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  本文關鍵詞：公共關系與品牌塑造　出處：《華中科技大學》2006年碩士論文　論文類型：學位論文

  更多相關文章： 公關關系 品牌塑造 品牌渦場 傳播管理 傳播策略

【摘要】： 品牌時代的到來,為整個社會帶來了巨大的變革,從生產到生活、從意識到行為、從區(qū)域到全球。通常來說,人們認為廣告是塑造品牌的最有力工具,但事實上,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系。 本文總結了品牌發(fā)展的三個主要歷史階段,指出品牌時代已經來臨。然后從品牌時代所帶給全社會的轉變開始,首先對品牌的內涵、品牌資產的構成要素進行了簡單的梳理,同時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維度,即品牌設計、品牌傳播和品牌管理,創(chuàng)造性地用“品牌渦場”模型將三者有機地結合在一起,用品牌渦場的特性來說明品牌塑造的過程中所應當注意的問題。論文第四部分論述了公共關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、品牌忠誠維度、關系資本維度,這四個維度共同構成了一塔狀結構,彼此相互影響、息息相關,其中品牌戰(zhàn)略處于該塔狀結構的最高位,統領著其它三個維度。論文最后一部分則從實踐應用的角度,歸納了公共關系塑造品牌的四個基本原則,總結了公關關系塑造品牌的幾個傳播策略,如政治公關、熱點公關、文化公關等等。
[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.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F273.2

【引證文獻】

相關期刊論文 前1條

1 令狐克睿;沙普菊;;品牌危機公關中電視形象廣告研究——以強生嬰兒電視形象廣告為例[J];貴州民族學院學報(哲學社會科學版);2011年06期

相關碩士學位論文 前3條

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

2 王輝;品牌生態(tài)系統協調機制研究[D];山東大學;2010年

3 張晰;品牌傳播的受眾類型與消費心理分析[D];華中科技大學;2012年

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本文編號：1429429