学位论文原创性声明
本人所提交的学位论文《融媒体环境下K保温杯品牌传播策略研究》，是在导师的
指导下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论
文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡
献的个人和集体，均已在文中标明。
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论文作者（签名）：
2022年5月10日
指导教师确认（签名）：
2022年5月10日
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论文作者（签名）：
指导教师确认（签名）：
2022年5月10日
2022年5月10日

摘要
随着互联网科技的迅猛发展，当前品牌传播呈现出明显的媒体融合趋势。融媒体环
境下传播方式和传播工具多元化、传播受众主动化、传播内容个性化等趋势，为品牌传
播和推广带来了机遇和挑战。K保温杯源自美国，2011年进入中国市场后曾一度风靡国
内商超卖场，但近年来经历了市场衰弱、被收购梳理等多个阶段，消费者认知度和品牌
力下滑较为严重，在品牌传播方面存在诸多问题。本文希望结合融媒体发展趋势和特点，
研究 K保温杯品牌传播策略，通过重塑品牌形象、整合品牌传播体系，提升品牌传播效
率，促进品牌发展。
本文通过案例研究、问卷调查等形式，对 K保温杯品牌传播现状进行了分析，结合
国内外研究文献，运用融媒体发展、品牌重定位、品牌传播学、整合营销传播等理论对
K保温杯品牌传播存在的主要问题进行研究，并提出了品牌传播优化策略。本文分为六
个部分：第一部分根据选题内容，结合相关文献介绍了研究背景、研究目的和意义，综
述了国内外理论研究成果，阐明了所运用的研究方法和创新点。第二部分简述了融媒体
发展、品牌重定位、品牌传播等可能应用到了相关理论。第三部分分析了行业技术发展、
消费升级以及市场竞争格局等保温杯发展所面临的机遇，并结合融媒体发展对当前保温
杯品牌传播渠道多元化、受众精准化等发展趋势做了阐述。第四部分主要介绍了 K保温
杯品牌发展历程以及在品牌定位、传播渠道、传播内容等方面的现状，并结合相关理论
及案例分析法，总结了当前 K保温杯品牌传播过程中存在的问题。在第五部分，结合理
论与实际，提出了融媒体环境下 K保温杯优化品牌内涵策略，建议了整合专业化品牌传
播团队、输出优质传播内容、全网布局和聚焦抖音等媒体渠道、激励传播受众和增进体
验式营销等具体改进措施。最后，针对本次研究做了全面的总结，对研究的不足之处也
进行了分析。希望通过本文对融媒体环境下 K保温杯品牌传播策略的研究，在改善 K
保温杯品牌形象、提升品牌传播度的同时，能为保温杯行业其他品牌的传播改进提供决
策依据。
关键词：融媒体；保温杯；品牌传播；目标受众
I

Abstract
With the rapid development of Internet technology, the current brand communication
shows an obvious trend of media convergence. The trend of diversified communication
methods and communication tools, proactive communication audience and personalized
communication content in the media environment has brought opportunities and challenges
for brand communication and promotion. K thermos cup, originating in the United States,
once became popular in domestic supermarkets after it entered the Chinese market in 2011.
However, in recent years, it has gone through several stages, such as market weakness and
acquisition, and consumer awareness and brand power have declined seriously, and there are
many problems in brand communication. This thesis hopes to study the brand communication
strategy of K thermos cup based on the development trend and characteristics of rong media,
so as to improve the efficiency of brand communication and promote brand development by
reconstructing brand image and integrating brand communication system.
In this thesis, through case studies, questionnaire investigation and other forms, analyzed
about the present situation of K keep-warm glass brand communication, combined with the
research literature at home and abroad, using the media development, brand positioning,
brand communication, integrated marketing communications theory on K which enable to
study the main problems of brand communication, and puts forward the optimization strategy
brand communication. This thesis is divided into six parts: The first part introduces the
research background, research purpose and significance, summarizes the theoretical research
results at home and abroad, and illustrates the research methods and innovations used
according to the content of the topic and relevant literature. The second part briefly describes
the development of financial media, brand repositioning, brand communication and other
possible applications to the relevant theories. The third part analyzes the opportunities faced
by the development of thermos cup, such as industry technology development, consumption
upgrading and market competition pattern, and expounds the development trend of the
diversification of brand communication channels and precision audience of thermos cup
combined with the development of financial media. The fourth part mainly introduces the
development process of K thermos cup brand and the status quo of brand positioning,
communication channels and communication content. Combined with relevant theories and
case analysis, the problems existing in the current process of K thermos cup brand
communication are summarized. In the fifth part, combining theory and practice, the strategy
II
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