本文關(guān)鍵詞：論營銷公關(guān)視角下奢侈品品牌的形象塑造　出處：《武漢理工大學》2008年碩士論文　論文類型：學位論文

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【摘要】： 目前,奢侈品行業(yè)市場競爭日趨激烈,隨著傳播渠道和信息的增多,極易稀釋和淡化消費者對品牌信息的注意力。為使消費者準確了解奢侈品品牌的特性與功能,現(xiàn)在國際不少企業(yè)開始使用“營銷公關(guān)”的概念和策略,認真分析市場,對奢侈品品牌進行準確定位,設(shè)計一系列旨在深入消費者心智的公共關(guān)系宣傳活動,以將奢侈品品牌信息更明確、更有效地訴求至消費者的腦中。 營銷大師阿爾·里斯斷言,廣告是品牌維護,公關(guān)是品牌塑造,公關(guān)是真正將品牌鋪向人們心中之路。奢侈品企業(yè)可以借助公益事業(yè)、賽事傳播、公關(guān)活動、時尚概念、頂級技術(shù)、贊助活動、服務(wù)體驗、事件營銷、文化展覽、品牌旗艦店等營銷公關(guān)表現(xiàn)手法來塑造奢侈品品牌形象,賦予品牌以鮮明的個性形象。 本文主要是以奢侈品品牌文化作為奢侈品品牌戰(zhàn)略的切入點,從高端理解品牌,從文化的宏觀視角塑造品牌,以營銷公關(guān)作為核心對奢侈品品牌形象的塑造進行研究。在研究國內(nèi)外關(guān)于營銷公關(guān)和奢侈品品牌相關(guān)理論的基礎(chǔ)上,結(jié)合奢侈品品牌的特殊性,從營銷公關(guān)的視角研究奢侈品品牌形象塑造的問題,對奢侈品品牌的發(fā)展現(xiàn)狀及營銷公關(guān)策略提出自己的若干見解。 本文通過對營銷公關(guān)理論以及奢侈品品牌理論等相關(guān)理論研究,建立有效的營銷公關(guān)模型,突出新時代新競爭條件下營銷公關(guān)在奢侈品品牌塑造上的獨特功能,并充分結(jié)合目前國外最新公關(guān)理論的研究,用理論與實踐結(jié)合的方法來提出奢侈品品牌塑造的營銷公關(guān)策略。同時,利用整合營銷傳播手段,深入研究營銷公關(guān)如何發(fā)揮其效用來塑造奢侈品品牌形象。筆者希望通過對該問題的深入研究,可以為奢侈品品牌提供相應(yīng)的品牌發(fā)展建議,為奢侈品品牌的塑造提供一些可行的思路與方法,同時也給處在這個時代轉(zhuǎn)型期尋求奢侈品品牌建設(shè)的奢侈品企業(yè)提供一個新的視角和策略。
[Abstract]:At present, the market competition of luxury goods industry is becoming increasingly fierce, with the increase of communication channels and information. It is easy to dilute and desalinate consumers' attention to brand information. In order to make consumers understand the characteristics and functions of luxury brand accurately, many international enterprises begin to use the concept and strategy of "marketing public relations". Carefully analyze the market, positioning luxury brands accurately, and design a series of public relations publicity activities aimed at deepening consumers' minds, in order to make the information of luxury brands clearer. A more effective appeal to the consumer's mind. Marketing guru Al Reese asserts that advertising is brand maintenance, PR is brand building, PR is the way to really put the brand in people's minds, luxury goods companies can use public welfare, sports events, public relations activities. Fashion concept, top technology, sponsorship activities, service experience, event marketing, cultural exhibition, brand flagship store and other marketing PR techniques to shape the luxury brand image, give the brand with a distinct personality image. This article mainly takes the luxury brand culture as the entry point of luxury brand strategy, from the high-end understanding brand, from the culture macroscopic angle of view molds the brand. On the basis of studying the theories of marketing public relations and luxury brand at home and abroad, combining the particularity of luxury brand. From the perspective of marketing public relations, this paper studies the problem of creating the image of luxury brand, and puts forward some opinions on the development of luxury brand and marketing public relations strategy. In this paper, through the marketing public relations theory and luxury brand theory and other related theoretical research, establish an effective marketing public relations model. Highlight the unique function of marketing public relations in the luxury brand shaping under the new era and new competition conditions, and fully combine the current research of the latest foreign public relations theory. Using the method of combining theory and practice to put forward the marketing public relations strategy of luxury brand molding, at the same time, using the means of integrated marketing communication. Deeply study how marketing public relations play its role to shape the image of luxury brand. I hope that through the in-depth study of this issue, we can provide the corresponding brand development suggestions for luxury brands. At the same time, it also provides a new perspective and strategy for the luxury enterprises seeking the construction of luxury brands in the period of transition.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F273.2

【引證文獻】

相關(guān)期刊論文 前1條

1 王保魯;姜蕾;;奢侈品品牌管理相關(guān)研究分析[J];山東紡織經(jīng)濟;2011年09期

相關(guān)碩士學位論文 前5條

1 丁亞鴿;公關(guān)視角下的貝因美公司品牌形象塑造研究[D];蘭州大學;2011年

2 陳妍穎;從符號價值角度解讀中國奢侈品品牌塑造[D];南京師范大學;2011年

3 昌毅;奢侈品品牌傳播策略研究[D];浙江工業(yè)大學;2012年

4 劉曉娜;基于營銷道德的企業(yè)公共關(guān)系模式研究[D];西南石油大學;2012年

5 黎思;瑪莎拉蒂品牌云南市場營銷策略研究[D];云南大學;2012年

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本文編號：1439811