管理类教材案例中的品牌植入效果研究

发布时间：2018-03-05 04:06

本文选题：教材案例　切入点：品牌植入　出处：《同济大学》2008年硕士论文　论文类型：学位论文

【摘要】： 不同于传统广告商业目的的明示性,在媒介情境中进行的品牌植入,由于品牌信息融入媒介情境之中使得传播隐性化,品牌传播具有很好的效果。除了影视节目,管理类教材案例也是品牌植入的载体。管理类教材的一大特点是书中有许多真实企业的案例。这些案例蕴含企业的品牌信息,如市场地位、发展战略、企业文化等。读者在阅读案例时接受到这些信息,企业品牌籍此得以传播。本文首先对品牌植入进行文献综述;然后采用内容分析法分析了管理类教材案例中品牌植入的特点;结合深度访谈,构建了教材案例中品牌植入的效果模型,并提出效果与影响因素的相关性假设。模型中效果变量采用“品牌认知”与“品牌态度”来衡量,影响因素变量采用“案例的趣味性”、“案例与教材内容的融合度”、“案例的正面信息量”、“案例出现于教材案例的频度”、“读者对企业的已有了解程度”来度量。然后对模型及假设进行实证研究。本文对管理类教材案例中品牌植入效果的研究,扩充了原有品牌植入载体的研究范围。而此研究对其它管理图书中品牌植入的研究也具有借鉴作用。同时,本研究一方面可以让企业认识到这一渠道对企业的品牌传播作用,有利于企业更好地利用这个渠道进行品牌传播;而另一方面,通过促使国内企业更多的参与教材案例的编写,有利于我国管理类教材案例的本土化与教材质量的提升。
[Abstract]:Different from the ostensibility of the traditional advertising commercial purpose, brand implantation in the media context, because the brand information into the media context makes the communication recessive, brand communication has a very good effect. Management textbook case is also the carrier of brand implantation. One of the characteristics of management textbook is that there are many real enterprise cases in the book. These cases contain enterprise brand information, such as market position, development strategy, etc. Corporate culture and so on. Readers receive this information while reading cases, corporate brands can spread. This paper firstly reviews the literature on brand implantation; then uses content analysis method to analyze the characteristics of brand implantation in management textbook cases; combined with in-depth interviews, constructs the effect model of brand implantation in textbook cases. The effect variables in the model are measured by "brand cognition" and "brand attitude". The variables of influencing factors are "interest of case", "fusion of case and textbook content", "positive information amount of case", "case appearing in the frequency of textbook cases", "the extent to which readers know the enterprise". This paper studies the effect of brand implantation in the case of management textbooks. It expands the research scope of the original brand implant carrier, and this research can also be used for reference in other management books. At the same time, this study can make enterprises realize the role of this channel in brand communication. On the other hand, by promoting domestic enterprises to participate in the compilation of textbook cases, it is beneficial to the localization of management textbook cases and the improvement of teaching material quality.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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