【摘要】： 品牌誕生于市場(chǎng)經(jīng)濟(jì),存在于市場(chǎng)經(jīng)濟(jì),為經(jīng)濟(jì)活動(dòng)服務(wù)。因此,品牌傳播不但是一個(gè)循環(huán)往復(fù)的傳播活動(dòng),而且也是一項(xiàng)隨著供求關(guān)系而不斷變化的經(jīng)濟(jì)活動(dòng)。 抱著為更有效的品牌傳播提供新思路的目的,本文首先從品牌學(xué)、傳播學(xué)的基本理論出發(fā),對(duì)品牌的定義及傳播進(jìn)行了分析和整理。在此基礎(chǔ)上,引入了微觀經(jīng)濟(jì)學(xué)中與供求關(guān)系有關(guān)的一些理論和方法,對(duì)品牌傳播過(guò)程中的供求關(guān)系進(jìn)行了深入地研究和探討。研究界定了品牌傳播過(guò)程中的供求主體與客體,理清了品牌傳播供求主體之間的供求活動(dòng),并重點(diǎn)考察了供求主體對(duì)客體的供給與需求以及供求主體對(duì)客體的使用和消費(fèi)。研究發(fā)現(xiàn),品牌傳播不但遵循傳播規(guī)律,同時(shí)也遵循供求規(guī)律、邊際效用遞減規(guī)律等經(jīng)濟(jì)規(guī)律,這在現(xiàn)實(shí)的品牌傳播活動(dòng)中也得到了普遍的反映。最后,本文以上述研究為基礎(chǔ),從現(xiàn)實(shí)意義出發(fā)對(duì)品牌主體、品牌傳播媒介和受眾參與品牌傳播提出了相關(guān)的建議。
[Abstract]:The brand is born in the market economy, exists in the market economy, serves for the economic activity. Therefore, brand communication is not only a circulatory communication activity, but also an economic activity changing with supply and demand. With the aim of providing new ideas for more effective brand communication, this paper first analyzes and arranges the definition and dissemination of brand from the basic theory of brand studies and communication. On this basis, some theories and methods related to supply and demand in microeconomics are introduced, and the relationship between supply and demand in the process of brand communication is deeply studied and discussed. The study defines the supply and demand subject and the object in the process of brand communication, clarifies the supply and demand activities between the supply and demand subjects of brand communication, and emphatically examines the supply and demand of the supply and demand subject to the object and the use and consumption of the supply and demand subject to the object. It is found that brand communication not only follows the law of communication, but also follows the law of supply and demand, the law of diminishing marginal utility and other economic laws, which has been generally reflected in the real activities of brand communication. Finally, based on the above research, this paper puts forward some suggestions on brand subject, brand communication media and audience participation in brand communication from the point of view of practical significance.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;G206

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 何靜;峨眉山武術(shù)旅游品牌系統(tǒng)研究[D];西南交通大學(xué);2011年

2 劉宇;湖北省柑橘品牌傳播中的媒介選擇研究[D];華中農(nóng)業(yè)大學(xué);2011年

3 郭倫志;峨眉武術(shù)與旅游關(guān)聯(lián)的研究[D];西南交通大學(xué);2011年

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本文編號(hào)：2429909