品牌敘事理論研究：品牌故事的建構和傳播
發(fā)布時間：2018-08-01 11:27
【摘要】：如今,講故事(storytelling)已經(jīng)成為營銷領域關注的新興話題之一,一些學者和企業(yè)都發(fā)現(xiàn)故事確實是塑造品牌的有效手段,但企業(yè)如何通過敘事來塑造品牌這一問題卻仍然缺乏系統(tǒng)性研究。本文綜合整理敘事理論、故事管理和塑造品牌等三方面的研究文獻,基于對敘事理論成熟研究成果的歸納和提煉,系統(tǒng)建構了“講故事塑品牌”的理論框架,通過對可口可樂等品牌敘事實踐的多案例研究,系統(tǒng)地分析和研究了企業(yè)如何“講故事塑品牌”的問題,對基于理論推導出來的“講故事塑品牌”理論框架進行了驗證、豐富和修訂,最終得出了“品牌敘事理論框架”,它包括2大層面、6個維度的17項內(nèi)容。該框架表明企業(yè)如果要成功的通過品牌敘事來達成塑造品牌的目的,必須從兩方面努力：(1)為品牌創(chuàng)造一個主題積極,題材恰當,角色合適,情節(jié)突出,且內(nèi)容包含真實、承諾、共識和情感四大要素的品牌故事；(2)圍繞“一個核心”的品牌主張,簡單有力又意味深長,結(jié)合品牌所處發(fā)展階段來整合多種多樣的途徑、方式和渠道傳播品牌故事。 本文共有緒論、理論發(fā)展和案例研究和結(jié)論四大部分共計六章。其中,緒論為第一章,主要闡述本文的背景、選題意義、研究目的及其問題。理論發(fā)展部分包括第二、三章,在對品牌與敘事等現(xiàn)有文獻進行梳理和分析的基礎上,提出了本文的視角和理論框架。第四章和第五章是第三部分,即案例研究部分,詳細地介紹了案例研究的方法和分析結(jié)果。第四部分為第六章,總結(jié)了全文的研究結(jié)論及其理論意義和實踐意義,并進一步指出了本文的局限和未來研究方向。 各章具體概要如下： 第一章為導論。導論部分首先闡述了論文的研究背景和選題意義。品牌敘事已經(jīng)成為營銷學界的新熱點,國內(nèi)外許多企業(yè)都開始積極探索如何通過講故事來塑品牌的品牌實踐。事實也證明,眾多經(jīng)久不衰的傳奇品牌都是品牌敘事的高手。敘事理論和故事管理學派的大量研究成果也均表明了敘事是塑造品牌的有效手段之一,但對“如何通過講故事來塑品牌這一問題”卻缺乏系統(tǒng)和整合的研究,中國企業(yè)在品牌敘事的整合戰(zhàn)略和具體戰(zhàn)術方面尚缺經(jīng)驗。在此基礎上本文明確提出了研究的目的、方法以及研究框架,即綜合整理敘事理論、故事管理和塑造品牌等三方面的研究文獻,系統(tǒng)建構“講故事塑品牌”的理論框架,然后通過多案例研究進行驗證和完善。 第二章是文獻綜述。本章回顧了與本文相關的重要概念的國內(nèi)外文獻。主要有敘事、故事、品牌塑造和品牌敘事等概念的整理和總結(jié),還有敘事與溝通、敘事與營銷、講故事與塑品牌之間關系的梳理和分析。 第三章是理論建構。在文獻綜述的基礎上,本章提出了“講故事塑品牌”的框架,認為品牌敘事理論框架應該由構建品牌故事和傳播品牌故事兩大部分構成,其中品牌故事構建部分下又包含故事主題、品牌內(nèi)容兩大構面內(nèi)容,品牌故事傳播部分下又包含一致性、差異性、簡潔性和整合性四大構面內(nèi)容。 第四章為研究方法。該章介紹了研究采用的為多案例分析方法及采用該方法的理由,還確定了案例研究時需要具體分析的17個問題,并對案例資料的樣本選擇過程及結(jié)果、資料收集情況及結(jié)果、案例分析數(shù)據(jù)方法均進行了闡釋。 第五章為案例分析。該章基于對所有數(shù)據(jù)的編碼框架,將可口可樂、海爾、李寧、奔馳、茅臺、黃鶴樓1916、路易·威登、同仁堂、星巴克和達芙妮這10戈案例品牌的品牌敘事策略與消費者感受對接起來進行詳細分析,發(fā)現(xiàn)了各品牌通過故事來塑造、傳播品牌的豐富策略內(nèi)容和成功效果,并圍繞表8中的兩大問題6大維度下的17個具體問題對這些案例進行討論,歸納了相應的研究結(jié)論并陳述了有價值的發(fā)現(xiàn)。 第六章是結(jié)論與討論。在前述理論建構與案例分析的基礎上,本章總結(jié)得出了“品牌敘事理論框架”。該框架是本文最為重要的理論貢獻,也是構建系統(tǒng)性企業(yè)品牌敘事理論的嘗試,對于此領域理論以后的發(fā)展有一定的借鑒意義。本文的理論貢獻還表現(xiàn)在豐富了品牌故事建構的研究和品牌傳播的研究。本文為企業(yè)經(jīng)營管理實踐也提供了啟示：首先,揭示了品牌敘事是企業(yè)塑造品牌的有效途徑；其次,本文總結(jié)出了企業(yè)在進行品牌敘事實踐策略的九大成功要素。 總之,本文對敘事理論、故事管理和品牌塑造三大領域的相關理論和文獻進行了梳理,采用規(guī)范性案例研究方法,以可口可樂、海爾等中外知名品牌為案例研究對象,系統(tǒng)性地構建了企業(yè)如何講故事塑品牌的“品牌敘事理論框架”。
[Abstract]:Nowadays, storytelling has become one of the new topics of attention in the field of marketing. Some scholars and enterprises have found that stories are the effective means to create brand, but the problem of how to shape brand through narrative is still lack of systematic research. This article collate narrative theory, story management and brand building. In the three aspects of the research literature, based on the induction and refinement of the mature research results of the narrative theory, the theoretical framework of "story telling brand" is systematically constructed. Through the multi case study of Coca-Cola and other brand narrative practices, the problem of how to "tell story brand brand" is systematically analyzed and studied, and the theory is derived from the theory. The theoretical framework of "story telling brand" is verified, enriched and revised, and finally comes out the "brand narrative theory framework", which includes 2 major levels and 6 dimensions of 17 contents. The framework shows that if the enterprise is to succeed in the brand narrative to achieve the purpose of shaping the brand, it must be made from two aspects: (1) to create a brand for the brand. A theme is positive, the subject is appropriate, the role is appropriate, the plot is prominent, and the content contains the brand story of four elements of real, commitment, consensus and emotion; (2) the brand proposition surrounding "one core" is simple and powerful and meaningful, combining the development stage of the brand to integrate a variety of ways, ways and channels to disseminate the brand story.
This article has a total of four parts, including the introduction, the theoretical development and the case study and the conclusion of the six chapters. The introduction is the first chapter, which mainly expounds the background, the significance of the topic, the purpose and the problems. The theoretical development part includes second, third chapters. On the basis of combing and analyzing the existing literature of brand and narration, this paper puts forward the article The fourth chapter and the fifth chapter are the third part, the case study part, which detailedly introduces the methods and results of case study. The fourth part is the sixth chapter, and summarizes the conclusions and theoretical significance and practical significance of the full text, and further points out the limitations of this paper and the future research direction.
The detailed summaries of the chapters are as follows:
The first chapter is the introduction. The introduction first expounds the research background and the significance of the topic. Brand narrative has become a new hot spot in the marketing field. Many enterprises both at home and abroad are beginning to explore how to build brand brand practice through storytelling. A large number of research achievements of narrative theory and story management school also show that narrative is one of the effective means to create brand, but it lacks systematic and integrated research on "how to create a brand through storytelling". Chinese enterprises are still short of experience in the integration strategy and specific tactics of brand narrative. The aim, method and framework of the study are put forward, namely, the research literature of three aspects, including narrative theory, story management and brand building. The theoretical framework of "story telling brand" is systematically constructed and then verified and perfected through multiple case studies.
The second chapter is a literature review. This chapter reviews the domestic and foreign literature of the important concepts related to this article. It mainly includes the arrangement and summary of the concepts such as narrative, story, branding and brand narrative, and narration and communication, narration and marketing, and the combing and analysis of the relationship between story telling and brand brand.
The third chapter is the theoretical construction. On the basis of the literature review, this chapter puts forward the framework of "story telling brand". It holds that the brand narrative theory framework should be composed of two parts of the brand story and the spread brand story, in which the brand story consists of the story theme, the brand content, the brand story, the brand story, and the brand story. The communication part also includes four aspects: consistency, difference, conciseness and integration.
The fourth chapter is the research method. This chapter introduces the multi case analysis method and the reason for the use of the method. It also defines 17 problems that need to be analyzed in the case study, and explains the sample selection process and results, the data collection and results, and the analysis data methods of case cases.
The fifth chapter is a case analysis. Based on the coding framework of all data, this chapter analyzes the brand narrative strategies of Coca-Cola, Haier, Lining, Mercedes, Moutai, Yellow Crane Tower 1916, LV, Tongren hall, Starbucks and Daphne, the brand narrative strategy of the 10 Ge brand and consumers' feelings, and finds that each brand is built through the story. In order to disseminate the rich strategy content and the success effect of the brand, this paper discusses the 17 specific issues under the 6 dimensions of the two major issues in Table 8, summarizes the corresponding research conclusions and states the valuable findings.
The sixth chapter is the conclusion and discussion. On the basis of the previous theoretical construction and case analysis, this chapter summarizes the "brand narrative theory framework". This framework is the most important theoretical contribution of this article, and is also an attempt to build a systematic enterprise brand narrative theory. This paper has a certain reference for the development of the theory in this field. The theoretical contribution also enriches the research of brand story construction and the research of brand communication. This paper also provides inspiration for enterprise management practice. First, it reveals that brand narrative is an effective way for enterprise to shape brand. Secondly, this paper summarizes nine successful elements of the enterprise's brand narrative practice strategy.
In a word, this paper combs the theory and literature of the three fields of narrative theory, story management and brand shaping, and uses the normative case study method, taking Coca-Cola, Haier and other well-known brands as the case study, and systematically constructs the "brand narrative theory framework" of how to tell the story and plastic brand of the enterprise.
【學位授予單位】：武漢大學
【學位級別】：博士
【學位授予年份】：2011
【分類號】：F273.2
本文編號：2157432
[Abstract]:Nowadays, storytelling has become one of the new topics of attention in the field of marketing. Some scholars and enterprises have found that stories are the effective means to create brand, but the problem of how to shape brand through narrative is still lack of systematic research. This article collate narrative theory, story management and brand building. In the three aspects of the research literature, based on the induction and refinement of the mature research results of the narrative theory, the theoretical framework of "story telling brand" is systematically constructed. Through the multi case study of Coca-Cola and other brand narrative practices, the problem of how to "tell story brand brand" is systematically analyzed and studied, and the theory is derived from the theory. The theoretical framework of "story telling brand" is verified, enriched and revised, and finally comes out the "brand narrative theory framework", which includes 2 major levels and 6 dimensions of 17 contents. The framework shows that if the enterprise is to succeed in the brand narrative to achieve the purpose of shaping the brand, it must be made from two aspects: (1) to create a brand for the brand. A theme is positive, the subject is appropriate, the role is appropriate, the plot is prominent, and the content contains the brand story of four elements of real, commitment, consensus and emotion; (2) the brand proposition surrounding "one core" is simple and powerful and meaningful, combining the development stage of the brand to integrate a variety of ways, ways and channels to disseminate the brand story.
This article has a total of four parts, including the introduction, the theoretical development and the case study and the conclusion of the six chapters. The introduction is the first chapter, which mainly expounds the background, the significance of the topic, the purpose and the problems. The theoretical development part includes second, third chapters. On the basis of combing and analyzing the existing literature of brand and narration, this paper puts forward the article The fourth chapter and the fifth chapter are the third part, the case study part, which detailedly introduces the methods and results of case study. The fourth part is the sixth chapter, and summarizes the conclusions and theoretical significance and practical significance of the full text, and further points out the limitations of this paper and the future research direction.
The detailed summaries of the chapters are as follows:
The first chapter is the introduction. The introduction first expounds the research background and the significance of the topic. Brand narrative has become a new hot spot in the marketing field. Many enterprises both at home and abroad are beginning to explore how to build brand brand practice through storytelling. A large number of research achievements of narrative theory and story management school also show that narrative is one of the effective means to create brand, but it lacks systematic and integrated research on "how to create a brand through storytelling". Chinese enterprises are still short of experience in the integration strategy and specific tactics of brand narrative. The aim, method and framework of the study are put forward, namely, the research literature of three aspects, including narrative theory, story management and brand building. The theoretical framework of "story telling brand" is systematically constructed and then verified and perfected through multiple case studies.
The second chapter is a literature review. This chapter reviews the domestic and foreign literature of the important concepts related to this article. It mainly includes the arrangement and summary of the concepts such as narrative, story, branding and brand narrative, and narration and communication, narration and marketing, and the combing and analysis of the relationship between story telling and brand brand.
The third chapter is the theoretical construction. On the basis of the literature review, this chapter puts forward the framework of "story telling brand". It holds that the brand narrative theory framework should be composed of two parts of the brand story and the spread brand story, in which the brand story consists of the story theme, the brand content, the brand story, the brand story, and the brand story. The communication part also includes four aspects: consistency, difference, conciseness and integration.
The fourth chapter is the research method. This chapter introduces the multi case analysis method and the reason for the use of the method. It also defines 17 problems that need to be analyzed in the case study, and explains the sample selection process and results, the data collection and results, and the analysis data methods of case cases.
The fifth chapter is a case analysis. Based on the coding framework of all data, this chapter analyzes the brand narrative strategies of Coca-Cola, Haier, Lining, Mercedes, Moutai, Yellow Crane Tower 1916, LV, Tongren hall, Starbucks and Daphne, the brand narrative strategy of the 10 Ge brand and consumers' feelings, and finds that each brand is built through the story. In order to disseminate the rich strategy content and the success effect of the brand, this paper discusses the 17 specific issues under the 6 dimensions of the two major issues in Table 8, summarizes the corresponding research conclusions and states the valuable findings.
The sixth chapter is the conclusion and discussion. On the basis of the previous theoretical construction and case analysis, this chapter summarizes the "brand narrative theory framework". This framework is the most important theoretical contribution of this article, and is also an attempt to build a systematic enterprise brand narrative theory. This paper has a certain reference for the development of the theory in this field. The theoretical contribution also enriches the research of brand story construction and the research of brand communication. This paper also provides inspiration for enterprise management practice. First, it reveals that brand narrative is an effective way for enterprise to shape brand. Secondly, this paper summarizes nine successful elements of the enterprise's brand narrative practice strategy.
In a word, this paper combs the theory and literature of the three fields of narrative theory, story management and brand shaping, and uses the normative case study method, taking Coca-Cola, Haier and other well-known brands as the case study, and systematically constructs the "brand narrative theory framework" of how to tell the story and plastic brand of the enterprise.
【學位授予單位】：武漢大學
【學位級別】：博士
【學位授予年份】：2011
【分類號】：F273.2
【引證文獻】
相關碩士學位論文 前1條
1 付春龍;企業(yè)創(chuàng)業(yè)導向與顧客承諾的關系研究[D];浙江大學;2013年
，本文編號：2157432
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