基于品牌传播理论的制造企业品牌传播研究

Research on Brand Communication of Manufacturing Enterprises Based on Brand Communication Theory

该文基于制造企业品牌传播中存在的问题,对品牌传播理论进行了梳理和分析,通过实地调查和文献梳理的方法,收集了大量制造企业品牌传播的相关资料,发现许多制造企业存在着品牌战略顶层设计不系统、不科学等问题,这些问题可能导致企业品牌在市场中难以建立差异化优势,从而影响其市场核心竞争力。针对以上问题,结合理论启示提出了加强品牌顶层设计、确保品牌战略科学有力等具体措施。这些措施可以帮助企业确立明确的品牌战略,增强品牌在市场中的竞争力,从而实现长期的可持续发展。此外,该研究对品牌传播理论的梳理和分析,为进一步探讨制造企业品牌传播提供了价值参考。

Based on the problems existing in the brand communication of manufacturing enterprises,this paper sorts out and analyzes the theory of brand communication.These problems may make it difficult for corporate brands to establish differentiation advantages in the market,thus affecting their core market competitiveness.In view of the above problems,this paper finally puts forward specific measures to strengthen the top-level brand design and ensure the scientific and powerful brand strategy based on the theoretical enlightenment.These measures can help enterprises establish a clear brand strategy and enhance the competitiveness of the brand in the market,so as to achieve long-term sustainable development.In addition,the combing and analysis of the brand communication theory in this study also provides a value reference for further discussing the brand communication of manufacturing enterprises.