年轻消费者中汉语生僻字做品牌名的特点研究
发布时间：2018-09-12 20:32
【摘要】： 如Zaltman和Wallendorf(1979)所指出:一个品牌名在40%多的程度上决定着一个新产品的成功或失败。为新产品选择一个合适的品牌名称,是市场营销人员所面临的一个重要课题。 针对品牌命名的研究,主要集中在西方国家和西方语言的研究。汉语的相关研究,从层次和深度,都还有很大的差距。汉语品牌名称的研究,主要的研究者,比如陈洁光、黄月圆(1997,2001),针对传统产品的汉语品牌命名,做了前驱性的研究,总结归纳出汉语品牌命名音调、音节、词素构成等的规律和特征;另外,张实和Schmitt(2001)指出须重视从语言学的角度来进行英汉语品牌命名和翻译;新加坡的Yih Hwai Lee和KimSoon Ang(2003)从独体汉字和生僻的合体汉字两个方面研究了汉字的品牌联想意义。 关于汉语的品牌名称研究,涉及的角度可以很广,层次也很复杂,譬如语言学的语音、字形、字义、词素等等,心理学的记忆、关注、态度等等,市场营销学的消费者研究等等。 本文将来自大连理工大学和大连民族学院的大学生作为被试,其年龄跨度在22岁到25岁,每个被试平均每天的上网时间能达到4个小时,通过3个预调查(问卷调查形式)和1个主实验(品牌名的“再认任务”、品牌名和产品类别的“配对任务”和生僻字品牌名的“评估任务”),旨在探讨年轻消费者中,使用生僻汉字的品牌名称与使用常用汉字的品牌名称相比,1、生僻汉字(低频汉字)的品牌名称拥有更高的再认率;2、生僻汉字(低频汉字)的品牌名称能够引起更高的关注度和兴趣度,能够得到更好的评价和更正面的态度。 实验结果显示:在短延时(1小时后)和长延时(2天后)两种实验条件下,生僻汉字的品牌名称的再认率比常用汉字的品牌名称的再认率分别高9.4%和20%;对于任何一类该实验所选取的产品来说,生僻汉字的品牌名称的配对准确率都高于常用汉字的品牌名称的配对准确率;另外,生僻汉字的品牌名称的主观评价分数要高于常用汉字的品牌名称。这些都表明生僻汉字(低频汉字)的品牌名称与常用汉字的品牌名称相比,具有高记忆度、高关注度、高喜爱度、高评价度的特点。 本论文从生僻汉字(低频汉字)入手,通过再认、配对和评估手段,探讨了将之用作品牌名称时在年轻消费者中的可行性和该类品牌名称的特点,研究结论与以往(如黄月圆、陈洁光等)的品牌名称要采用熟悉度高的汉字的结论不同,结论预示着生僻汉字(低频汉字)作为品牌名称也是有可行性的,特别是在现今互联网高度使用的年轻消费者中,有着更高的再认和关注。
[Abstract]:As Zaltman and Wallendorf (1979) point out, a brand name determines the success or failure of a new product more than 40%. Choosing a proper brand name for the new product is an important task for marketers. The research on brand name mainly focuses on western countries and western languages. There is still a long way to go in the study of Chinese in terms of level and depth. The research on Chinese brand names, such as Chen Jieguang, Huang Yueyuan (1997 / 2001), has done a leading research on the Chinese brand names of traditional products, and summed up the Chinese brand naming tones and syllables. In addition, Zhang Shi and Schmitt (2001) pointed out that attention should be paid to brand naming and translation in English and Chinese from the perspective of linguistics. Yih Hwai Lee and KimSoon Ang (2003 (Singapore) studied the brand association significance of Chinese characters from two aspects: monomorphic Chinese characters and rare conjoint Chinese characters. The research on Chinese brand names can involve a wide range of angles and complicated levels, such as phonetics, glyph, word meaning, morpheme, psychological memory, concern, attitude, etc. Consumer research in marketing and so on. In this paper, the college students from Dalian University of Technology and Dalian Institute for nationalities were selected as subjects, whose age ranged from 22 to 25 years old. The average time of each participant was 4 hours a day. Through three pre-surveys (questionnaires) and one main experiment ("recognition task" of brand name, "matching task" between brand name and product category and "evaluation task" of brand name), the purpose of this study was to explore young consumers. Compared with the brand names used in common Chinese characters, the brand names of rare Chinese characters (low frequency Chinese characters) have a higher recognition rate, and the brand names of rare Chinese characters (low frequency Chinese characters) can cause more recognition. High degree of attention and interest, Get a better rating and a more positive attitude. The experimental results show that under the two conditions of short delay (1 hour later) and long delay (2 days later), The recognition rate of brand names of eccentric Chinese characters was 9.4% and 20% higher than that of common Chinese characters, respectively. The accuracy rate of brand name pairing of eccentric Chinese characters is higher than that of common Chinese characters, in addition, the subjective evaluation score of brand names of eccentric Chinese characters is higher than that of common Chinese characters. These results show that the brand names of rare Chinese characters (low frequency Chinese characters) have the characteristics of high memory, high attention, high affection and high evaluation compared with the brand names of common Chinese characters. This paper starts with the rare Chinese characters (low frequency Chinese characters), by means of recognition, pairing and evaluation, discusses the feasibility of using them as brand names among young consumers and the characteristics of such brand names. The conclusion that the brand name of Chen Jieguang should adopt Chinese characters with high familiarity is different, and the conclusion indicates that it is also feasible to use Chinese characters (low-frequency characters) as brand names, especially among the young consumers who are highly used on the Internet today. With a higher recognition and attention.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;H124
本文编号：2240145
[Abstract]:As Zaltman and Wallendorf (1979) point out, a brand name determines the success or failure of a new product more than 40%. Choosing a proper brand name for the new product is an important task for marketers. The research on brand name mainly focuses on western countries and western languages. There is still a long way to go in the study of Chinese in terms of level and depth. The research on Chinese brand names, such as Chen Jieguang, Huang Yueyuan (1997 / 2001), has done a leading research on the Chinese brand names of traditional products, and summed up the Chinese brand naming tones and syllables. In addition, Zhang Shi and Schmitt (2001) pointed out that attention should be paid to brand naming and translation in English and Chinese from the perspective of linguistics. Yih Hwai Lee and KimSoon Ang (2003 (Singapore) studied the brand association significance of Chinese characters from two aspects: monomorphic Chinese characters and rare conjoint Chinese characters. The research on Chinese brand names can involve a wide range of angles and complicated levels, such as phonetics, glyph, word meaning, morpheme, psychological memory, concern, attitude, etc. Consumer research in marketing and so on. In this paper, the college students from Dalian University of Technology and Dalian Institute for nationalities were selected as subjects, whose age ranged from 22 to 25 years old. The average time of each participant was 4 hours a day. Through three pre-surveys (questionnaires) and one main experiment ("recognition task" of brand name, "matching task" between brand name and product category and "evaluation task" of brand name), the purpose of this study was to explore young consumers. Compared with the brand names used in common Chinese characters, the brand names of rare Chinese characters (low frequency Chinese characters) have a higher recognition rate, and the brand names of rare Chinese characters (low frequency Chinese characters) can cause more recognition. High degree of attention and interest, Get a better rating and a more positive attitude. The experimental results show that under the two conditions of short delay (1 hour later) and long delay (2 days later), The recognition rate of brand names of eccentric Chinese characters was 9.4% and 20% higher than that of common Chinese characters, respectively. The accuracy rate of brand name pairing of eccentric Chinese characters is higher than that of common Chinese characters, in addition, the subjective evaluation score of brand names of eccentric Chinese characters is higher than that of common Chinese characters. These results show that the brand names of rare Chinese characters (low frequency Chinese characters) have the characteristics of high memory, high attention, high affection and high evaluation compared with the brand names of common Chinese characters. This paper starts with the rare Chinese characters (low frequency Chinese characters), by means of recognition, pairing and evaluation, discusses the feasibility of using them as brand names among young consumers and the characteristics of such brand names. The conclusion that the brand name of Chen Jieguang should adopt Chinese characters with high familiarity is different, and the conclusion indicates that it is also feasible to use Chinese characters (low-frequency characters) as brand names, especially among the young consumers who are highly used on the Internet today. With a higher recognition and attention.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;H124
【参考文献】
相关期刊论文 前4条
1 黄月圆,陈洁光;中国商品品牌命名的规则和特点[J];南开管理评论;2002年01期
2 刘建平;杨铖;杨菁菁;;论品牌的心理效应[J];社会心理科学;2006年04期
3 雷莉,樊春雷,王奰,马谋超;反应时技术在品牌联想测查中的应用[J];心理学报;2004年05期
4 张会;;论古今汉字形音义之关系[J];语文学刊;2006年13期
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