论企业家形象对品牌形象的建构意义
发布时间：2018-11-17 13:56
【摘要】： 在这个形象制胜的时代,形象的价值得到人们前所未有的关注。良好的企业家形象是塑造品牌形象的重要力量,是品牌形象的人格化体现,对发展品牌形象有积极的建构意义。本文回顾了品牌形象和企业家形象的相关理论,尝试理清品牌形象和企业家形象的概念,探讨了企业家形象和品牌形象的关系。结合具体案例从不同维度和层面考察审视企业家形象,讨论了考量企业家形象的指标,阐释了企业家形象对品牌形象的建构意义。 通过本文的分析阐述,本文认为企业家形象是品牌不可分割的重要资产,是构成品牌形象的要素,是品牌形象传播的符号,是建构品牌形象的重要力量,对品牌形象有积极的建构意义,主要体现在赢得消费者认同和帮助品牌与消费者建立关系上。企业家形象是品牌形象的高度浓缩和感性体现。将企业家形象有效的传播出去,可以极大提高品牌的知名度,增加品牌的美誉度,激发消费者产生良好的品牌联想,赢得消费者对品牌形象的认同与理解。然而企业家形象在对品牌形象产生积极建构意义的同时也潜在着很大的风险,本文选取了两个典型案例,旨在总结失败的经验教训,提出企业家形象应注意的问题。 企业家形象对品牌形象的建构需要依托有效的管理和传播,本文结合戈夫曼的戏剧理论就企业家形象的管理问题展开论述。在总结全文的基础上提出大众媒介时代下商业化利益驱使下企业家形象存在的问题,以唤起企业家自身在道德、社会责任等方面进行反思。
[Abstract]:In this image victorious era, the value of the image has received unprecedented attention. A good entrepreneur image is an important force in shaping the brand image, a personification embodiment of the brand image, and a positive constructive significance for the development of the brand image. This paper reviews the related theories of brand image and entrepreneur image, tries to clarify the concept of brand image and entrepreneur image, and probes into the relationship between entrepreneur image and brand image. Combined with specific cases, this paper examines the entrepreneur image from different dimensions and levels, discusses the indicators of considering the entrepreneur image, and explains the significance of the entrepreneur image to the brand image. Through the analysis and elaboration of this paper, the author thinks that the entrepreneur image is the important asset of the brand, the element of the brand image, the symbol of the brand image communication, and the important force of building the brand image. It has positive constructive significance to brand image, which is mainly reflected in winning consumers' identity and helping them to establish relationship with them. Entrepreneur image is the highly concentrated and perceptual embodiment of brand image. The effective dissemination of the entrepreneur image can greatly improve the popularity of the brand, increase the reputation of the brand, stimulate consumers to produce a good brand association, and win consumer recognition and understanding of the brand image. However, the entrepreneur image has a positive significance to the brand image, but also has a great potential risk. This paper selects two typical cases to sum up the experience and lessons of failure, and puts forward the problems that should be paid attention to. The construction of entrepreneur image to brand image depends on effective management and communication. This paper discusses the management of entrepreneur image based on Goffman's drama theory. On the basis of summing up the full text, this paper puts forward the problems of entrepreneur image driven by commercial interests in the age of mass media, in order to arouse the entrepreneurs themselves to reflect on their moral and social responsibility.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F272.91
本文编号：2338039
[Abstract]:In this image victorious era, the value of the image has received unprecedented attention. A good entrepreneur image is an important force in shaping the brand image, a personification embodiment of the brand image, and a positive constructive significance for the development of the brand image. This paper reviews the related theories of brand image and entrepreneur image, tries to clarify the concept of brand image and entrepreneur image, and probes into the relationship between entrepreneur image and brand image. Combined with specific cases, this paper examines the entrepreneur image from different dimensions and levels, discusses the indicators of considering the entrepreneur image, and explains the significance of the entrepreneur image to the brand image. Through the analysis and elaboration of this paper, the author thinks that the entrepreneur image is the important asset of the brand, the element of the brand image, the symbol of the brand image communication, and the important force of building the brand image. It has positive constructive significance to brand image, which is mainly reflected in winning consumers' identity and helping them to establish relationship with them. Entrepreneur image is the highly concentrated and perceptual embodiment of brand image. The effective dissemination of the entrepreneur image can greatly improve the popularity of the brand, increase the reputation of the brand, stimulate consumers to produce a good brand association, and win consumer recognition and understanding of the brand image. However, the entrepreneur image has a positive significance to the brand image, but also has a great potential risk. This paper selects two typical cases to sum up the experience and lessons of failure, and puts forward the problems that should be paid attention to. The construction of entrepreneur image to brand image depends on effective management and communication. This paper discusses the management of entrepreneur image based on Goffman's drama theory. On the basis of summing up the full text, this paper puts forward the problems of entrepreneur image driven by commercial interests in the age of mass media, in order to arouse the entrepreneurs themselves to reflect on their moral and social responsibility.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F272.91
【引证文献】
相关硕士学位论文 前4条
1 范逦;企业家个人品牌传播对企业的影响及控制研究[D];中南大学;2011年
2 周明;中国互联网企业品牌延伸、消费者评价与品牌形象的关系研究[D];浙江大学;2012年
3 苏静涛;网络媒介特质对品牌形象的影响研究[D];山东大学;2012年
4 周莹;企业家形象媒介呈现的流变[D];安徽大学;2013年
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