【摘要】：信息植入是使受眾接收和理解產(chǎn)品所要傳達(dá)的信息,并形成記憶。本文在闡述信息傳播影響因素的基礎(chǔ)上,從社會學(xué)、心理學(xué)、傳播學(xué)以及消費(fèi)者行為學(xué)等相關(guān)理論視角,分析了信息植入傳播產(chǎn)生作用的機(jī)制。研究表明,當(dāng)產(chǎn)品已經(jīng)有一定的知名度和認(rèn)知度,植入傳達(dá)的信息與戰(zhàn)略的其他環(huán)節(jié)一致,并且傳播目的與信息植入有明顯效果的領(lǐng)域重合時(shí),企業(yè)可以考慮運(yùn)用信息植入傳播策略。研究結(jié)論可以幫助企業(yè)解決在品牌傳播中可能會產(chǎn)生的目標(biāo)不明、效果評估指標(biāo)不完備而導(dǎo)致的傳播失效、資源浪費(fèi)等現(xiàn)實(shí)問題。文章最后提出品牌價(jià)值必須根植于產(chǎn)品價(jià)值之中等建議。
[Abstract]:Information implantation is to enable the audience to receive and understand the product to convey information, and form a memory. Based on the analysis of the influencing factors of information dissemination, this paper analyzes the mechanism of information implantation communication from the perspective of sociology, psychology, communication and consumer behavior. Studies have shown that when the product already has a certain degree of visibility and recognition, the message conveyed by the product is consistent with other aspects of the strategy, and the purpose of communication coincides with the area in which the information is implanted with obvious results. Enterprises can consider the use of information placement communication strategy. The research conclusion can help enterprises solve the problems of communication failure and waste of resources which may arise in the process of brand communication, such as unclear objectives, incomplete evaluation indexes and so on. Finally, the article puts forward the suggestion that brand value must be rooted in product value.
【作者單位】： 浙江農(nóng)林大學(xué)管理學(xué)院;浙江農(nóng)林大學(xué)暨陽學(xué)院;
【基金】：浙江省自然科學(xué)基金項(xiàng)目“可辯解型產(chǎn)品傷害危機(jī)應(yīng)對策略及對品牌資產(chǎn)的影響機(jī)制研究”(項(xiàng)目編號:LQ14G020018)
【分類號】：F273.2
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本文編號：2119417