多重视角下的品牌命名研究

发布时间：2018-02-01 13:48

本文关键词： 商品品牌命名功能视角　出处：《华中师范大学》2009年硕士论文　论文类型：学位论文

【摘要】： 品牌名称作为商业活动中很重要的一个部分,应该具有其独特性与可欣赏性。商业活动中的品牌命名战略一直影响着厂家和企业的经营效益。通常来说,人们在第一眼看到产品时,所接触的即为产品的商标或名称,因此,一个合适的品牌名称对于企业而言,对于其销售是一种增长效益的手段和方法,这样不仅可以增加其产品的市场份额,也能树立较好的知名企业形象;而对于消费者个人而言,好的产品名称会给人以美好的印象、优雅的审美愉悦,进而产生强烈的购买欲望。因而,对于品牌命名的研究工作是一项时下非常需要的工作,也是很紧迫很重要的一种形势所趋。然而,据笔者考察,目前,对于品牌命名的研究和考察在现阶段还处于非常有限的局面,仅仅是单独从一个层面,如营销学等角度去研究,在研究的成果里还留有一些空白之处。事实上,品牌命名是涉及到营销学、语言学、文化学、心理学等多方面学科的一门综合学科。本文的作者试图从这多个角度来分析和研究商品品牌命名研究,希望能另辟蹊径的得出一些相对全面而综合的结论,进而为指导企业进行品牌命名提供一点启示和帮助。本文首先就分析与阐述了品牌的定义,其中包括对定义的几种历史说法与类别的回顾。第二部分先是以美国为例,对作为新兴产业的品牌命名进行了大致情况的一些调查和分析。第三部分分析了中国品牌命名的一些语言学特点,分析了中国服装品牌命名的一些特点,指出了诸如抄袭雷同、自我标榜、缺乏美感等问题和弊端。第四部分分别从语言学、认知心理、社会文化以及消费心理等多个视角探讨了品牌命名的方法、原则及相关策略。以期能给予企业一些科学支持和指导。
[Abstract]:Brand name as a very important part of business activities should be unique and appreciable. Brand naming strategy in commercial activities has always affected the business efficiency of manufacturers and enterprises. Generally speaking. When people see the product at first sight, they come into contact with the trademark or name of the product. Therefore, a suitable brand name is a means and method of increasing profit for the enterprise. This can not only increase the market share of its products, but also set up a better image of well-known enterprises; For individual consumers, a good product name will give people a good impression, elegant aesthetic pleasure, and then produce a strong desire to buy. The research on brand naming is a very needed work at present, and it is also an urgent and important trend. However, according to the author's investigation, at present. The research and investigation of brand naming is still in a very limited situation at this stage, only from a single level, such as marketing to study, there are still some gaps in the research results. In fact. Brand naming is a comprehensive subject involving marketing, linguistics, culturology, psychology and so on. The author of this paper attempts to analyze and study the naming of commodity brands from these perspectives. Hope to find a new way to draw some relatively comprehensive and comprehensive conclusions, and then provide some enlightenment and help for guiding enterprises to name the brand. Firstly, this paper analyzes and expounds the definition of brand. This includes a review of several historical definitions and categories. The second part takes the United States as an example. The third part analyzes some linguistic characteristics of Chinese brand naming and some characteristics of Chinese clothing brand naming. The author points out the problems and disadvantages such as plagiarism, self-promotion, lack of aesthetic feeling and so on. Part 4th discusses the method of brand naming from the perspectives of linguistics, cognitive psychology, social culture and consumer psychology respectively. Principles and related strategies. Hope to give some scientific support and guidance to enterprises.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】