工商管理学院知识库

自21世纪以来，随着竞争的加剧，市场竞争从产品竞争不断转为品牌竞争，一个企业品牌名声大意味着产品品质好和产品销量高，随之品牌推广越来越受到企业的重视。甘肃雅路人麻编有限公司，作为一家融合产品开发设计、制造营销、品牌创建于一身的全流程经营企业，如何根据自身的实际情况有针对性地优化品牌推广，已成为公司亟待解决的问题。

本文首先以现有的理论资料为工作背景，对相关理论做出了定义，并介绍了品牌推广的“三元论”和整合营销传播理论，概述了甘肃雅路人麻鞋品牌推广的现状。其次，通过问卷调查的方法，对甘肃雅路人麻鞋目前的品牌推广情况进行分析与诊断，发现甘肃雅路人麻鞋品牌推广存在动态媒体传播方式表现力不足，静态媒体传播方式目的性、针对性不强，人员媒体传播方式灵活性差，网络媒体传播方式体系不全、水平不高，缺乏综合运用各种媒体传播方式的思维等问题。然后，结合品牌推广的“三元论”和整合营销传播理论，提出主动探索运用动态媒体传播方式、有针对性运用静态媒体传播方式、灵活运用人员媒体传播方式、健全和完善网络媒体传播方式、综合运用各种媒体传播方式等优化策略。

本文认为甘肃雅路人麻鞋公司应该充分了解各个品牌传播媒介的特性、优势以及劣势，分析企业所处的发展阶段和自身的现实状况，选取对自己有利的传播媒介开展品牌推广活动，拒绝盲目跟风，导致企业有限资源白白浪费，使成本最小的情况下达到最好的品牌推广效果，让甘肃雅路人麻鞋在严酷的市场竞中具有竞争力。

Since the 21st century, with the intensification of competition, market competition has become from product competition to brand competition. An enterprise brand with good reputation means good product quality and high product sales, then brand promotion is more and more attention by enterprises. Gansu Yaluren hemp shoes company as an independent company, collecting product development and design, production and sales, brand building, how to optimize the brand promotion according to their own actual situation, has become an urgent problem to be solve.

In this paper, firstly based on the existing literature, the relevant concepts are defined, and the “triangular theory” and integrated marketing communication theory of brand promotion are introduced, and the current situation of Gansu Yaluren hemp shoes brand promotion is summarized. Secondly, through the method of questionnaire survey, analyze and diagnose the current brand promotion of Gansu Yaluren hemp shoes. It is found that there are some problems in the brand promotion, such as insufficient expression of dynamic media communication mode, weak purpose and pertinence of static media communication mode, poor flexibility of personnel media communication mode, incomplete system and low level of network media communication mode, and lack of thinking of comprehensive use of various media communication modes. Then, this paper combining with the “triangular theory ” and integrated marketing communications theory, put forward the initiative exploration using the dynamic media dissemination way, targeted using static media communication mode, flexible use of media communication mode, improve and perfect network media dissemination way and the way of comprehensive use of various media optimization strategy. 

This paper argues that Gansu Yaluren hemp shoes company should fully understand the characteristics of various media’s advantages and disadvantages, and analysis the characteristics and the actual situation of the enterprise itself, combine with the most advantageous media for brand promotion, avoid blindly follow suit, cause the waste of resources, to achieve the best brand promotion effect with the lowest cost. Let Gansu Yaluren hemp shoes in the harsh market competition keep with competitiveness.