandsandinfluenceincertainregionswithin23yearsTheChinesepetroleumlubricantcompanyhasexperiencedthepartialintegrationandunificationintegrationwithin5yearssinceitsestablishmentThisa

6、rticlecarriesonasystematicanalysisonthebranddisseminationofKunlunlubricant，whichtakes“showlovingconcern”asthebrandCOFevalueandfixespositioninahighlevelItsbranddisseminationstrategyisthefocusandvicebranddisseminationstrat

7、egyThebrandnameofdisseminationelementis“Kunlun”whilethebrandsymbolis’’coloredgem”，whichistheproductmarkingoftheChinesePetroleumCorporationKunlunlubricantusesthemethodsincludingtheadvertisement，televisionmarketing，activit

8、ysupportingandsoonItalsotakesuseofsomemedias，suchaspublications，magazines，nationwidemediatelevisionsandsomeoutdoorsmediasKunlunbrandimageandbrandsupportrises180％comparingto2003，butitstillneedstoimproveitsdisseminationstr

9、ategyandmechanismThroughtheanalysis，authorthinksthereisacontradictionliesintheKunlunbrandlocalizationanditsproductstructure，whichbringsthefaintnessoftheconcepttoconsumersKunlunlubricantshouldgraduailygiveupthemediumandlo

10、wgradelubricantmarketinordertobecomearealhighendbrandThedisseminationmethodofKunlunbrandisrelativeunitarywhichonlymeetstheneedsofitsinitialperiod(populacestage)ThisarticlealsoproposesthatKunlunlubricantshouldapplyIMCinah