品牌的传播交流及关系：一个来自北欧的品牌管理的学术观点

BrandCommunication&Relationships:ANordicPerspectiveonBrandManagement品牌的传播交流及关系：一个来自北欧的品牌管理的学术观点JianMingTENG(滕剑鸣)Ph.DCandidate(博士研修生）DepartmentofMarketingandCorporateGeography（市场营销学系）HankenSwedishSchoolofEconomicsHelsinki,Finland芬兰赫尔辛基Hanken瑞典语经济管理学院Autumn2003秋季MemberofTheFinnishCenterofServiceandRelationshipManagement芬兰服务和关系管理研究中心成员Specialthanksto:Dr.KirstiLindberg-Repo（特别致谢）CERS(CenterforRelationshipMarketingandServiceManagement)[e-mail]2TheNordicPerspectivesonMarketing市场营销学的北欧学派观点FocusonServiceManagement服务管理FocusonNetworksandInteractions网络联系及相互接触FocusonRelationships相互间的关系FocusonIn-depthQualitativeResearchMethods有深度的定质的研究方法[e-mail]3TheManagerialChallengesofMarketing市场营销学在实用管理方面的挑战性Wearefacingnewmanagerialchallenges我们正面对着崭新的实用管理方面的挑战Intheneweconomy,itwon’tbeourproductsandservices,butknowingandservingourcustomersbetterthanourcompetitorsthatwilldifferentiateusandkeepourcustomersloyal在新的经济环境中，不会再是我们的产品或服务，而是比竞争对手更好地了解并服务于我们的顾客使我们脱颖而出并保持住顾客对我们的忠诚Theneedformutualcommunication必须要进行相互的传播交流[e-mail]4TheImportanceofCommunication传播交流的重要性Weneedcommunicationtodevelopastrongbrandimageinthemindsofconsumers我们需要传播交流来在顾客们的头脑中建立一个强劲的品牌形象”Whenaclearandstrongidentityislacking,abrandislikeashipwithoutarudder”(Aaker,1997)”当缺少一个明确和强劲的身份，品牌就有如轮船没有舵“[e-mail]5RelationshipCommunication关系的传播交流Relationshipcommunicationisconsideredanumbrellatermforallcommunicationactivitiesbetweentherelationalpartiesandcanincludeone-wayandtwo-wayprocessesaswellasmediamessageandword-of-mouth(Lindberg-Repo2001)关系的传播交流被认作是所有交流联系行为活动的总代词，其包括单向及双向的过程还有媒介信息和口头传播Itisasystemofrelationalpartsthatcomprisecommunicativevaluebuildingprocess这正是相关部份之间通过传播交流的价值积累过程而形成的系统[e-mail]6CommunicationLevels传播交流的几个层次TheEraofCommunication(Traditional)传统的传播交流阶段Characteristics基本特点Persuation劝说与说服One-way,outboundprocess单向，外流的过程4P’s(product,price,place,promotion)产品，价格，渠道，促销Managedbyfunctionalspecialists由功能性的专门人员来管理[e-mail]7CommunicationLevels传播交流的几个层次TheEraofContact(e.g.DirectMarketing)联络阶段（例如：直接市场营销）Characteristics基本特点Contactwiththecustomer同顾客联络Importanceofinteraction互动接触的重要性Servicesmarketing服务市场营销Managedbytheservicecompanyandcustomers由服务公司及顾客们来管理[e-mail]8CommunicationLevels传播交流的几个层次TheEraofConnectedness(PoweredbyICTs)连接性阶段（由信息及通讯技术所支持）Characteristics基本特点Fromfunctionaltosystemsperspective从功能到系统性的观念Requiresmutualparticipation要求双方的共同参予Involvesentirecompanytolisten涉及整个公司来听取Consistentintegrationofallmessages全部信息的统一化Managedbytheentirecompanyandcustomers由整个公司及顾客们来管理[e-mail]9DevelopingIntegratedBrandCommunication(Lindberg-Repo1999)发展统一化的品牌传播交流ThroughthreeModesofCommunication通过三种传播的方式PlannedCommunication(Lowlevelofinteraction)事先计划好的传播Contact(Moderatelevelofinteraction)联络Connectedness(Highlevelofinteraction)连接Thefeedbackconnectsthecustomerandthecompanyinsuchawaythathelpsthepartiesbuildfuturevalue–Brandbondandrelationbships反馈将顾客同公司连接起来并以此帮助大家共同建立未来的价值利益–品牌的依靠性及关系[e-mail]10PlannedCommunication事先计划好的传播方式Charactersitics:基本特点Lowlevelofcustomerinteractionandparticipation低层次的顾客接触和参予Createspossibilitiesforenteringarelationship为进入一个关系创造着可能性Outreach,companyseekstobeexposedtoitscustomers向外伸延，公司试图向顾客展示自己Goals:目标Influencebrandawareness影响品牌的知名度Createscustomerinterestsandhopefullypurchasingdesire建立顾客的兴趣并期望能产生购买欲望[e-mail]11Contact联络Acontinuous,interactiveprocess持续的，相互接触的过程Characteristics:基本特点Initiatedbytwo-wayinteractionprocess由双向互相接触的过程所发起Abilitytogathercustomer-specificinformation拥有收集具体顾客信息的能力Createssharedunderstanding创造相互理解Involvesvariouscommunicationtechniques涉及着多种传播交流的技术手段[e-mail]12Connectedness连接性Characteristics:基本特点Consolidatethecustomerandthecompany调整顾客和公司Developedthroughpartners’interactionprocess通过合作伙伴间的相互接触过程来发展的Outcomeofthesharedunderstandingandmeaninggeneratedbybothparties是通过互相理解由双方共同创造的意义所产生的结果Achievedthroughdialogues通过对话来实现的Branding,thetrustymarketingtoolofthe20thcenturyisbeingreplacedby21stcenturymodel:”Dialogues”betweenthemarketerandthecustomer品牌创建，这个20世纪值得信任的市场营销工具，正被21世纪的模式：营销者同顾客间的对话所取代[e-mail]13DynamicsofDialogues对话的动态性Developsinsightsintowhatthepartiescanachievetogether开发能使双方共同创造的内幕Theoutcomeisnewunderstandingandabasisfromwhichtothinkandact其结果是获得新的相互理解及以此来思考和行动的根据Learningthroughadialogue通过对话来相互了解Customer顾客Company公司[e-mail]14SourcesofCommunicationMessagesinaBrandRelationship(Grönroos2000)在品牌关系中传播交流信息的几个来源PlannedMessages事先计划好的信息Masscommunication,brochures,产品信息Design,appearance,function,quality,etc.ServiceMessages服务信息Serviceinteractions,invoicing,delivery,complaints,helpcenter,etc.UnplannedMessages非计划的信息Word-of-mouthreferrals,news&stories,Internetchatgroups,etc.Absenceofcommunication(Negativemessagecreatedbythebrandowneritself)缺乏传播交流（品牌自己所创造的否定性的信息）Noresponse,lackofinformationprovided,[e-mail]15Brand–Definition1品牌–定义（1）AMA:Aname,term,sig