广告专业英文毕业论文审核通过

2021-04-25 13:20:52本页面

广告专业英文毕业论文审核通过


【正文】

27 Establishbrandloyaltybyadvertising:AninternationalconfectionerybrandinChina Abstract Brandloyaltyisameasureofhowoftenacustomerisinclinedtochoosethesamebrandwhenbuyingfromtheproductclass.Consideringtheimportanceofbrandloyaltyinintegratedpromotionandmarketingcommunication,thispaperwilldiscussaparticularcandybrand(Alpenliebe)。

Itwillusesurveyresearchmethodologytodocumenthowthisinternationalconfectionerycompanyestablishesitsbrandloyaltythroughadvertising.Itwillfocusonhowbrandknowledgeaffectsbrandperformance,andalsoattemptstoanalyzehowimportantkeyconceptinadvertisingisinordertoprovideguidelinesonhowtoenhancethebrandloyalty.

Establishbrandloyaltybyadvertising: AninternationalconfectionerybrandinChina Introduction AstheeconomyofChinahasimprovedovertheyears,manyinternationalcompanieshaveattemptedtoinvestintheChinesemarket.Theconfectionerymarketisincreasing.InChina,themarketingshareofconfectioneryhasbeencontrolledbyinternationalcompanies。

Mostofthosecompanies,suchasPerfettiVanMelleCo.,Ltd(Alpenliebe),whichissuccessfulintheChinamarket,seemsmorefamiliarwithChinesetargets’taste.Thosecompanieswhichweresuccessfulinestablishingtheirbrandimageandbrandloyaltybyusingadvertisementsmaketheirproductpromotionmoresuccessful. Today,Chinasadvertisingmarketscaleintheglobalmarket。

andranksfifthsteadygrowthatacompoundrateof13.96%.Chinascommercialadvertisingrevenuereached$600billiondollarsin2008.Alongwiththenetworkpopularizationthedigitaltelevisionadvertisingmarketvaluewillexceedmarketpotential(Chinasadvertisingmarketscale,iResearch).Basedonthistend,adescriptivestudywasundertakentoinvestigateanddiscussaparticularcandybrand。

“Alpenliebe”.Thestudyshowshowtoestablishitsownbrandloyaltyamongconfectionerymarket. “Alpenliebe”isaninternationalcandybrandunderPerfettiVanMelleconfectioneryCo.,Ltd(PVM).PVMisaprivatelyownedItaliancompany;itproducesanddistributescandiesandchewinggumsinover130countriesunderhighlyrenownedbrandslike"。

Alpenliebe,Mentos,Frisk,Fruittella,Golia,Vivident,AirheadsandHappydent".Nowitisthethirdlargestconfectionerygroupintheworld,employingover14,000peoplein32companies;ithasatrueglobalreach.ThecompanywasestablishedinMarch2001throughthemergerofShanghaiPerfettifoundedin1994,andShenzhenVanMellefoundedin1997(PerfettiVanMelleataglance。

2010). In1996,“Alpenliebe”enteredChinaconfectionerymarketasamilkcandybrand.Afterthreeyears,thisbrandcameoutwithChinasfamouslocalbrand“WhiteRabbit”,movingChinastop10confectionerybrands.In2005,itwasstillthetopbrandwhichoccupiedthemostconfectionerymarketshareinChina.Today,“Alpenliebe”isstillintheChinatop10confectionerybrand。

“Alpenliebe”comesfromthewordAlps.MostpeoplecalltheAlps“holymountain”becauseitsbeautifulenvironment.ItisaGermanwordthattranslatesto“loveinAlps”.Thiscandybrandusesthename"Alpenliebe"toexpresslovetonature,andhopetobringlovetoeverybody(Alpenliebehomepage,2010). Invariousadvertisementsofdifferentconfectionerybrands。

theycancommunicatetoconsumersthebrandimageandintangiblevaluesofbrandequity.Mostofwhatweobtainfromadvertisingisintangiblevalue.“Alpenliebe”attemptstocreateapositiveimagetofulfillconsumersexpectationwithintangiblevalue.Abstractly,"Alpenliebe"makessweetcandyandthefeelingoflove;itistheintangiblevalueandthekeyconceptofwhat“Alpenliebe”wanttocommunicatetoitstargetconsumers。

Thesloganof"Alpenlieve"is“Wherethereislove,thereisAlpenliebe”.Lovenotonlybetweenlovers,butalsothelovewithyourfamily,yourfriends.Themostsuccessfulbigideaof“Alpenliebe”isitcreatesahappylifethroughpassion;tofeelsweetandcozybysharingwithothers.Loveisabigconcept,itexistseverywhereandeverybodycanhavelove。

nomatterhowoldyouare,whatgenderyouare,orwhereyouwereborn.Sothisbigconceptiseasytoacceptbyconsumers.Alsointhishightechdevelopmentsociety,peopledesireloveandtheywanttofeelandneedlove.love.Peopletrytoexperiencelove. Theinsidepackageidentityoftheseries"Alpenliebe"candyhasacommoncharacter:apatternofvortex(amixwithtwocolors)。

Thisparticulardesignfor"Alpenliebe"isitssymbol,becauseitiseasierforconsumerstorecognize.Thepatternofvortexalsosymbolizesahug:thewaytoexpressesloveandfriendliness.Theexternalpackagealsousesasimilarseriesofdesignofdifferentcolorsfordifferenttastes."Theproductspackageisthelastopportunitytomakeanimpressiononaconsumer"。

(Clow&Baack,2007). Also,inordertoreflectmoreontheintangiblevalueof“love”,"Alpenliebe"producesaseriesofweddingcandies,lollipops,andtoffees,toopenitsnewcandymarketandtodevelopitsconfectionerymarketinChina. Accordingtotheinformationabove,thispaperwilldiscusshow“Alpenliebe”establishesitsownbrandawareness。

brandimageandenhanceitsbrandloyaltybyadvertising.Whatdoesthisbranddothatleadstosuchaperformance?Whatactionscanmanagerstaketocreateandmaintainsuchhighperformingbrands?Weaddressthesequestionsinthispaper. LiteratureReview Loyaltyistheresultofarepeatedpositivebrandexperiencethatcreatesarelationshipoftrustbetweenthecustomerandthebrand。

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