| 广告传播视角的品牌形象与营销关系 |
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| 引用本文： | 成毅涛,郭小何.广告传播视角的品牌形象与营销关系[J].渝西学院学报(社会科学版),2010(1). |
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| 作者姓名： | 成毅涛 郭小何 |
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| 作者单位： | 武汉大学新闻与传播学院;重庆文理学院美术学院; |
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| 摘 要： | 对于品牌的研究主要是基于营销学视角以经验方法进行,这在无形之中忽视了品牌形象研究的独特性。作为品牌内涵的重要组成部分,品牌形象的塑造对于实现营销目标具有十分重要的战略意义。品牌形象塑造是一个复杂的信息结构过程。因此从广告传播的视角去认识品牌形象与营销关系,结合中国品牌现实探讨这一问题应该成为其中之义。
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| 关 键 词： | 品牌形象 意义迁移 传播学 |
Research of the Relationship Between Brand Image and Marketing From AD Communication Perspective |
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| Authors: | CHENG Yi-tao GUO Xiao-he |
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| Institution: | 1.School of J&C;Wuhan University;Wuhan;430072 China;2.Art school;Chong Qing University of sciences and Arts;Chongqing;402160 China |
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| Abstract: | Brand Research is often made form the perspective of marketing and experience,which ighores the uniqueness of the brand image research.As the important part of the brand sciences,the building of brand image has a significant meaning for reaching the marketing goal.Brand image building is a complex information formation process,so it is necessary to recognize the relation between the brand image and marketing on the base of brand research situation in china. |
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| Keywords: | brand image significance of migration communication |
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