基于意义管理的品牌传播-传播学专业论文.docxVIP

中国科学技术大学硕士学位论文Abstract 中国科学技术大学硕士学位论文 Abstract This paper believes that any brand is a system of meanings，and brand meaning management is to assign the brand with adequate and vivid meaning，and to create an engaging and sustainable brand asset in the process of communication．For the company to bring more added values beyond the brand，to remain invincible in a competitive，product·saturated marketplace，it has but to shape brand meaning and use it strategically． Brand meaning management is composed of brand identity,brand image and brand communication，that is，the company builds up brand identity,and brand image is consequently created by the audience，while brand communication is the bridge between the two．In the process ofmeaning management，assigning meaning to brand has two sides．On the one hand，the communicator(compallIy)assigns the meaning to brand，on the other hand，the audiences(consumers)interpret the meaning ofbrand． Brand communication based on meaning management should have five essentials，which are the communicator ofbrand communication，the content ofbrand communication，the media of brand communication，the audience of brand communication and the e＆ct of brand communication．In the interaction of the five essentials lie four important parts of brand communication process，namely,the complexity of communication environment，the communicating of brand meaning，the receiving ofbrand meaning and the feedback ofbrand meaning． Brand communication strategy based on meaning management could be further categorized into three levels，that is，audience—oriented strategy,continuity strategy, and integration strategy．And these strategies will help implement meaning management plan and create and sustain a strong and significant brand． Keyword：brand meaning；meaning management；brand communication；audience 2 中国科学技术大学硕士学位论文l绪论 中国科学技术大学硕士学位论文 l绪论 1．1研究意义及现状 l-1．1研究意义 品牌也许是“商品社会中最强有力的思想”1，d,N企业、大到国家都只能 通过自己的品牌步入市场和占领市场，从而确立其在市场竞争和世界经济中的地 位。品牌在市场经济中已起到不可估量的作用。 大部分企业对品牌重要性的理解已经达成共识，