S. Pudrianisa, Mohammad Ali Topan
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引用次数: 0

摘要

在商业世界中,商业参与者之间的竞争正在增加,因此在引入和推广产品时需要适当的策略。目标是提供的产品不会被众多竞争对手淹没。Lunanuova的研究是尝试各种策略来建立公司形象的公司之一。因此,研究的重点是观察Studio Lunanuova的营销传播如何建立品牌知名度。所使用的理论是以营销传播(7P)和品牌意识的形式,采用定性描述方法和后实证主义范式。研究人员采用有目的的抽样技术对3名举报人进行了访谈,使他们符合问题重点的标准。这项研究得出了6种最有效的产品营销传播组合,因为它们的优势是每年都提供不同的产品,而且没有额外的成本。根据中低端市场,价格要便宜得多,而且有卡会员的特价。以产品捆绑、价格折扣、赠品等形式进行促销,与顾客建立互动关系。在流程阶段,人们相互联系,因为Lunanuova工作室对员工有SOP,特别是招待,以便根据客户的意愿开展活动。在房间的每个角落放置各种产品照片,让消费者相信Lunanuova工作室的作品是实物证据的混合。这种组合不是很有效,因为它的位置离市中心太远了。已经实施的营销传播组合使Lunanuova工作室以积极的形象更好地为客户所知。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Komunikasi Pemasaran Studio Lunanuova dalam Membangun Brand Awareness
Competition among business actors in the business world is increasing, so that appropriate strategies are needed in introducing and promoting a product. The goal is that the products offered are not drowned by the many competitors. Lunanuova's study is one of the companies trying various strategies to build an image as the face of the company. So the research focuses on seeing how Studio Lunanuova's marketing communications build brand awareness. The theory used is in the form of marketing communications (7P) and brand awareness with a qualitative descriptive method and post positivism paradigm. The researcher interviewed 3 informants using a purposive sampling technique so that they met the criteria according to the focus of the problem. The research resulted in the 6 most effective marketing communication mixes in the form of products because they have the advantage of always offering different products every year and all files without additional costs. Prices are much cheaper according to the lower middle segment and there are special prices for card members. Promotion in the form of product bundling, price discounts, and give away to establish interaction with customers. At the process stage and people are connected to each other because Studio Lunanuova has an SOP for employees, especially hospitality so that the activities carried out go according to the wishes of the customer. Placing various product photos in every corner of the room to convince consumers that Lunanuova Studio's work is a mix of physical evidence. The mix that is not very effective is in the form of place because the location is too far from the city center. The marketing communication mix that has been implemented has made Lunanuova Studio better known to customers with a positive image.
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