本文選題：企業(yè)家個(gè)人品牌 + 營(yíng)銷傳播策略��； 參考：《遼寧大學(xué)》2009年碩士論文

【摘要】： 企業(yè)家個(gè)人品牌營(yíng)銷傳播就是在塑造企業(yè)家個(gè)人品牌的基礎(chǔ)上,建立企業(yè)家與企業(yè)、品牌一對(duì)一的聯(lián)想,深化并優(yōu)化公眾對(duì)企業(yè)品牌、產(chǎn)品品牌的認(rèn)知,將企業(yè)家個(gè)人形象傳播出去,與企業(yè)品牌形象、產(chǎn)品品牌形象形成合力,獲取公眾認(rèn)同與理解。從組織傳播的視角看,企業(yè)家個(gè)人品牌的塑造和營(yíng)銷不只是個(gè)人自我滿足的需要,而具有特殊的角色和任務(wù),他們?cè)诳缃M織傳播中充當(dāng)了跨界限溝通者的角色,對(duì)內(nèi)促進(jìn)企業(yè)文化的建設(shè),是組織內(nèi)部的黏合劑,對(duì)外代表并保護(hù)企業(yè)組織,是跨組織傳播的黏合劑。企業(yè)家擁有的個(gè)人品牌是一種注意力資源,具有難以估量的社會(huì)價(jià)值和精神價(jià)值。 本文緒論部分主要闡述個(gè)人品牌研究背景及研究意義,第一章圍繞個(gè)人品牌的定義、類型、個(gè)性和定位等基本理論,重點(diǎn)對(duì)企業(yè)家個(gè)人品牌價(jià)值及營(yíng)銷進(jìn)行探討,嘗試用比較研究的方法探析企業(yè)家個(gè)人品牌、企業(yè)品牌和產(chǎn)品品牌三者的關(guān)系,進(jìn)而分析出企業(yè)家進(jìn)行個(gè)人品牌營(yíng)銷傳播對(duì)企業(yè)組織、人力資源和組織績(jī)效的重要意義。第二章主要運(yùn)用文本分析的方法,對(duì)目前國(guó)內(nèi)外企業(yè)家個(gè)人品牌營(yíng)銷運(yùn)作的成功案例進(jìn)行內(nèi)容分析,從中歸納總結(jié)企業(yè)家個(gè)人品牌元素的構(gòu)成,重點(diǎn)研究企業(yè)家個(gè)人品牌的構(gòu)建策略和營(yíng)銷策略。第三章從組織傳播視角下的企業(yè)家角色和任務(wù)的分析入手,最后落腳在企業(yè)家個(gè)人品牌主要營(yíng)銷對(duì)象、營(yíng)銷目標(biāo)上。第四章主要針對(duì)企業(yè)家個(gè)人品牌危機(jī)應(yīng)對(duì)原則及策略進(jìn)行研究探討。 本文主要將品牌學(xué)、傳播學(xué)、管理學(xué)、營(yíng)銷學(xué)、心理學(xué)等相關(guān)理論作為理論依據(jù),參閱相關(guān)著作,借鑒《哈佛商業(yè)評(píng)論》《中國(guó)企業(yè)家》等中外雜志、學(xué)術(shù)期刊網(wǎng)以企業(yè)家、個(gè)人品牌為關(guān)鍵詞搜索到的相關(guān)文章。在既有研究成果基礎(chǔ)上,本文從傳播學(xué)的視角歸納梳理了個(gè)人品牌營(yíng)銷的相關(guān)理論研究,并對(duì)產(chǎn)品品牌、企業(yè)品牌和企業(yè)家個(gè)人品牌的關(guān)系進(jìn)行了新的辨析和定位。在企業(yè)家個(gè)人品牌營(yíng)銷渠道和營(yíng)銷策略的分析中,將戲劇分類理論引入,為企業(yè)家在不同媒體中多重角色的定位及策略有了更直觀、更形象的體現(xiàn)。另外,從組織傳播的角度為企業(yè)家在組織中的角色進(jìn)行重新定位,提出企業(yè)家是跨界限溝通者最高層次的代表,為企業(yè)家進(jìn)行個(gè)人品牌營(yíng)銷傳播提供角色任務(wù)等理論依據(jù)。
[Abstract]:The marketing communication of individual brand of entrepreneur is to establish the association between entrepreneur and enterprise, brand on one, deepen and optimize the public's cognition of enterprise brand and product brand on the basis of shaping entrepreneur's individual brand.The personal image of the entrepreneur is spread out, and the corporate brand image and the product brand image form a joint force to gain public recognition and understanding.From the perspective of organizational communication, the shaping and marketing of entrepreneurs' personal brand is not only personal self-satisfied needs, but also has a special role and task. They act as the transborder communicators in cross-organizational communication.Promoting the construction of corporate culture internally, is the adhesive within the organization, represents and protects the enterprise organization, and is the adhesive that spreads across organizations.The personal brand owned by entrepreneur is a kind of attention resource with incalculable social value and spiritual value.The first chapter focuses on the definition, type, personality and positioning of personal brand, focusing on the value and marketing of individual brand.This paper tries to explore the relationship among entrepreneur's personal brand, enterprise brand and product brand by means of comparative study, and then analyzes the significance of entrepreneur's personal brand marketing communication to enterprise organization, human resources and organizational performance.The second chapter mainly uses the text analysis method, carries on the content analysis to the present domestic and foreign entrepreneur individual brand marketing operation successful case, from which summarizes the entrepreneur individual brand element constitution.Focus on the entrepreneur individual brand construction strategy and marketing strategy.The third chapter starts with the analysis of the role and task of entrepreneur from the perspective of organizational communication, and finally focuses on the main marketing object and marketing target of the entrepreneur's personal brand.Chapter four focuses on the principles and strategies of coping with the crisis of entrepreneur's personal brand.This paper mainly takes the theories of brand, communication, management, marketing, psychology and so on as the theoretical basis, referring to relevant works, drawing lessons from Chinese and foreign magazines, such as Harvard Business Review, Chinese entrepreneurs, and academic journals.Personal brand search for keyword related articles.On the basis of the existing research results, this paper summarizes the relevant theoretical research of personal brand marketing from the perspective of communication, and analyzes the relationship among product brand, enterprise brand and entrepreneur's individual brand.In the analysis of the marketing channel and marketing strategy of individual brand, the theory of drama classification is introduced, which provides a more intuitive and visual embodiment for the orientation and strategy of entrepreneur's multiple roles in different media.In addition, the role of entrepreneurs in the organization is reoriented from the perspective of organizational communication, and it is pointed out that entrepreneurs are the highest level representatives of cross-border limited communicators, and provide theoretical basis for entrepreneurs to carry out personal brand marketing communication.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 范邐;企業(yè)家個(gè)人品牌傳播對(duì)企業(yè)的影響及控制研究[D];中南大學(xué);2011年

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本文編號(hào)：1762728