本文選題：品牌認知 + 網(wǎng)絡傳播�。� 參考：《上海交通大學》2009年碩士論文

【摘要】： 品牌認知是品牌資產(chǎn)的重要組成部分,它是衡量受眾對品牌內(nèi)涵及價值的認識和理解度的標準。網(wǎng)絡條件下,受眾品牌認知的方式多樣,信源充分,獲得的品牌信息豐富而全面,并且受眾能夠參與和影響品牌信息傳播的過程和結(jié)果。過去對于受眾品牌認知的研究其立足點主要是強調(diào)品牌傳播,因為品牌信息傳播的主動權(quán)主要掌握在企業(yè)手中。而在網(wǎng)絡條件下,企業(yè)的品牌傳播再完美,如果企業(yè)忽視網(wǎng)絡信息特點、受眾特征以及諸多因為網(wǎng)絡而激發(fā)的要素之間的關系,那么受眾的品牌認知就不能與企業(yè)所期望的結(jié)果相一致。 本文基于網(wǎng)絡分析了受眾品牌認知的背景條件,以440名符合受訪條件的網(wǎng)友的調(diào)查統(tǒng)計結(jié)果展現(xiàn)了受眾在了解網(wǎng)絡口碑,閱讀/視聽網(wǎng)絡新聞報道、網(wǎng)絡廣告三種主要方式作用下品牌認知表現(xiàn),并對比了在三種主要方式中信源、信息的正反性、信息呈現(xiàn)方式、品牌知名度、受眾原有認知、人際傳播等因素對受眾品牌認知的影響,由此深層剖析了基于網(wǎng)絡的受眾品牌認知的特點、動機、信息取信傾向、認知階段以及人際因素、個人因素對受眾品牌認知的影響力。本文的創(chuàng)新之處在于,采取定性和實證分析相結(jié)合的方式,基于網(wǎng)絡對在各種不同影響因素介入下受眾品牌認知進行了比較和分析。
[Abstract]:Brand cognition is an important part of brand equity, and it is the standard of audience's understanding and understanding of brand connotation and value. Under the network condition, the audience has various ways of brand cognition, sufficient information sources, rich and comprehensive brand information, and the audience can participate and influence the process and result of brand information dissemination. In the past, the research on the brand cognition of the audience was based on the emphasis on brand communication, because the initiative of brand information communication was mainly in the hands of enterprises. But under the network condition, the brand communication of the enterprise is perfect again, if the enterprise neglects the network information characteristic, the audience characteristic as well as the many essential factors which the network stimulates, Then the audience's brand recognition can not be consistent with the expected results. This paper analyzes the background conditions of the audience's brand cognition based on the network, and shows the audience's understanding of the online word-of-mouth, reading / audiovisual online news reports with the results of the survey and statistics of 440 netizens who meet the requirements of the interview. Under the action of three main ways of network advertisement, brand cognition performance is compared, and the information source, information positive and negative, information presentation mode, brand popularity, audience's original cognition are compared. The influence of interpersonal communication and other factors on the brand cognition of the audience is analyzed deeply, which is based on the characteristics, motivation, information crediting tendency, cognitive stage, interpersonal factors and the influence of individual factors on the brand cognition of the audience. The innovation of this paper lies in the comparison and analysis of the audience's brand cognition under the influence of various factors based on the combination of qualitative and empirical analysis.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F49

【引證文獻】

相關碩士學位論文 前6條

1 田穎;商業(yè)展示中互動性設計研究[D];南昌大學;2011年

2 蔡秋綿;基于SNS虛擬社區(qū)的互動對消費者品牌認知的影響研究[D];南京理工大學;2012年

3 劉珂呈;濕地公園品牌認知、品牌形象與游客游后行為意向的關系研究[D];浙江大學;2012年

4 李倩倩;網(wǎng)絡口碑對高校學生品牌態(tài)度的影響因素研究[D];華南理工大學;2010年

5 桂妍;基于實名制SNS平臺的服裝品牌營銷研究[D];東華大學;2012年

6 陳美麗;負面網(wǎng)絡口碑對消費者產(chǎn)品態(tài)度的影響研究[D];華中科技大學;2011年

，

本文編號：1929725