整合营销传播沟通策略 : 金陵月饼品牌价值提升研究

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整合营销传播沟通策略 : 金陵月饼品牌价值提升研究

 

Author: 黃诤
Huang, Zheng
Title: 整合营销传播沟通策略 : 金陵月饼品牌价值提升研究
Zheng he ying xiao chuan bo gou tong ce lüe : Jinling yue bing pin pai jia zhi ti sheng yan jiu
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Communication in marketing
Branding (Marketing) -- Management
Department: School of Hotel and Tourism Management
Pages: 64 leaves ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b1896916
URI: http://theses.lib.polyu.edu.hk/handle/200/5476
Abstract: The competition of China's hotel industry has become much more intensive. Relying on integrated marketing communication strategies to build a strong brand is receiving more attention. Jinling hotel, a domestic hotel brand based in Nanjing, has produced mooncakes in recent years. Jinling mooncakes have become a famous mooncake brand in the local market by using integrated marketing communication strategies. Based on the review of literature, a case study, and interviews with 12 group purchasers, this study estimated integrated marketing communication strategy impact on the mooncakes brand equity based on Aaker's brand equity model. Results indicated that establishing brand identity clearly, interactive communication and communication with the internal market with organization's culture and goals are considered as important factors to strengthen the brand equity during the implementation of integrated marketing communication strategies.

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