企业家个人品牌营销传播研究

发布时间：2018-04-17 07:53

本文选题：企业家个人品牌 + 营销传播策略　；参考：《辽宁大学》2009年硕士论文

【摘要】： 企业家个人品牌营销传播就是在塑造企业家个人品牌的基础上,建立企业家与企业、品牌一对一的联想,深化并优化公众对企业品牌、产品品牌的认知,将企业家个人形象传播出去,与企业品牌形象、产品品牌形象形成合力,获取公众认同与理解。从组织传播的视角看,企业家个人品牌的塑造和营销不只是个人自我满足的需要,而具有特殊的角色和任务,他们在跨组织传播中充当了跨界限沟通者的角色,对内促进企业文化的建设,是组织内部的黏合剂,对外代表并保护企业组织,是跨组织传播的黏合剂。企业家拥有的个人品牌是一种注意力资源,具有难以估量的社会价值和精神价值。本文绪论部分主要阐述个人品牌研究背景及研究意义,第一章围绕个人品牌的定义、类型、个性和定位等基本理论,重点对企业家个人品牌价值及营销进行探讨,尝试用比较研究的方法探析企业家个人品牌、企业品牌和产品品牌三者的关系,进而分析出企业家进行个人品牌营销传播对企业组织、人力资源和组织绩效的重要意义。第二章主要运用文本分析的方法,对目前国内外企业家个人品牌营销运作的成功案例进行内容分析,从中归纳总结企业家个人品牌元素的构成,重点研究企业家个人品牌的构建策略和营销策略。第三章从组织传播视角下的企业家角色和任务的分析入手,最后落脚在企业家个人品牌主要营销对象、营销目标上。第四章主要针对企业家个人品牌危机应对原则及策略进行研究探讨。本文主要将品牌学、传播学、管理学、营销学、心理学等相关理论作为理论依据,参阅相关著作,借鉴《哈佛商业评论》《中国企业家》等中外杂志、学术期刊网以企业家、个人品牌为关键词搜索到的相关文章。在既有研究成果基础上,本文从传播学的视角归纳梳理了个人品牌营销的相关理论研究,并对产品品牌、企业品牌和企业家个人品牌的关系进行了新的辨析和定位。在企业家个人品牌营销渠道和营销策略的分析中,将戏剧分类理论引入,为企业家在不同媒体中多重角色的定位及策略有了更直观、更形象的体现。另外,从组织传播的角度为企业家在组织中的角色进行重新定位,提出企业家是跨界限沟通者最高层次的代表,为企业家进行个人品牌营销传播提供角色任务等理论依据。
[Abstract]:The marketing communication of individual brand of entrepreneur is to establish the association between entrepreneur and enterprise, brand on one, deepen and optimize the public's cognition of enterprise brand and product brand on the basis of shaping entrepreneur's individual brand.The personal image of the entrepreneur is spread out, and the corporate brand image and the product brand image form a joint force to gain public recognition and understanding.From the perspective of organizational communication, the shaping and marketing of entrepreneurs' personal brand is not only personal self-satisfied needs, but also has a special role and task. They act as the transborder communicators in cross-organizational communication.Promoting the construction of corporate culture internally, is the adhesive within the organization, represents and protects the enterprise organization, and is the adhesive that spreads across organizations.The personal brand owned by entrepreneur is a kind of attention resource with incalculable social value and spiritual value.The first chapter focuses on the definition, type, personality and positioning of personal brand, focusing on the value and marketing of individual brand.This paper tries to explore the relationship among entrepreneur's personal brand, enterprise brand and product brand by means of comparative study, and then analyzes the significance of entrepreneur's personal brand marketing communication to enterprise organization, human resources and organizational performance.The second chapter mainly uses the text analysis method, carries on the content analysis to the present domestic and foreign entrepreneur individual brand marketing operation successful case, from which summarizes the entrepreneur individual brand element constitution.Focus on the entrepreneur individual brand construction strategy and marketing strategy.The third chapter starts with the analysis of the role and task of entrepreneur from the perspective of organizational communication, and finally focuses on the main marketing object and marketing target of the entrepreneur's personal brand.Chapter four focuses on the principles and strategies of coping with the crisis of entrepreneur's personal brand.This paper mainly takes the theories of brand, communication, management, marketing, psychology and so on as the theoretical basis, referring to relevant works, drawing lessons from Chinese and foreign magazines, such as Harvard Business Review, Chinese entrepreneurs, and academic journals.Personal brand search for keyword related articles.On the basis of the existing research results, this paper summarizes the relevant theoretical research of personal brand marketing from the perspective of communication, and analyzes the relationship among product brand, enterprise brand and entrepreneur's individual brand.In the analysis of the marketing channel and marketing strategy of individual brand, the theory of drama classification is introduced, which provides a more intuitive and visual embodiment for the orientation and strategy of entrepreneur's multiple roles in different media.In addition, the role of entrepreneurs in the organization is reoriented from the perspective of organizational communication, and it is pointed out that entrepreneurs are the highest level representatives of cross-border limited communicators, and provide theoretical basis for entrepreneurs to carry out personal brand marketing communication.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2

【引证文献】