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1、畢業(yè)論文（設(shè)計）用紙論OPPO品牌文化的塑造和推廣學(xué)院：年級：專業(yè)：姓名：學(xué)號：指導(dǎo)教師：畢業(yè)論文（設(shè)計）用紙摘要品牌的規(guī)劃、宣傳、發(fā)展與維護(hù)是通過文化的塑造與推廣實現(xiàn)的。OPPO手機(jī)逐漸走進(jìn)了人們的視野，其產(chǎn)品迅速得到消費(fèi)者的青睞與認(rèn)可，可是其投放手機(jī)市場后，品牌的影響力不夠，尤其是在國外蘋果、三星等大品牌手機(jī)進(jìn)軍我國市場后，它們搶占先機(jī)，對國產(chǎn)品牌手機(jī)沖擊很大，導(dǎo)致國產(chǎn)手機(jī)品牌面臨的處境愈發(fā)艱難。面對優(yōu)勝劣汰、適者生存的挑戰(zhàn)，OPPO手機(jī)必須著手于品牌文化的塑造與推廣，不斷推陳出新，尋找合理的戰(zhàn)略戰(zhàn)術(shù)，確保在激烈的手機(jī)市場競爭中立于不敗之地。本文首先從品
2、牌、品牌文化、品牌塑造及品牌推廣的概念上進(jìn)行了闡述，通過分析OPPO手機(jī)品牌文化塑造與推廣的現(xiàn)狀尋找OPPO手機(jī)企業(yè)在品牌經(jīng)營政策上的差別；其次重點(diǎn)分析了品牌文化塑造及推廣進(jìn)程中所遇到的困難及成因；最后從OPPO手機(jī)品牌文化塑造及推廣兩個方面提出品牌運(yùn)營的建議以及如何進(jìn)行品牌文化的運(yùn)營與維護(hù)，從而進(jìn)一步增強(qiáng)OPPO手機(jī)在市場上的競爭力。關(guān)鍵詞：OPPO手機(jī)；品牌塑造；品牌推廣I畢業(yè)論文（設(shè)計）用紙AbstractBrandplanning,publicity,developmentandmaintenanceisachievedthroughtheshapi
3、ngandpromotionofculture.In2004,OPPOmobilephoneintopeople'svision,theproductquicklyfavoredandrecognizedbyconsumers,butitslaunchmobilephonemarket,thebrandinfluenceisnotenough,brandcreationandpromotionoftheformisveryserious,especiallyintheapple,Samsungandothermajorforeignbrandstoenter
4、themobilephonemarketofourcountry,theyseizetheopportunityforthedomesticmobilephonebrandimpact,resultinginthedomesticmobilephonebrandisfacingadifficultsituation.Facingthechallengeofsurvivalofthefittest,shapingandpromotion,OPPOmobilephonemuststartwiththebrandcultureofinnovation,tofind
5、reasonablestrategyandtactics,toensureaninvinciblepositioninthefiercecompetitioninthemobilephonemarket.Thispaperstartsfromtheconceptofbrand,brandculture,brandbuildingandbrandpromotionisdescribed,foreshadowingforthefollowingstudy,thenfocusesontheanalysisofOPPOmobilephoneisnowmarketin
6、gsituation;OPPOmobilephoneinshapingbrandcultureandpromotionintheprocessofthedifficultiesandproblemsandcauses;finally,promotionpolicyandthebrandoperationstrategyproposedintwoaspectsfromtheOPPOmobilephoneandOPPOmobilephonebrandcultureshapingbrandculture,sothatthedomesticmobilephoneto
7、getridofthedilemma,soastofurtherenhancethedomesticmobilephonebrandappealandcompetitiveness.Keywords：OPPOmobilephone;brandbuilding;brandpromotionII佳木斯大學(xué)教務(wù)處畢業(yè)論文（設(shè)計）用紙目錄摘要IAbstractII一、緒論6（一）研究背景6（二）研究目的及意義61.研究目的62.研究意義7（三）國內(nèi)外文獻(xiàn)綜述71.國外文獻(xiàn)綜述72.國內(nèi)文獻(xiàn)綜述8（四）研究的主要內(nèi)容8二、手機(jī)品牌文化的塑造和推廣理論基礎(chǔ)9（一）品牌概
8、念9（二）品牌的定位9（三）手機(jī)品牌塑造的定義10（
