發(fā)布時(shí)間：2018-01-14 05:21

  本文關(guān)鍵詞：中國(guó)元素策略在內(nèi)蒙古整合營(yíng)銷傳播中的應(yīng)用　出處：《內(nèi)蒙古師范大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中國(guó)元素 中國(guó)消費(fèi)者心理特征 整合營(yíng)銷傳播

【摘要】： “上善若水。水善利萬(wàn)物而不爭(zhēng),處眾人之所惡,故幾于道。居善地,心善淵,與善仁,言善信,正善治,事善能,動(dòng)善時(shí)。夫唯不爭(zhēng),故無(wú)憂。”“以其不爭(zhēng),故天下莫能與之爭(zhēng),此乃效法水德也。水幾于道;道無(wú)所不在,水無(wú)所不利,避高趨下,未嘗有所逆,善處地也;空處湛靜,深不可測(cè)。善為淵也;損而不竭,施不求報(bào),善為仁也……” 二十一世紀(jì)初,中國(guó)已經(jīng)在改革開(kāi)放的浪潮中顛簸奮進(jìn)了三十年,經(jīng)歷了一系列經(jīng)濟(jì),文化的重大變革后,中國(guó)人在自身文化與精神生活中開(kāi)始覺(jué)醒;中國(guó)社會(huì)人群的整體自我意識(shí)開(kāi)始逐漸發(fā)展、成熟。越來(lái)越多的中國(guó)人開(kāi)始從中華千年發(fā)展史中尋找變革的經(jīng)驗(yàn)與螺旋性發(fā)展的趨勢(shì),開(kāi)始從一度傳承又被中斷的經(jīng)典文化中尋找指向未來(lái)的文化發(fā)展方向與現(xiàn)存事物的存在根基。 在這樣的時(shí)代潮流中,“中國(guó)元素”被廣告與設(shè)計(jì)界一再提出。但是,什么是“中國(guó)元素”?“中國(guó)元素”能為我們帶來(lái)什么樣的利益?“中國(guó)元素”在行銷中的應(yīng)用價(jià)值是什么?“中國(guó)元素”如何應(yīng)用在廣告設(shè)計(jì)與營(yíng)銷策劃當(dāng)中?這樣的一系列問(wèn)題的答案將在下面的文章中進(jìn)一步探討。 現(xiàn)實(shí)的行銷與廣告案例中,我們經(jīng)常會(huì)看到對(duì)于中國(guó)歷史元素、中國(guó)民俗元素、以及中國(guó)次文化元素的錯(cuò)誤的運(yùn)用,例如:文化題材的娛樂(lè)化借用實(shí)現(xiàn)了廣告和產(chǎn)品信息的傳播,達(dá)到了提高銷售業(yè)績(jī)與提升企業(yè)形象的目的,但留下的卻是被歪曲與褻瀆的文化與歷史事實(shí),并且謬種流傳,無(wú)以復(fù)加�；蛘�,有些企業(yè)的自身定位、產(chǎn)品的核心價(jià)值與所借用的中國(guó)元素本質(zhì)上不符合,出現(xiàn)信息錯(cuò)位與斷層,企業(yè)用廣告?zhèn)鞑ミ@把雙刃劍出鞘自刎。這樣的現(xiàn)實(shí)下,對(duì)于中國(guó)元素所植根的中國(guó)文化、企業(yè)、產(chǎn)品、受眾消費(fèi)者,怎樣協(xié)調(diào)各種矛盾使這四方利益均不至受損,能夠以上善若水為最終原則的實(shí)用策略亟待出現(xiàn)。對(duì)于所要解決的諸多矛盾與問(wèn)題,本文主要在三個(gè)方面進(jìn)行研究與探討,分別是中國(guó)元素的涵蓋范圍、中國(guó)元素的存在價(jià)值、以內(nèi)蒙古地產(chǎn)營(yíng)銷為切入點(diǎn)研究中國(guó)元素在內(nèi)蒙古整合營(yíng)銷傳播中的應(yīng)用方法。針對(duì)中國(guó)元素的涵蓋范圍進(jìn)行探討,并對(duì)中國(guó)元素所具體涉及的項(xiàng)目?jī)?nèi)容進(jìn)行了精確的列舉與定位,以便在對(duì)中國(guó)元素的應(yīng)用方面能夠做到用之有物。在中國(guó)元素的應(yīng)用價(jià)值方面,本文主要針對(duì)中國(guó)現(xiàn)時(shí)代消費(fèi)者心理與消費(fèi)者價(jià)值觀進(jìn)行深入研究,為中國(guó)元素在整個(gè)中國(guó)社會(huì)意識(shí)形態(tài)中找到正確的位置和應(yīng)用價(jià)值。
[Abstract]:"good is like water. Water is good for all things and undisputable, so it is almost in the way of the people. In the land of good, the heart is good and deep, and good benevolence, good words and faith, good governance, good things, when good, when the husband is indisputable." Therefore, no worries. "" with its indisputable, so the world can not compete with it, this is to follow the example of water virtue is also. Road is everywhere, water is not unfavorable, avoid the high trend, there is no rebellion, good land is also; The empty place is still, deep and unfathomable. "if you do harm without exhaustion, you will be kind and benevolent if you do not ask for retribution." " In 21th century, China has been bumpy in the tide of reform and opening up for 30 years. After a series of economic and cultural changes, the Chinese people began to wake up in their own culture and spiritual life. The whole self-consciousness of Chinese society began to develop gradually and mature. More and more Chinese people began to look for the experience of change and the trend of spiral development from the history of Chinese millennium development. It begins to look for the future direction of cultural development and the existence foundation of existing things from the classical culture which was once inherited and interrupted. In such a trend of the times, the "Chinese element" has been repeatedly proposed by the advertising and design community. But what is the "Chinese element"? What benefits can the "Chinese element" bring to us? What is the application value of "Chinese element" in marketing? How does "Chinese element" apply in advertising design and marketing planning? The answers to such a series of questions will be further explored in the following article. In real marketing and advertising cases, we often see the wrong use of Chinese historical elements, Chinese folklore elements, and Chinese sub-cultural elements. For example, the entertainment of cultural themes has realized the dissemination of advertising and product information, and achieved the purpose of improving sales performance and promoting the image of enterprises, but left behind the cultural and historical facts that have been distorted and desecrated. And fallacy spread, can not add. Or, some enterprises own positioning, the core value of the product and the essence of the borrowed elements of China does not match, information dislocation and fault. Enterprises use advertising to spread this double-edged sword out of their sheath. In such a reality, Chinese culture, enterprises, products, and consumers rooted in Chinese elements. How to coordinate all kinds of contradictions so that the interests of the four parties will not be damaged, and the practical strategy of being able to be good as water is the ultimate principle is urgently needed to appear. Many contradictions and problems to be solved are urgently needed to be solved. This article mainly carries on the research and the discussion in three aspects, respectively is the Chinese element covers the scope, the existence value of the Chinese element. With Inner Mongolia real estate marketing as a starting point to study the application of Chinese elements in Inner Mongolia integrated marketing communication methods. And the specific Chinese elements involved in the specific items of the list and positioning, in order to be able to use the Chinese elements in the application of material and in the application of Chinese elements value. This paper focuses on the study of consumer psychology and consumer values in China in order to find the correct position and application value of Chinese elements in the whole Chinese social ideology.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

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