JIANGSU OCEAN UNIVERSITY本科毕业实习与论文海澜之家品牌推广策略研究Research on the Brand Promotion Strategyof Heilan Home学商学院专业班级：市场营销学G营销171学生姓名：学号：指导教师：(副教授)(副教授)2021年06月毕业实习与设计（论文）中文摘要海澜之家品牌推广策略研究摘要：进入21世纪，网络购物和互联网信息技术的迅速发展，许多企业把互联网作为品牌推广的主要场所，提高品牌知名度。本文通过分析海澜之家品牌推广的基本现状，提出海澜之家在品牌推广中存在以下几个主要问题：没有及时发现消费者心理需求的变化、广告推广的媒体选择单一、品牌定位不清晰、品牌推广内容缺乏吸引力、没能发挥推广平台的优势等。针对这些问题，提出重新调查消费者需求、增加新媒体推广方式、确立清晰的品牌定位、创新品牌推广内容、整合海澜之家推广平台等对策建议，期望能改进海澜之家品牌推广工作，更有效地提升其品牌竞争力。关键词：海澜之家：品牌：品牌推广：品牌传播：品牌定位毕业实习与设计（论文）外文摘要Research on the Brand Promotion Strategy of Heilan HomeAbstract:In the 21st century,with the rapid development of online shopping andInternet information technology,a lot of businesses take the Internet as the main placefor brand promotion to improve brand awareness.In this article the basic status ofHeilan Home brand promotion is analyzed,and the following major problems inHeilan Home brand promotion is pointed out:failure to detect changes in consumerpsychological needs in time,single media selection for advertising and unclear brandpositioning,the brand promotion content lacks attractiveness,fails to take advantageof the promotion platform,etc.In response to these problems,the countermeasuresand suggestions are put forward,such as re-investigating consumer needs,increasingnew media promotion methods,establishing a clear brand positioning,innovatingbrand promotion content,and integrating Heilan home promotion platform,so as toimprove the Heilan Home brand promotion work,Improve its brand competitivenessmore effectively.Keywords:Heilan Home;Brand;Brand Promotion;Brand Communication;BrandPositioning