發(fā)布時(shí)間：2018-01-15 18:01

  本文關(guān)鍵詞：公共關(guān)系與品牌塑造　出處：《華中科技大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 公關(guān)關(guān)系 品牌塑造 品牌渦場(chǎng) 傳播管理 傳播策略

【摘要】： 品牌時(shí)代的到來,為整個(gè)社會(huì)帶來了巨大的變革,從生產(chǎn)到生活、從意識(shí)到行為、從區(qū)域到全球。通常來說,人們認(rèn)為廣告是塑造品牌的最有力工具,但事實(shí)上,在廣告日益失效的今天,品牌的塑造越來越多地依靠公共關(guān)系。 本文總結(jié)了品牌發(fā)展的三個(gè)主要?dú)v史階段,指出品牌時(shí)代已經(jīng)來臨。然后從品牌時(shí)代所帶給全社會(huì)的轉(zhuǎn)變開始,首先對(duì)品牌的內(nèi)涵、品牌資產(chǎn)的構(gòu)成要素進(jìn)行了簡(jiǎn)單的梳理,同時(shí)還提出了品牌研究的合理視角。接著,本文提出了品牌塑造的三個(gè)維度,即品牌設(shè)計(jì)、品牌傳播和品牌管理,創(chuàng)造性地用“品牌渦場(chǎng)”模型將三者有機(jī)地結(jié)合在一起,用品牌渦場(chǎng)的特性來說明品牌塑造的過程中所應(yīng)當(dāng)注意的問題。論文第四部分論述了公共關(guān)系塑造品牌的四維空間,其中包括品牌戰(zhàn)略維度、品牌文化維度、品牌忠誠(chéng)維度、關(guān)系資本維度,這四個(gè)維度共同構(gòu)成了一塔狀結(jié)構(gòu),彼此相互影響、息息相關(guān),其中品牌戰(zhàn)略處于該塔狀結(jié)構(gòu)的最高位,統(tǒng)領(lǐng)著其它三個(gè)維度。論文最后一部分則從實(shí)踐應(yīng)用的角度,歸納了公共關(guān)系塑造品牌的四個(gè)基本原則,總結(jié)了公關(guān)關(guān)系塑造品牌的幾個(gè)傳播策略,如政治公關(guān)、熱點(diǎn)公關(guān)、文化公關(guān)等等。
[Abstract]:The arrival of the brand era has brought great changes to the whole society, from production to life, from awareness to behavior, from the region to the world. Generally speaking, people think that advertising is the most powerful tool to shape the brand. But in fact, in the advertising increasingly ineffective today, brand shaping more and more rely on public relations. This paper summarizes the three main historical stages of brand development, points out that the brand era has come, and then from the brand era to the whole society changes, first of all, the connotation of the brand. The constituent elements of brand equity are simply combed, and the reasonable perspective of brand research is also put forward. Then, this paper puts forward three dimensions of brand building, namely brand design, brand communication and brand management. Creatively use the "brand vortex field" model to combine the three together organically. Using the characteristics of brand vortex field to explain the problems that should be paid attention to in the process of brand building. Part 4th discusses the four-dimensional space of public relations brand building, including brand strategy dimension, brand culture dimension. Brand loyalty dimension, relational capital dimension, these four dimensions together constitute a tower structure, each other, closely related to each other, in which brand strategy is in the highest position of the tower structure. The last part of the paper from the perspective of practical application, summed up the four basic principles of public relations brand building, summed up a number of public relations brand communication strategies. Such as political public relations, hot public relations, cultural public relations and so on.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 令狐克睿;沙普菊;;品牌危機(jī)公關(guān)中電視形象廣告研究——以強(qiáng)生嬰兒電視形象廣告為例[J];貴州民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2011年06期

相關(guān)碩士學(xué)位論文 前3條

1 童亮;廣東電網(wǎng)公司公關(guān)從業(yè)人員情緒勞動(dòng)與工作倦怠的關(guān)系研究[D];暨南大學(xué);2010年

2 王輝;品牌生態(tài)系統(tǒng)協(xié)調(diào)機(jī)制研究[D];山東大學(xué);2010年

3 張晰;品牌傳播的受眾類型與消費(fèi)心理分析[D];華中科技大學(xué);2012年

，

本文編號(hào)：1429429