濰坊地區(qū)風箏企業(yè)的品牌重構——以楊家埠39家風箏廠為例

1、碩士學位論文 碩士學位論文 碩士學位論文 碩士學位論文題 目 濰坊地區(qū)風箏企業(yè)的品牌重構——以楊家埠 39 家風箏廠為例英文題目 The analysis of Brand Remodeling of Kite Enterprisesin Weifang —taking Thirty-nine Kite Factories inYangjiabu district as an example姓 名 宋林霞 學號 11003013所在學院

2、 長江藝術與設計學院 導師姓名 靳埭強專 業(yè) 設計藝術學入學日期 2010 年 9 月 答辯日期 2013 年 6 月汕頭大學碩士論文 濰坊地區(qū)風箏企業(yè)的品牌重構——以楊家埠 39 家風箏廠為例IIAbstractAs a regional folk art- Weifang Kite, which occupies an important position in the field ofcultural heritage. Howe

3、ver, it has played an important role among the industrial economicstructure ,the level of driving economic, which as an important part. A variety of Kite Corporatepromote the Weifang kite out of the house constantly.To t

4、he world, bringing joy and harmony.In recent years, with the continuous development of brand of Kite enterprises in Weifang,“ignoring” has become a chronic illness where they move forward on the path of development.For i

5、t, lacking of brand communication concept, strategic guidance. For instance, they have noLOGO, similar packing, no propaganda slogan and so on. At this point, in the process ofcorporate brand promotion ,they haven’t publ

6、icize the concept of corporate culture. Even theyhaven’t know the consumer, point of contact, Stakeholders and comprehensive crisis responsemeasures etc. It has been plagued by the front line of the kite enterprises of t

7、he region.Therefore, we take a sample survey. To 39 Kite factory in Yang Jiabu as an example,visiting them, Interview, visiting the museum. As a means of brand communication, for thepurpose of reconstruction of the Kite

8、enterprises. Combined with theoretical knowledge ofintegrated marketing communication, profound analysis of them under the market environment,how to differentiate themselves and maintain the competitive advantage of the