品牌在线互动沟通研究

发布时间：2018-04-15 18:27

本文选题：品牌传播 + 网络传播　；参考：《华中科技大学》2009年硕士论文

【摘要】：互联网产生的历史虽短,却在品牌建设中却发挥了巨大的作用。它大大提高了工作效率,拓宽了信息来源,增进了品牌与顾客之间的互动交流,品牌通过网络建立与受众之间的相互信任,获得受众的认同。企业与受众的良好互动,能使企业将有关产品和品牌的信息准确、全面地传递给受众,使企业品牌形象宣传获得最佳效果,从而有效地提高受众的品牌取向和增加其品牌价值认同,并最大程度获得忠诚;另一方面,能通过互动发现受众最关注的和清楚企业最擅长的,在两者中找到结合点,将双方在品牌理念和认知等方面的差异降到最小。最终促成企业的角色与受众的角色趋于融合,在双方合力作用下更好地整合企业所拥有的各种品牌资源,提升出品牌的核心价值,建立起和谐的品牌关系。本文结合传播学、网络传播学、品牌传播学、广告学、公共关系学、市场营销学等学科的相关理论,始终把握品牌主、网络、受众之间的互动关系。着重研究品牌在线互动沟通的方式及特点,通过具体案例的阐述,来研究在线互动是如何对品牌建设发挥作用。由分析影响品牌在线传播的相关因素,提出当今网络传播环境下提升在线互动沟通效果、建立与受众良好品牌关系的方法和途径,希望能为我国企业品牌的网络建设提供一定的借鉴。
[Abstract]:Although the history of the Internet is short, it has played a great role in brand building.It greatly improves the working efficiency, broadens the information source, enhances the interactive communication between the brand and the customer, establishes the mutual trust between the brand and the audience through the network, and obtains the audience's approval.The good interaction between the enterprise and the audience can enable the enterprise to pass the information about the product and brand to the audience accurately and comprehensively, so that the brand image propaganda of the enterprise can get the best effect.In order to effectively improve the audience's brand orientation and increase its brand value identity, and to maximize loyalty; on the other hand, through interaction to find the audience's most concerned and clear enterprise is the best, in the two find the combination point,Reduce the differences between the two sides in brand concept and cognition to the minimum.Finally, the roles of the enterprise and the audience tend to merge, under the joint efforts of both parties, the enterprise can better integrate all kinds of brand resources, enhance the core value of the brand, and establish a harmonious brand relationship.Based on the theories of communication, network communication, brand communication, advertising, public relations, marketing and so on, this paper always grasps the interactive relationship among brand master, network and audience.Focus on the brand online interactive communication mode and characteristics, through the specific case elaboration, to study how online interaction to brand building play a role.Based on the analysis of the related factors affecting brand online communication, this paper puts forward the methods and approaches to improve the effect of online interactive communication and establish a good brand relationship with the audience under the current network communication environment.Hope to provide some reference for the network construction of Chinese enterprise brand.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F49

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