品牌推广论文——雕刻时光的故事.docVIP

密级： NANCHANG UNIVERSITY 学 士 学 位 论 文 THESIS OF BACHELOR （2009 —2011 年） 题 目 雕刻时光的品牌推广研究 学 院： 公共管理学院 系 社会学系 专业班级： 公共关系双学位091班 学生姓名： 学号： 指导教师： 职称： 起讫日期： 2011/2/25——2011/5/28 雕刻时光的品牌推广研究 摘要 目前国内外对品牌推广的研究较为常见，如品牌识别及其构建，营销策略等等，选取的例证通常有大型汽车公司，商城聚合品牌、纯文化以及餐饮行业等；而采用雕刻时光咖啡馆作为品牌推广的例证目前还没有出现，虽然雕刻时光在大范畴上属于餐饮行业，但是雕刻时光的品牌推广结合了文化的传播与咖啡、简餐的推广，称为一种品味，一种生活态度更为合适,餐饮业随之意识到文化在该行业中所扮演的重要角色。在这样的大背景下，为研究雕刻时光的品牌推广模式，对雕刻时光举办的一系列活动进行了调查，通过剖析雕光的品牌经营理念以及推广策略，揭示了雕刻时光成为本土原创咖啡行业的领跑军的内在原因，并对雕刻时光的未来发展模式提出了建议。雕刻时光通过对其自身品牌的推广，将咖啡艺术与文化完美地结合到一起，把“乐活”概念推向全人类，为顾客提供了一个完全放松、自然的环境，雕刻时光也凭借成功的品牌推广赢得了广大消费者的亲睐。 关键词：雕刻时光；品牌推广；咖啡文化；营销策略 The research on brand promotion of “sculpting in time Café” Abstract At present, the domestic researches on brand promotion is very common, such as brand recognition and its construction, marketing strategy etc, selected example often have large car companies, mall polymerized brand, pure culture and catering industry etc; and it did not appear to use “sculpting in time Café” as the example of cafe brand promotion at present, although “sculpting in time Café” belongs to the catering industry in large category, “sculpting in time Café” brand promotion is combined with culture spreading and the promotion of coffee and simple meals, it is more appropriate to call it a kind of taste, a manner of a kind of life, Catering then realize culture in this industry plays a crucial role. In this background, the research of “sculpting in time Café” on the brand promotion mode, the investigation of series of activities held by “sculpting in time Café”, through analyzing the brand management idea and promotion strategy of “sculpting in time Café”, reveals the intrinsic reason of “sculpting in time Café” becoming the leader of local original coffee industry, and the future development model of “sculpting in time Caf