公共关系与品牌塑造

华中科技大学硕士学位论文公共关系与品牌塑造姓名：孙利昌申请学位级别：硕士专业：传播学指导教师：陈先红20060508I;;;;IIAbstractWiththecomingofBrandTimes,fromtheproductiontothelife,fromtheconsciousnesstothebehavior,fromtheregiontotheworld,greatchangeshavetakenplace.Ingeneral,Advertisingwasdeemedasthestrongesttooltoconstructthebrand.Butinfact,withthegradualinvalidationofAdvertising,theconstructionofbrandhasbeguntorelyonPublicRelationsmoreandmore.Inthispaper,theauthorsummarizesthethreemainphasesofbranddevelopment.ThenfromthechangesthatBrandTimeshasbroughttothewholesociety,theauthormakesabriefpectinationtothemeaningsofbrandandtheelementsofbrandassets,andthenbringsforthareasonablebrandresearchviewpoint.Baseonthesestudies,aninnovativeBrandVortexwhichincludesthreedimensions(BrandDesign,BrandCommunication&BrandManagement)wascreatedtovividlyopenouttherelationsofdifferentdimensionsandnarratetheissuesthatshouldbepayattentiontoduringtheprocessofbrandconstruction.Thefourthpartofthispaperdiscussesthe4-dimensionspace,whichincludesbrandstrategydimension,brandculturedimension,brandloyaltydimensionandrelationcapitaldimension,ofbrandconstructionbyPR.Thefourinter-influencingdimensionsmakeupofapagodastructure,andthebrandstrategydimensioncommandstheotherthreedimensionsinthetopofthepagoda.ThelastpartofthispaperconcludesthefouressentialfundamentalsandgivesomecommunicationstrategiesbyPR,suchaspoliticalPR,hotspotPR,culturePR,etc.KeyWords:PublicRelationsPR;BrandConstruction;BrandVortex;CommunicationManagement;CommunicationStrategy111.170801978808090221WTO2008211.2“”“”[1]1100[1]..=23946.3[1]·[2]”2001434050[3]·30[1]..20029112.[2]..[3]..20031093.4200”[1]100CEO[2]OEM“”[3]·“‘’[4]Anythingispossible()20301.3[1].[2].CEO.[3]..[4].=203.5[1][1]2006424910.690[1]1986199519992530[2]··1.4[1]..2005.[2]..20052.71.5822.12.1.1•PhilipKotler[1]……[2][3][1]...200343.[2]..2002.2.[3]..192.92.1.22.1.3·……102.1.4Trademark[1][2][1].,,2002.1[2]...2003.122.112.299AlexanderL.Biel[1]•Aaker[2]·BrandAwarenessPerceivedBrandQualityBrandAssociationBrandLoyalty[1]..5.[2][]...3.124[1]ISO9001:2000QSCCC[2]21•[1][]....87.[2]..1998=1998%C4%EA%B0%E6&zlanmu=%B9%E3%B8%E6%D7%A8%D6%F8%D3%EB%D1%A7%CA%F5%C2%DB%CE%C4%D1%A1%B5%C7&index=29.2-11320802.32.3.11.CISCorporateIdentitySystem50“”MIMindIdentityVIVisualIdentityBIBehaviorIdentityMIVIBI142060•1.2.3.4.Grey1.2.3.4.2.3602.2152004673.9613.7IBM537.9444.1335[1][2]360360360360[1]..=22852&type=103.[2]..[1]2.3.2[1].[1]DennyGriswold[2][3][1]ResF.Harlow.BuildingaPublicRelationsDefinition.PublicRelationsReview2no.4(Winter1976):36.[2]...2002.4[3]..2005.18(JamesE.Grunig)(1984)[1]2-21.2.[1]...1998271.2-21933.1LOGOLOGO2003Legendlenovo203.2BrandVortexBrandVortex3.2.1213.2.231Z3-1223.2.31.3-1XY200411172.3-1ZZ3233.Z1.(FMCG,FastMovingConsumerGoods)2.Z24XYZ3.33.3.13-2h1h2h3AEBHAFCIAFCIAGDJ3-2251.2.3.3.23.3.3262744.14.1.1[1][2]4.1.2[1][].7.2000.7.[2][]....2004.1.284.1.3AMA[1]4.1.4[1]..[1]4.24-14.2.1[1][]....2004.274.4-130(LemonMarket)””2005111120083120054224922200310200574.2.2•[1][1].21.2005929.32[1]·[1]...2005221.332001124.2.3,20043420058A+1947(Sherif)(Cantril),[1]4.2.418[1]..1997111.35[1][2][3][4][1][1]..200412.[2]..200412.[3]JamesColeman..20045....20001.[4]MichaelE.Porter.36[2][3][4][5][6][7][8][9][10][11].20045.[1]MarkGranovetter.NQ..2002.3840.[2]DavidKrachhard..20045.[3]MarkGranovetter..20045.[4]R.H.Coase..20045.[5]..20045.[6]RonaldBurtStructuralHoles/.NQ..2002.4243.[7]..20051078.[8]..20051078.[9]..20051078.[10]ABBCAC..20051078.[11]..20051078.3721199812385[1]8020[2]5.1AlRiesTheFallofAdvertising&TheRiseofPR[3][1]..=25&ID=7374.[2]..2005112.[3][]....2004.4.39[1][2]2003[3]5.1.1[1].1.[2]...2004.121.[3]...2005621.402001567132008662008[1]5.1.2[2]20034700[3]2003599[4][1].[2]..2005.170.[3].[4].9.[1]5.1.4[1]..[1]5.25.2.1[1].[1]19981261039812[2]2003440“”402000200520041994[1]..[2]..20031050.441996200411200412[1]HighcontextCulture“”[2]“98”5.2.2[1]..