品牌传播视角下企业的公共性话语建构研究

发布时间：2018-03-16 11:23

本文选题：企业　切入点：品牌传播　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：当今传播生态环境的复杂、多元,受众的媒介接触习惯、品牌接受心理的变化,都对企业品牌传播提出了新的挑战。企业已不能在品牌传播过程中"自说自话"。企业既要"为我",也要"为他",这种非功利性的角色塑造,更能够获取受众认同,与受众建立的联系也更为牢固。要想塑造非功利性的"为他"角色,企业应对话社会,建构公共性话语。各类媒体平台为企业话语的充分表达提供了条件,企业应在公共性话语的建构和与目标受众的互动交流中,展现出高度的社会责任感,提高企业品牌的认知度和美誉度,实现社会认同这一品牌传播的重要目标。因此,本论文将企业的公共性话语建构作为了品牌传播的研究落脚点。本论文综合运用文献分析、问卷调查、统计分析、案例分析的研究方法,结合新闻传播学、品牌传播学、社会学、营销学等相关理论,围绕以下几方面展开研究:一是论述企业品牌传播过程中建构公共性话语的重要性和必要性,提出建构公共性话语是企业品牌传播的价值指向;二是提出受众认知是企业建构公共性话语的目标导向,针对企业品牌传播的受众认知和接受心理及行为情况展开调查,并对调查结果进行统计分析,为研究提供较为科学的数据支持;三是总结企业品牌传播过程中建构公共性话语的内、外部品牌资源;四是结合案例分析提出企业品牌传播过程中建构公共性话语的议题设置、事件营销、公益行为、故事打造四个策略;五是提出企业品牌传播过程中建构公共性话语的一致性、持续性和选择性三个原则。在理论层面上,本论文提出建构公共性话语是企业品牌传播的价值指向,具有品牌传播学话语研究视角的创新性意义。同时,本论文将企业作为话语表达主体,是对在舆论场域中发挥企业力量的探索尝试;在实践层面上,本论文基于受众调查总结和提出了企业建构公共性话语的资源、策略及原则,为企业建构公共性话语,塑造品牌形象,从而获取受众认同,实现品牌传播目标提供现实指导。
[Abstract]:The complexity and diversity of the communication ecological environment, the media contact habits of the audience, the changes of brand acceptance psychology, Both put forward new challenges to corporate brand communication. Enterprises can no longer "talk to themselves" in the process of brand communication. Enterprises should not only "for me" but also "for him". This kind of non-utilitarian role shaping can gain the acceptance of the audience. In order to shape the utilitarian "for him" role, the enterprise should deal with the society and construct the public discourse. All kinds of media platforms provide the conditions for the full expression of the enterprise discourse. Enterprises should display a high degree of social responsibility in the construction of public discourse and interactive communication with the target audience, improve the recognition and reputation of enterprise brand, and realize the important goal of brand communication of social identity. In this paper, the public discourse construction of enterprises as the focus of brand communication. This paper comprehensive use of literature analysis, questionnaire, statistical analysis, case analysis research methods, combined with news communication, brand communication, Sociology, marketing and other related theories focus on the following aspects: first, it discusses the importance and necessity of constructing public discourse in the process of enterprise brand communication, and puts forward that constructing public discourse is the value direction of enterprise brand communication; The second is to put forward that audience cognition is the goal orientation of enterprise to construct public discourse, to investigate the audience cognition and acceptance psychology and behavior of enterprise brand communication, and to make statistical analysis on the results of the survey. Provide more scientific data support for the study; third, summarize the internal and external brand resources in the process of corporate brand communication; fourth, put forward the topic setting of constructing public discourse in the process of corporate brand communication based on the case analysis. The fifth is to put forward three principles: consistency, persistence and selectivity in the construction of public discourse in the process of corporate brand communication. This paper proposes that the construction of public discourse is the value direction of corporate brand communication, which has the innovative significance of the perspective of brand communication discourse research. At the same time, this thesis regards the enterprise as the main body of discourse expression. On the practical level, this paper summarizes and puts forward the resources, strategies and principles for enterprises to construct public discourse, and constructs public discourse for enterprises on the practical level. Mold brand image, thus gain audience identity, achieve brand communication goal to provide practical guidance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;G206

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