本文選題：品牌重現(xiàn) + 有效心理　； 參考：《南京師范大學(xué)》2008年碩士論文

【摘要】： 品牌是企業(yè)的無形資產(chǎn)。進(jìn)入二十一世紀(jì),對企業(yè)而言,品牌的含義已經(jīng)突破原有狹義的標(biāo)記概念,逐步成為企業(yè)形象的抽象代表。各個企業(yè)的廣告策略也因此由以前的單一宣傳產(chǎn)品品質(zhì),過渡到企業(yè)優(yōu)勢品牌的宣傳,企業(yè)的廣告策略已經(jīng)逐步完成了從產(chǎn)品宣傳層面向品牌宣傳層面的跨越。面對不斷變換的市場環(huán)境和不斷涌現(xiàn)的競爭對手,如何整合有限的市場資源,達(dá)到樹立起有效的品牌優(yōu)勢的目標(biāo)對于每個企業(yè)來說都至關(guān)重要。 長期以來,較多的品牌研究方法多是著眼于企業(yè)的品牌傳播策略及手段等。企業(yè)如何才能使消費者或潛在客戶記住自己的品牌,如何才能在品牌宣傳大戰(zhàn)中脫穎而出呢?其實,品牌并不是僅僅屬于企業(yè)的,同時也屬于公眾。在看待品牌的視角方面,本文采用了一個全新的視角,即用公眾的研究來看品牌,用公眾的大腦來思考品牌,用公眾的標(biāo)準(zhǔn)來判斷品牌等,跨越了傳統(tǒng)“品牌重現(xiàn)”的企業(yè)視角,將“品牌重現(xiàn)”分解為包含品牌廣告投放的有效頻率和品牌在目標(biāo)受眾意識中的回顧或聯(lián)想兩個層次,并突破以往在使用認(rèn)知心理學(xué)理論分析廣告學(xué)問題時淺嘗輒止的態(tài)度,深入認(rèn)知心理學(xué)核心,結(jié)合品牌傳播的特點,力圖探索出企業(yè)品牌在消費者心中最有效的重現(xiàn)方法,實現(xiàn)傳播效果和投資回報率的最大化。 本文以同質(zhì)產(chǎn)品并使用同樣廣告投放數(shù)量的假設(shè)為基礎(chǔ),應(yīng)用了很多認(rèn)知心理學(xué)領(lǐng)域的理論和模型,借鑒認(rèn)知心理學(xué)已有的,同時又可以用以解釋品牌傳播現(xiàn)象的成果,得出的關(guān)于品牌有效重現(xiàn)的若干結(jié)論也是從認(rèn)知心理學(xué)角度加以論證的。對人類實現(xiàn)對某一事物從認(rèn)知到記憶的全過程進(jìn)行研究,從而為企業(yè)提供有效品牌宣傳策略。 通過深入研究,關(guān)于“品牌的有效心理重現(xiàn)”問題,本文提出以下三條建議: 1、品牌傳播效果的確是在第一次出現(xiàn)的時候達(dá)到記憶的最大值,但是受干擾理論的影響,品牌遺忘時刻都在發(fā)生。在近因效應(yīng)還不能完全取代首因效應(yīng)的情況下,更穩(wěn)妥的辦法是堅持品牌首尾重現(xiàn)和中間重現(xiàn)的結(jié)合。 2、品牌重現(xiàn)內(nèi)容應(yīng)是能夠幫助消費者進(jìn)行精細(xì)加工的內(nèi)容,而不是簡單的、機械的保持性重現(xiàn),深耕深鑿爭取品牌重現(xiàn)內(nèi)容的常換常新。 3、品牌重現(xiàn)的頻率應(yīng)從時間概念轉(zhuǎn)向空間概念,兼顧深度和廣度,爭取實現(xiàn)目標(biāo)消費者媒介接觸的跟蹤式覆蓋。
[Abstract]:Brand is the intangible asset of an enterprise. In the 21 century, for enterprises, the meaning of brand has broken through the original narrow sense of the concept of marking, gradually become the abstract representative of corporate image. As a result, the advertising strategy of each enterprise has been transformed from the single product quality to the brand promotion, and the advertising strategy has gradually completed the leapfrog from the product promotion level to the brand promotion level. In the face of constantly changing market environment and emerging competitors, how to integrate the limited market resources and achieve the goal of establishing effective brand advantage is very important for every enterprise. For a long time, more brand research methods are focused on brand communication strategies and means. How can an enterprise make consumers or potential customers remember their brand, and how can they stand out in the brand publicity war? In fact, the brand is not only belong to the enterprise, but also belong to the public. In the perspective of the brand, this paper adopts a new perspective, that is, using public research to look at the brand, using the public brain to think about the brand, using the public standards to judge the brand, and so on. Transcending the traditional corporate perspective of "brand reproduction", "brand reproduction" is divided into two levels, which include the effective frequency of brand advertising and the reflection or association of brand in the consciousness of the target audience. And break through the previous attitude of using cognitive psychology theory to analyze advertising problems, go deep into the core of cognitive psychology, combine the characteristics of brand communication, and try to explore the most effective way to reproduce enterprise brand in consumers' minds. Maximize communication and return on investment. Based on the hypothesis of homogeneous products and the same amount of advertisements, this paper applies many theories and models in cognitive psychology, and draws lessons from the existing cognitive psychology, and at the same time, it can be used to explain the phenomenon of brand communication. Some conclusions about effective brand reproduction are also demonstrated from the perspective of cognitive psychology. The whole process of realizing a certain thing from cognition to memory is studied in order to provide effective brand propaganda strategy for enterprises. Through in-depth research, this paper puts forward the following three suggestions on the issue of "effective psychological reappearance of brand": 1. The effect of brand communication does reach the maximum of memory at the first time, but under the influence of interference theory, the moment of brand forgetting occurs. When the near-cause effect cannot completely replace the first-cause effect, it is safer to stick to the combination of brand reappearance and intermediate reproduction. 2, brand reproduction content should be able to help consumers to fine processing content, rather than a simple, mechanical retention of reproduction, deep ploughing for brand reproduction content often change new. Thirdly, the frequency of brand recurrence should be changed from the concept of time to the concept of space, taking into account the depth and breadth of the target consumer media contact tracking coverage.
【學(xué)位授予單位】：南京師范大學(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1條

1 劉慧磊;品牌的有效心理重現(xiàn)[D];南京師范大學(xué);2008年

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本文編號：1840082