基于网络的受众品牌认知研究

发布时间：2018-05-24 16:11

本文选题：品牌认知 + 网络传播　；参考：《上海交通大学》2009年硕士论文

【摘要】： 品牌认知是品牌资产的重要组成部分,它是衡量受众对品牌内涵及价值的认识和理解度的标准。网络条件下,受众品牌认知的方式多样,信源充分,获得的品牌信息丰富而全面,并且受众能够参与和影响品牌信息传播的过程和结果。过去对于受众品牌认知的研究其立足点主要是强调品牌传播,因为品牌信息传播的主动权主要掌握在企业手中。而在网络条件下,企业的品牌传播再完美,如果企业忽视网络信息特点、受众特征以及诸多因为网络而激发的要素之间的关系,那么受众的品牌认知就不能与企业所期望的结果相一致。本文基于网络分析了受众品牌认知的背景条件,以440名符合受访条件的网友的调查统计结果展现了受众在了解网络口碑,阅读/视听网络新闻报道、网络广告三种主要方式作用下品牌认知表现,并对比了在三种主要方式中信源、信息的正反性、信息呈现方式、品牌知名度、受众原有认知、人际传播等因素对受众品牌认知的影响,由此深层剖析了基于网络的受众品牌认知的特点、动机、信息取信倾向、认知阶段以及人际因素、个人因素对受众品牌认知的影响力。本文的创新之处在于,采取定性和实证分析相结合的方式,基于网络对在各种不同影响因素介入下受众品牌认知进行了比较和分析。
[Abstract]:Brand cognition is an important part of brand equity, and it is the standard of audience's understanding and understanding of brand connotation and value. Under the network condition, the audience has various ways of brand cognition, sufficient information sources, rich and comprehensive brand information, and the audience can participate and influence the process and result of brand information dissemination. In the past, the research on the brand cognition of the audience was based on the emphasis on brand communication, because the initiative of brand information communication was mainly in the hands of enterprises. But under the network condition, the brand communication of the enterprise is perfect again, if the enterprise neglects the network information characteristic, the audience characteristic as well as the many essential factors which the network stimulates, Then the audience's brand recognition can not be consistent with the expected results. This paper analyzes the background conditions of the audience's brand cognition based on the network, and shows the audience's understanding of the online word-of-mouth, reading / audiovisual online news reports with the results of the survey and statistics of 440 netizens who meet the requirements of the interview. Under the action of three main ways of network advertisement, brand cognition performance is compared, and the information source, information positive and negative, information presentation mode, brand popularity, audience's original cognition are compared. The influence of interpersonal communication and other factors on the brand cognition of the audience is analyzed deeply, which is based on the characteristics, motivation, information crediting tendency, cognitive stage, interpersonal factors and the influence of individual factors on the brand cognition of the audience. The innovation of this paper lies in the comparison and analysis of the audience's brand cognition under the influence of various factors based on the combination of qualitative and empirical analysis.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F49

【引证文献】