基于“消费认同”视角探寻昆仑山矿泉水的营销传播  

Future Marketing Communications of Kunlun Mountains Mineral Water from the Perspective of Consumer Acceptance

作　　者：李翠敏[1] 张淑燕[2] 

机构地区：[1]盐城工学院人文学院,江苏盐城224051 [2]东北师范大学传媒科学学院,吉林长春130117

出　　处：《盐城工学院学报（社会科学版）》2013年第1期39-44,共6页Journal of Yancheng Institute of Technology（Social Science Edition）

基　　金：盐城工学院人才引进项目(XKR2011038)

摘　　要：对昆仑山矿泉水的营销活动和营销策略进行了系统归纳和总结,并通过调研对其营销传播效果进行了评估,在此基础上,剖析其营销活动中存在的矛盾、问题及背后深层次的原因。针对其"高认知与低认同"这一症结所在,立足于"消费认同"视角,分别从树立"拼搏进取、追求优质生活"的品牌形象,打造"年轻、时尚、高档"的品牌个性,借助依附营销固化品牌符号意义,强化消费者认同等途径为昆仑山实现由"高端印象"到"高档形象"的超越,提供了营销传播对策。This paper summarizes the marketing activities and marketing strategy Kunlun Mountains Mineral Water, and assesses its marketing communication effects. Then this paper analyzes the contradictions and problems in the marketing activities, and gives the deeper reasons for those contradictions and problems. For its predicament of ＂high popularity but low acceptance＂, from the perspective of consumer acceptance, this paper points out that it can establish the ＂work hard for a better life＂ brand image, create a ＂young, stylish, high -end＂ brand personality, strengthen brand symbolic significance through dependent market- in~,. and strenghen consumer aecentance, thus can suroass its ＂high -end impression＂ and create a ＂high- end image＂.

关 键 词：昆仑山矿泉水 高端印象 高档形象 消费认同 

分 类 号：F713.54[经济管理—市场营销]