公關(guān)視角下的貝因美公司品牌形象塑造研究
發(fā)布時(shí)間：2018-10-25 13:39
【摘要】：20世紀(jì)50年代,大衛(wèi)·奧格威首次提出品牌形象概念,從此品牌形象就成為市場(chǎng)營(yíng)銷人員和品牌管理者關(guān)注的焦點(diǎn)。品牌形象被喻為企業(yè)最寶貴的無(wú)形資產(chǎn)和經(jīng)營(yíng)資源,也是企業(yè)在激烈的競(jìng)爭(zhēng)中制勝獲利的法寶,直接關(guān)系企業(yè)的品牌經(jīng)營(yíng)狀況,關(guān)系企業(yè)生產(chǎn)的產(chǎn)品或服務(wù)是否會(huì)為消費(fèi)者所接受,也關(guān)系著企業(yè)的成敗。因此,企業(yè)品牌形象塑造具有十分重要的戰(zhàn)略意義。 營(yíng)銷大師阿爾·里斯斷言,廣告是品牌維護(hù),公關(guān)是品牌塑造,公關(guān)是真正將品牌鋪向人們心中之路的藝術(shù)。公共關(guān)系對(duì)于品牌形象塑造的意義在于：在新產(chǎn)品上市或新市場(chǎng)開拓時(shí),宣傳和推廣品牌,以提高品牌知名度；在品牌已有定知名度時(shí),拉近與消費(fèi)者的距離,以提高品牌的親和力和美譽(yù)度；在品牌發(fā)展過(guò)程中出現(xiàn)危機(jī)情況時(shí),及時(shí)處理,以維護(hù)企業(yè)聲譽(yù)和品牌形象。公關(guān)對(duì)品牌形象的塑造方面,很大程度上決勝于公共關(guān)系的投入、專業(yè)化和藝術(shù)性。本文以我國(guó)嬰童行業(yè)的領(lǐng)先品牌貝因美公司為研究主體,通過(guò)對(duì)貝因美公司“育嬰專家”品牌形象的塑造現(xiàn)狀及問題的分析,從公共關(guān)系的角度論述企業(yè)如何利用公共關(guān)系塑造品牌形象,最后提出公關(guān)視角下的品牌形象塑造策略。希望本課題的研究會(huì)對(duì)我國(guó)企業(yè)公關(guān)實(shí)踐及品牌形象的塑造有所借鑒。
[Abstract]:In the 1950s, David Ogilvy put forward the concept of brand image for the first time. Since then, brand image has become the focus of attention of marketers and brand managers. Brand image is regarded as the most precious intangible assets and management resources of enterprises, and it is also the magic weapon for enterprises to win profits in the fierce competition, which is directly related to the brand management status of enterprises. Whether the products or services produced by the enterprise will be accepted by consumers is also related to the success or failure of the enterprise. Therefore, the enterprise brand image molding has very important strategic significance. Marketing master Al Reese asserts that advertising is brand maintenance, public relations is brand building, and PR is the art of spreading brand to people's hearts. The significance of public relations in shaping brand image lies in the promotion and promotion of brand names when new products are on the market or when new markets are being developed, and the distance between public relations and consumers when brand awareness has been determined. In order to improve brand affinity and reputation, in the process of brand development crisis, timely handling, in order to maintain corporate reputation and brand image. Public relations to brand image shaping, to a large extent than the investment in public relations, specialization and artistry. This paper takes the leading brand of baby children industry in China as the main body of study, through the analysis of the current situation and problems of the brand image of "babysitter" in Beimei Company. From the perspective of public relations, this paper discusses how enterprises use public relations to create brand image, and finally puts forward the brand image shaping strategy from the perspective of public relations. I hope the research of this topic will be used for reference in the practice of public relations and brand image in our country.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F426.8
本文編號(hào)：2293856
[Abstract]:In the 1950s, David Ogilvy put forward the concept of brand image for the first time. Since then, brand image has become the focus of attention of marketers and brand managers. Brand image is regarded as the most precious intangible assets and management resources of enterprises, and it is also the magic weapon for enterprises to win profits in the fierce competition, which is directly related to the brand management status of enterprises. Whether the products or services produced by the enterprise will be accepted by consumers is also related to the success or failure of the enterprise. Therefore, the enterprise brand image molding has very important strategic significance. Marketing master Al Reese asserts that advertising is brand maintenance, public relations is brand building, and PR is the art of spreading brand to people's hearts. The significance of public relations in shaping brand image lies in the promotion and promotion of brand names when new products are on the market or when new markets are being developed, and the distance between public relations and consumers when brand awareness has been determined. In order to improve brand affinity and reputation, in the process of brand development crisis, timely handling, in order to maintain corporate reputation and brand image. Public relations to brand image shaping, to a large extent than the investment in public relations, specialization and artistry. This paper takes the leading brand of baby children industry in China as the main body of study, through the analysis of the current situation and problems of the brand image of "babysitter" in Beimei Company. From the perspective of public relations, this paper discusses how enterprises use public relations to create brand image, and finally puts forward the brand image shaping strategy from the perspective of public relations. I hope the research of this topic will be used for reference in the practice of public relations and brand image in our country.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F273.2;F426.8
【引證文獻(xiàn)】
相關(guān)期刊論文 前2條
1 朱自強(qiáng);;紅十字信譽(yù)危機(jī)分析與公關(guān)對(duì)策[J];才智;2015年16期
2 丁亞鴿;富永年;;公關(guān)視角下的品牌形象塑造——以貝因美為例[J];中外企業(yè)家;2012年07期
相關(guān)碩士學(xué)位論文 前3條
1 鐘健文;廣州BBL嬰童用品公司營(yíng)銷戰(zhàn)略研究[D];湖南農(nóng)業(yè)大學(xué);2015年
2 王晨;1號(hào)店微博營(yíng)銷的公共關(guān)系策略研究[D];西南大學(xué);2013年
3 陳帆;寧波三生日用品有限公司公共關(guān)系管理研究[D];南昌大學(xué);2012年
，本文編號(hào)：2293856
本文鏈接：http://www.wukwdryxk.cn/wenyilunwen/guanggaoshejilunwen/2293856.html
最近更新
教材專著
