本文選題：教材案例　切入點：品牌植入　出處：《同濟(jì)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 不同于傳統(tǒng)廣告商業(yè)目的的明示性,在媒介情境中進(jìn)行的品牌植入,由于品牌信息融入媒介情境之中使得傳播隱性化,品牌傳播具有很好的效果。除了影視節(jié)目,管理類教材案例也是品牌植入的載體。管理類教材的一大特點是書中有許多真實企業(yè)的案例。這些案例蘊(yùn)含企業(yè)的品牌信息,如市場地位、發(fā)展戰(zhàn)略、企業(yè)文化等。讀者在閱讀案例時接受到這些信息,企業(yè)品牌籍此得以傳播。 本文首先對品牌植入進(jìn)行文獻(xiàn)綜述;然后采用內(nèi)容分析法分析了管理類教材案例中品牌植入的特點;結(jié)合深度訪談,構(gòu)建了教材案例中品牌植入的效果模型,并提出效果與影響因素的相關(guān)性假設(shè)。模型中效果變量采用“品牌認(rèn)知”與“品牌態(tài)度”來衡量,影響因素變量采用“案例的趣味性”、“案例與教材內(nèi)容的融合度”、“案例的正面信息量”、“案例出現(xiàn)于教材案例的頻度”、“讀者對企業(yè)的已有了解程度”來度量。然后對模型及假設(shè)進(jìn)行實證研究。本文對管理類教材案例中品牌植入效果的研究,擴(kuò)充了原有品牌植入載體的研究范圍。而此研究對其它管理圖書中品牌植入的研究也具有借鑒作用。同時,本研究一方面可以讓企業(yè)認(rèn)識到這一渠道對企業(yè)的品牌傳播作用,有利于企業(yè)更好地利用這個渠道進(jìn)行品牌傳播;而另一方面,通過促使國內(nèi)企業(yè)更多的參與教材案例的編寫,有利于我國管理類教材案例的本土化與教材質(zhì)量的提升。
[Abstract]:Different from the ostensibility of the traditional advertising commercial purpose, brand implantation in the media context, because the brand information into the media context makes the communication recessive, brand communication has a very good effect. Management textbook case is also the carrier of brand implantation. One of the characteristics of management textbook is that there are many real enterprise cases in the book. These cases contain enterprise brand information, such as market position, development strategy, etc. Corporate culture and so on. Readers receive this information while reading cases, corporate brands can spread. This paper firstly reviews the literature on brand implantation; then uses content analysis method to analyze the characteristics of brand implantation in management textbook cases; combined with in-depth interviews, constructs the effect model of brand implantation in textbook cases. The effect variables in the model are measured by "brand cognition" and "brand attitude". The variables of influencing factors are "interest of case", "fusion of case and textbook content", "positive information amount of case", "case appearing in the frequency of textbook cases", "the extent to which readers know the enterprise". This paper studies the effect of brand implantation in the case of management textbooks. It expands the research scope of the original brand implant carrier, and this research can also be used for reference in other management books. At the same time, this study can make enterprises realize the role of this channel in brand communication. On the other hand, by promoting domestic enterprises to participate in the compilation of textbook cases, it is beneficial to the localization of management textbook cases and the improvement of teaching material quality.
【學(xué)位授予單位】：同濟(jì)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

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相關(guān)碩士學(xué)位論文 前2條

1 柯志華;管理類教材案例中的品牌植入效果研究[D];同濟(jì)大學(xué);2008年

2 王琳琳;淺析電影植入式廣告[D];吉林大學(xué);2007年

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本文編號：1568652