品牌传播过程中的供求关系研究
发布时间：2019-02-24 20:38
【摘要】： 品牌诞生于市场经济,存在于市场经济,为经济活动服务。因此,品牌传播不但是一个循环往复的传播活动,而且也是一项随着供求关系而不断变化的经济活动。 抱着为更有效的品牌传播提供新思路的目的,本文首先从品牌学、传播学的基本理论出发,对品牌的定义及传播进行了分析和整理。在此基础上,引入了微观经济学中与供求关系有关的一些理论和方法,对品牌传播过程中的供求关系进行了深入地研究和探讨。研究界定了品牌传播过程中的供求主体与客体,理清了品牌传播供求主体之间的供求活动,并重点考察了供求主体对客体的供给与需求以及供求主体对客体的使用和消费。研究发现,品牌传播不但遵循传播规律,同时也遵循供求规律、边际效用递减规律等经济规律,这在现实的品牌传播活动中也得到了普遍的反映。最后,本文以上述研究为基础,从现实意义出发对品牌主体、品牌传播媒介和受众参与品牌传播提出了相关的建议。
[Abstract]:The brand is born in the market economy, exists in the market economy, serves for the economic activity. Therefore, brand communication is not only a circulatory communication activity, but also an economic activity changing with supply and demand. With the aim of providing new ideas for more effective brand communication, this paper first analyzes and arranges the definition and dissemination of brand from the basic theory of brand studies and communication. On this basis, some theories and methods related to supply and demand in microeconomics are introduced, and the relationship between supply and demand in the process of brand communication is deeply studied and discussed. The study defines the supply and demand subject and the object in the process of brand communication, clarifies the supply and demand activities between the supply and demand subjects of brand communication, and emphatically examines the supply and demand of the supply and demand subject to the object and the use and consumption of the supply and demand subject to the object. It is found that brand communication not only follows the law of communication, but also follows the law of supply and demand, the law of diminishing marginal utility and other economic laws, which has been generally reflected in the real activities of brand communication. Finally, based on the above research, this paper puts forward some suggestions on brand subject, brand communication media and audience participation in brand communication from the point of view of practical significance.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;G206
本文编号：2429909
[Abstract]:The brand is born in the market economy, exists in the market economy, serves for the economic activity. Therefore, brand communication is not only a circulatory communication activity, but also an economic activity changing with supply and demand. With the aim of providing new ideas for more effective brand communication, this paper first analyzes and arranges the definition and dissemination of brand from the basic theory of brand studies and communication. On this basis, some theories and methods related to supply and demand in microeconomics are introduced, and the relationship between supply and demand in the process of brand communication is deeply studied and discussed. The study defines the supply and demand subject and the object in the process of brand communication, clarifies the supply and demand activities between the supply and demand subjects of brand communication, and emphatically examines the supply and demand of the supply and demand subject to the object and the use and consumption of the supply and demand subject to the object. It is found that brand communication not only follows the law of communication, but also follows the law of supply and demand, the law of diminishing marginal utility and other economic laws, which has been generally reflected in the real activities of brand communication. Finally, based on the above research, this paper puts forward some suggestions on brand subject, brand communication media and audience participation in brand communication from the point of view of practical significance.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;G206
【引证文献】
相关硕士学位论文 前3条
1 何静;峨眉山武术旅游品牌系统研究[D];西南交通大学;2011年
2 刘宇;湖北省柑橘品牌传播中的媒介选择研究[D];华中农业大学;2011年
3 郭伦志;峨眉武术与旅游关联的研究[D];西南交通大学;2011年
，本文编号：2429909
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