中国基金行业品牌传播与维护研究

发布时间：2018-04-26 14:00

本文选题：基金品牌 + 品牌传播　；参考：《武汉大学》2013年博士论文

【摘要】：中国基金业是一个仅有15年发展历史的行业,品牌传播历史较短,传播学界对其的关注度极低,相关研究成果几乎为空白。本文以基金行业的品牌为研究对象,在传播学和企业声誉管理相关的理论基础上,结合中国基金行业的发展历程以及在此过程中体现出的传播特征,对行业的品牌构建和危机中的品牌维护做了研究分析。系统研究行业近年传播中的相关数据和案例,搭建了基金品牌的评估框架,通过组织内传播和组织外传播理论框架阐述了不同维度基金业进行品牌传播的方式。同时也提到了基金品牌传播中经常遭遇的危机,并在声誉管理研究的范畴下提供了相关建议。文章主要分为九个章节,首章介绍了研究的缘起、意义、路径、方法以及研究中的创新和不足。其后对组织传播和声誉管理的相关文献做出综述。又回顾了我国基金行业的品牌传播历程,总结基金行业的品牌传播特性,并根据这些特性,提出品牌传播的困境；第四章从组织传播理论入手对基金业品牌传播做出构建和分析。先介绍了组织传播理论的学术范畴,随后分析组织内传播对于基金行业品牌建设的两种意义,一是组织网络建设对基金公司之间的联系的强化,二是组织文化建设对基金内部认同的提升。第五章转向基金品牌传播研究的另一个维度——组织外传播,通过解决基金公司如何在履行社会责任的同时释放品牌自身的影响力等三方面的问题来分析基金公司在组织外的品牌传播。其中,每一个形式都辅之以翔实案例进行说明。第六章在上述分析的基础上,借鉴并构建了基金品牌的评估模型,根据模型评估中的2012年我国基金业的品牌估值情况,又通过基金品牌的股权价值和基金的销售情况予以验证,在分析量化数据的基础上,提出基金行业品牌建设与维护的可行假设。第七章重在探讨基金品牌的维护。以声誉管理的理论为根基,根据传播现状提出当前基金业面临的危机风险,发现中国基金品牌维护工作中的核心议题和期待改善的认知误区；并提出两个应对模式：与事实层面还原真相,于价值层面重建信任。第八章分享了新传播趋势下的基金品牌建设与维护的方式的新思考。主要分为三个角度,一是在媒介融合的现代环境之下,基金公司如何在整合传播意识的引导下推行传播策略；二是在互联网和移动互联网方兴未艾之时,基金公司如何加大创新力度,推动新业务模式；三是借鉴批判传播学中的“内爆”理论,探讨基金业如何从提供符号价值向提供服务价值转变。第九章为结语,再次回顾了整个研究的脉络,提出对本研究未来继续深化的期待。总之,本文从实践从发,将近年来中国基金行业发展的相关数据进行全而整理与总结,发现中国基金品牌传播与维护工作中的核心议题和期待改善的认知误区；并就这些问题分别进行阐释解读与分析解决；力图让中国基金品牌达成组织内传播的“协同化”与组织外的“多元化”,关注危机环境下的基金品牌美誉管理,并希望在新的传播趋势下为中国基金的品牌建设与发展做出前瞻性思考。
[Abstract]:China ' s fund industry is an industry with only 15 years of development history , the brand communication history is short , the dissemination circle has very low attention to it , the relevant research results are almost blank . In this paper , based on the theory of communication and enterprise reputation management , the paper studies the brand construction and brand maintenance in the crisis .

The article is divided into nine chapters , the first chapter introduces the origin , significance , path , method and innovation and deficiency of the research . After that , the paper reviews the literature about the organization and reputation management . It also reviews the brand communication course of the fund industry in our country , summarizes the brand communication characteristics of the fund industry , and puts forward the predicament of brand communication according to these characteristics .
On the basis of the analysis of quantitative data , the paper puts forward some feasible assumptions about the brand construction and maintenance of the fund industry . Chapter 6 is based on the analysis of quantitative data , puts forward the feasible hypothesis of the brand construction and maintenance of the fund industry .
Chapter 8 shares the new thinking on how to construct and maintain the fund brand under the new communication trend . The eighth chapter is divided into three angles : one is the modern environment of the media integration , how the fund company carries out the communication strategy under the guidance of the integration of the communication consciousness ;
Second , when the Internet and mobile Internet are flourishing , how to increase innovation and promote the new business model ;
The third is to draw lessons from the theory of " inner explosion " in critical communication , to explore how the fund industry transforms from providing symbolic value to providing service value . Chapter 9 is the conclusion , once again reviews the whole research vein , and puts forward the expectation that the future of this study will continue to be deepened .

In short , this paper summarizes and summarizes the related data of China ' s fund industry in recent years , and finds out the core issues in China ' s fund brand communication and maintenance work and the cognitive error of expectation improvement .
Then the interpretation and analysis of these problems are explained .
In order to make the Chinese fund brand achieve the " synergy " and " diversification " outside the organization , pay attention to the fund brand reputation management under the crisis environment , and hope to make forward - looking thinking on the brand construction and development of China fund under the new communication trend .

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F832.51;G206

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