诚品书店品牌传播研究

发布时间：2018-04-30 11:25

本文选题：诚品书店 + 文化品牌　；参考：《兰州大学》2017年硕士论文

【摘要】：数字化时代的来临,知识碎片化的传播趋势,网络书店的来势汹汹,大陆乃至全球的实体书店都面临着冲击和挑战。正值此时,一度被称为台湾“文化地标”的诚品书店逆势而行,在苏州开设大陆的首家旗舰店。“连锁而不复制”的诚品书店跨越了地理界限和人文社会的差异,满足人们对于文化的渴求,让文化消费的行为能够如文化本身一样充满着优雅的魅力,同时,也能让消费者保有自身存在的自主性、个体性和选择性。诚品书店在帮助人们发现自己文化偏好的同时,也提供并刺激着人们对于文化品味的和层次晋升的想象。这样一家具有独特魅力的文化企业,其品牌的塑造和传播都具有高度的研究价值和意义。本文以诚品书店为研究对象,通过实地观察与访谈进行研究,分析诚品书店品牌塑造的关键要素,以及诚品书店品牌传播的途径策略。在详述品牌传播经典理论的发展、品牌的本质及不同历史阶段对品牌的认识的基础上,概述诚品书店的发展和转型历程,交代其诞生背景,历次转型和经营特色。同时,结合相关理论对诚品书店的品牌塑造进行分析,展开讨论诚品书店的传播策略,结合案例和实地访谈进行分析,概括出诚品书店品牌传播的特色。
[Abstract]:With the advent of the digital age, the spreading trend of fragmentation of knowledge and the threat of network bookstores, the physical bookstores in mainland and even the whole world are facing challenges and challenges. At this time, once known as Taiwan's "cultural landmark," Chengpin Bookstore went against the trend and opened its first flagship store in Suzhou. The "chain but not copy" bookstores transcend geographical boundaries and cultural social differences, satisfy people's desire for culture, and make the behavior of cultural consumption as elegant as culture itself, and at the same time, It also allows consumers to retain the autonomy, individuality and selectivity of their own existence. While helping people to discover their own cultural preferences, Chengpin Bookstore also provides and stimulates people's imagination of cultural taste and promotion. Such a unique charm of cultural enterprises, its brand shaping and dissemination have high research value and significance. This paper takes Cheng-Pin Bookstore as the research object, through field observation and interview, analyzes the key elements of the brand shaping of Cheng-Pin Bookstore, as well as the strategies of the brand communication of Cheng-Pin Bookstore. On the basis of expounding the development of classical theory of brand communication, the essence of brand and the cognition of brand in different historical stages, this paper summarizes the development and transition course of Cheng-Pin Bookstore, and explains its birth background, past transformation and management characteristics. At the same time, combining with the relevant theory to analyze the brand shaping of Cheng-Pin Bookstore, discuss the communication strategy of Cheng-Pin Bookstore, analyze the case and field interview, summarize the characteristics of brand communication of Cheng-Pin Bookstore.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.23;G206

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