發(fā)布時(shí)間：2018-05-24 16:11

  本文選題：品牌認(rèn)知 + 網(wǎng)絡(luò)傳播��； 參考：《上海交通大學(xué)》2009年碩士論文

【摘要】： 品牌認(rèn)知是品牌資產(chǎn)的重要組成部分,它是衡量受眾對(duì)品牌內(nèi)涵及價(jià)值的認(rèn)識(shí)和理解度的標(biāo)準(zhǔn)。網(wǎng)絡(luò)條件下,受眾品牌認(rèn)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(guò)程和結(jié)果。過(guò)去對(duì)于受眾品牌認(rèn)知的研究其立足點(diǎn)主要是強(qiáng)調(diào)品牌傳播,因?yàn)槠放菩畔鞑サ闹鲃?dòng)權(quán)主要掌握在企業(yè)手中。而在網(wǎng)絡(luò)條件下,企業(yè)的品牌傳播再完美,如果企業(yè)忽視網(wǎng)絡(luò)信息特點(diǎn)、受眾特征以及諸多因?yàn)榫W(wǎng)絡(luò)而激發(fā)的要素之間的關(guān)系,那么受眾的品牌認(rèn)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(luò)分析了受眾品牌認(rèn)知的背景條件,以440名符合受訪(fǎng)條件的網(wǎng)友的調(diào)查統(tǒng)計(jì)結(jié)果展現(xiàn)了受眾在了解網(wǎng)絡(luò)口碑,閱讀/視聽(tīng)網(wǎng)絡(luò)新聞報(bào)道、網(wǎng)絡(luò)廣告三種主要方式作用下品牌認(rèn)知表現(xiàn),并對(duì)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(rèn)知、人際傳播等因素對(duì)受眾品牌認(rèn)知的影響,由此深層剖析了基于網(wǎng)絡(luò)的受眾品牌認(rèn)知的特點(diǎn)、動(dòng)機(jī)、信息取信傾向、認(rèn)知階段以及人際因素、個(gè)人因素對(duì)受眾品牌認(rèn)知的影響力。本文的創(chuàng)新之處在于,采取定性和實(shí)證分析相結(jié)合的方式,基于網(wǎng)絡(luò)對(duì)在各種不同影響因素介入下受眾品牌認(rèn)知進(jìn)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(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2;F49

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前6條

1 田穎;商業(yè)展示中互動(dòng)性設(shè)計(jì)研究[D];南昌大學(xué);2011年

2 蔡秋綿;基于SNS虛擬社區(qū)的互動(dòng)對(duì)消費(fèi)者品牌認(rèn)知的影響研究[D];南京理工大學(xué);2012年

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

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

5 桂妍;基于實(shí)名制SNS平臺(tái)的服裝品牌營(yíng)銷(xiāo)研究[D];東華大學(xué);2012年

6 陳美麗;負(fù)面網(wǎng)絡(luò)口碑對(duì)消費(fèi)者產(chǎn)品態(tài)度的影響研究[D];華中科技大學(xué);2011年

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本文編號(hào)：1929725