本文關(guān)鍵詞： 商品品牌 命名 功能 視角　出處：《華中師范大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌名稱作為商業(yè)活動(dòng)中很重要的一個(gè)部分,應(yīng)該具有其獨(dú)特性與可欣賞性。商業(yè)活動(dòng)中的品牌命名戰(zhàn)略一直影響著廠家和企業(yè)的經(jīng)營效益。通常來說,人們在第一眼看到產(chǎn)品時(shí),所接觸的即為產(chǎn)品的商標(biāo)或名稱,因此,一個(gè)合適的品牌名稱對于企業(yè)而言,對于其銷售是一種增長效益的手段和方法,這樣不僅可以增加其產(chǎn)品的市場份額,也能樹立較好的知名企業(yè)形象;而對于消費(fèi)者個(gè)人而言,好的產(chǎn)品名稱會(huì)給人以美好的印象、優(yōu)雅的審美愉悅,進(jìn)而產(chǎn)生強(qiáng)烈的購買欲望。因而,對于品牌命名的研究工作是一項(xiàng)時(shí)下非常需要的工作,也是很緊迫很重要的一種形勢所趨。然而,據(jù)筆者考察,目前,對于品牌命名的研究和考察在現(xiàn)階段還處于非常有限的局面,僅僅是單獨(dú)從一個(gè)層面,如營銷學(xué)等角度去研究,在研究的成果里還留有一些空白之處。事實(shí)上,品牌命名是涉及到營銷學(xué)、語言學(xué)、文化學(xué)、心理學(xué)等多方面學(xué)科的一門綜合學(xué)科。本文的作者試圖從這多個(gè)角度來分析和研究商品品牌命名研究,希望能另辟蹊徑的得出一些相對全面而綜合的結(jié)論,進(jìn)而為指導(dǎo)企業(yè)進(jìn)行品牌命名提供一點(diǎn)啟示和幫助。本文首先就分析與闡述了品牌的定義,其中包括對定義的幾種歷史說法與類別的回顧。第二部分先是以美國為例,對作為新興產(chǎn)業(yè)的品牌命名進(jìn)行了大致情況的一些調(diào)查和分析。第三部分分析了中國品牌命名的一些語言學(xué)特點(diǎn),分析了中國服裝品牌命名的一些特點(diǎn),指出了諸如抄襲雷同、自我標(biāo)榜、缺乏美感等問題和弊端。第四部分分別從語言學(xué)、認(rèn)知心理、社會(huì)文化以及消費(fèi)心理等多個(gè)視角探討了品牌命名的方法、原則及相關(guān)策略。以期能給予企業(yè)一些科學(xué)支持和指導(dǎo)。
[Abstract]:Brand name as a very important part of business activities should be unique and appreciable. Brand naming strategy in commercial activities has always affected the business efficiency of manufacturers and enterprises. Generally speaking. When people see the product at first sight, they come into contact with the trademark or name of the product. Therefore, a suitable brand name is a means and method of increasing profit for the enterprise. This can not only increase the market share of its products, but also set up a better image of well-known enterprises; For individual consumers, a good product name will give people a good impression, elegant aesthetic pleasure, and then produce a strong desire to buy. The research on brand naming is a very needed work at present, and it is also an urgent and important trend. However, according to the author's investigation, at present. The research and investigation of brand naming is still in a very limited situation at this stage, only from a single level, such as marketing to study, there are still some gaps in the research results. In fact. Brand naming is a comprehensive subject involving marketing, linguistics, culturology, psychology and so on. The author of this paper attempts to analyze and study the naming of commodity brands from these perspectives. Hope to find a new way to draw some relatively comprehensive and comprehensive conclusions, and then provide some enlightenment and help for guiding enterprises to name the brand. Firstly, this paper analyzes and expounds the definition of brand. This includes a review of several historical definitions and categories. The second part takes the United States as an example. The third part analyzes some linguistic characteristics of Chinese brand naming and some characteristics of Chinese clothing brand naming. The author points out the problems and disadvantages such as plagiarism, self-promotion, lack of aesthetic feeling and so on. Part 4th discusses the method of brand naming from the perspectives of linguistics, cognitive psychology, social culture and consumer psychology respectively. Principles and related strategies. Hope to give some scientific support and guidance to enterprises.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉紅;;中國童裝商標(biāo)的語言學(xué)分析[J];現(xiàn)代語文(語言研究版);2011年12期

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本文編號：1482002