大众甲壳虫和宝马迷你的品牌传播比较研究

华中科技大学硕士学位论文大众甲壳虫和宝马迷你的品牌传播比较研究姓名：徐蕾申请学位级别：硕士专业：传播学指导教师：陈先红20080606IJ.AakerIIAbstractWithdevelopmentofChinaautomobileindustryandimprovementofpeople’slivingstandard,automobileshavealreadymoreandmoreenteredpeople’slife.Especiallywithprogressandmaturationofsalooncarmarket,thecompetitionamongautomobileenterpriseswillbemoreandmoreintense.Internationalmarketcircumstanceandrigorousrealityofdomesticmarketcompelmanyautomobileenterprisestopaymoreattentiontobrandconstructionandmanagement.Thispapermainlydiscussundersituationofbrandcommunicationofautomobileindustry.Onthebaseofasystematicstudyoftheoriesofdomesticandoverseasbandconstructionandmanagement,combiningcharacteristicsofautomobilebrandcommunication,thispaperchooseVolkswagenNewBeetleandBMWMinitocompareandputforwarditsownpointofview.Firstly,itmakestheSWOTanalysisofautomobilebrandcommunication,andanalysesthebrandbackgroundandbrandconformityofthesetwofamousbrands.Secondly,thepapercomparesthestrategiesofadvertisement,publicrelation,promotionandindividualcommunicationofthesetwoautobrandthroughanalysisofbrandcommunicationchannels.Thirdly,accordingtoJ.Aaker’sbrandcharacteristicmeasuringform,throughinternetinvestigation,thispaperstatbrandcommunicationeffect,andcomparetheeffectofthesetwobrands.Finally,accordingtoaboveanalysis,thispaperputsforwardthefollowingconclusionsandrevelations.Inthecourseofstudy,thispapermainlytakesthepointofviewofthemajorsofBranding,Communication,andMarketingastheorybasis.Ittriestocombineexplainingdescriptionwithcasestudy,andtriestocombinequantitativeanalysiswithqualitativeanalysis.ThroughcomparingandanalyzingtheprocessofbrandcommunicationofVolkswagenNewBeetleandBMWMini,itsummarizestheIIIcommonnessandindividualityofbrandcommunicationofthesetwobrands.Thispaperhopesthroughthisprocess,wecandiscoverandsummarizevaluablerulesofautomobilebrandcommunication.Andtheseruleswillbehelpfultoconstructionandmanagementofourcountry’sautomobilebrands,especiallytocommunicationofourcountry’sindependentautomobilebrands.KeyWords:VolkswagenNewBeetle,BMWMini,BrandCommunication,ComparativeStudy111.1390002780%70%60%()21.231.3:(l)(DztvidA.Aaker)(1991)(1996)(2000)(1996)(1998):(2000)(2002)(2002)(2003)(2)204020701975(1990)(1992)(1993)(1995)(1999)(2000)SW4(3)1.41.4.1GOOGLE1.4.25J.Aaker622.12.1.11.197020501(DOsilvy,1955):2(AMA,1960)::3:(Attributes)(Benefits)(Values)(Culture)(Personality)(User);;27GardnerLevy1955LannonCooper1983(ChernatoryMcDonald1998identifiability2.1.220801AdemanLaisKeller(1998):282080(DavidAaker):2-13:(1)?(2)?(3)?(4)?(5)?(6)?:Blackston19921995Blackston92-2Mundker1997Blackston12Blackston2-3Biel1999Fournier(2001)10:,42.22.2.11(2002)11(2001)(2002)(2)(19979);(12)2.2.2(1)()(2)()(3):;(4)13(5)2.2.32-4()14211533.13.1.120061026.4%2007344568203.1.220062005100%349200791021%16SUVSUBURBANTAHOE358%958%3.2173.3WTO5%7%200630001.05L4000647400040000F330001000020073315300028001100030008300013.4182006194123454.14.1.1——193581938“20”——402000——……204.1.21957199470MiniCooper——90MINIMiniCooperminicooperMini;;;2160•Mick.JaggerMINI40MINIMINI2002MINIMINIBMWBMWMINIgo-kart2001MINI2002MINICooper4.24.2.11LOGOLOGO4-122“VW”“VW”VolksWagen4-2MINILOGOLOGO2MINI23“”“”“”“”“”40%34-34-3“24”——4020004-4MINI4-4,BMW,,MINIMINI25MINI——SUVMINIMINI4.2.2Keller(1998)//4129/1721/1502mm//3699/1683/1407mm22.5-31.030.8-43“”·thebeetle“…………”————26BMWMINIMINIMRBEAN·RowanAtkinsonMINIMINI4.2.3,MINIMINI27Mini100Mini10Mini4.2.4……“”2060“”151978“”200371931t281934~193820“”20“”“”“”“”BMW1956BMCIssigonis1959Mini3.941962Mini2919621979Saloun1988Mini25.4Mini“”MiniMiniMini“”“”Mini2000MiniMini200010Mini2001Mini71MiniMiniOneMiniCooperMiniMiniMini304.34.3.1VW“thinksmall”()“BMW”MINIMINIIncrediblyMini.ThenewMini.Isitlovely312002MiniCooperMsisoinMiniMiniCooperMsisoinMini90“MsisoinMini”SamCooper20034-5324-5334-6......4-6344.3.22008422-28MINIMINIClubmanMINIMINIJohnCooperWorksCHALLENGEMINI2007121124“MyBeetleMyStyle”2.02.0T2.0T1.8T“”“MyBeetleMyStyle”354.3.314104236()22.5-3130.8-432.0T434.3.437“”2040;38DirectSelling4(nichemarket)“”394.44.4.1104-120072007100()6132172236133216194180415905466568749728457594292103440216652007POP“”4.4.21J.Aaker1-41-49414-2[1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4][1][2][3][4]86OQSS1.93.23.32.72.92.62.12.63.12.62.8Wi424-3Wi3.23.33.12.92.824-4--------------1[1][2][3][4][5][6][7]2[1][2][3][4][5][6][7]3[1][2][3][4][5][6][7]4[1][2][3][4][5][6][7]5[1][2][3][4][5][6][7]4-5--------------1[1][2][3][4][5][6][7]2[1][2][3][4][5][6][7]3[1][2][3][4][5][6][7]4[1][2][3][4][5][6][7]5[1][2][3][4][5][6][7]434-6Bi5.26.26.35.96.45.16.36.55.86.2A=BiWiABiiWiiBii717WiA1=91.66A2=91.244434-74-86.76.56.35.85.96.26.25.9--------------1)XX()[1][2][3][4][5][6][7]2)XX[1][2][3][4][5][6][7]3)XX[1][2][3][4][5][6][7]4)XX[1][2][3][4][5][6][7]4555.15.1.15.1.2465-15.25.2.15.2.2475.2.35.3J.Aaker48200649[1]..,200711[2],..,20002[3],.“”.,2002.3[4]..1.:,199911[5]·,..,1997[6],..:,2005[7]·,,..,2003[8],..,20021[9]..,2002.1[10],.500.,2006[11]..:,2000[12]·..:,1999.8[13],..:,,2004[14]..,200