基于消费心理的文化品牌形象塑造研究
发布时间：2019-06-12 06:37
【摘要】： 自20世纪早期起,人们就开始对品牌形象进行广泛的研究。期间,一些直接的或间接的品牌形象研究成果不断问世。然而,已有的品牌形象研究大多局限于品牌形象本身,而非从消费者的角度来看待品牌形象,从而造成了一些企业在塑造文化品牌形象上的种种认识误区。基于此,本文提出了基于消费心理塑造文化品牌形象的命题,力求为企业成功塑造文化品牌形象提供新的视野。 基于消费心理的文化品牌形象塑造研究,主要探讨消费心理和文化品牌形象塑造之间的关系。文章在对消费心理和文化品牌概念进行归纳和梳理的基础上,从消费者与文化品牌互动模式、文化品牌对消费者的作用以及文化品牌形象对消费心理的影响三个方面具体探讨了消费心理与文化品牌形象塑造之间的内在关联,提出了基于消费心理塑造文化品牌形象的前提、心理导向和文化皈依等问题,并最终给出了塑造文化品牌形象的路径——即塑造文化品牌的知名度、美誉度和忠诚度。文章最后运用全文的设论,对体育文化品牌“李宁”形象塑造做了实证性研究,期望能为我国企业在以后的文化品牌形象塑造中提供某些借鉴,从而实现满足消费与文化品牌打造的双赢格局。
[Abstract]:Since the early 20 th century, people have begun to carry on the extensive research to the brand image. During this period, some direct or indirect brand image research results continue to come out. However, most of the existing brand image research is limited to the brand image itself, rather than looking at the brand image from the perspective of consumers, resulting in some enterprises in shaping the cultural brand image of a variety of misunderstandings. Based on this, this paper puts forward the proposition of shaping cultural brand image based on consumer psychology, and strives to provide a new vision for enterprises to successfully shape cultural brand image. The research on the shaping of cultural brand image based on consumer psychology mainly discusses the relationship between consumer psychology and cultural brand image shaping. On the basis of summing up and combing the concepts of consumer psychology and cultural brand, this paper probes into the internal relationship between consumer psychology and cultural brand image from three aspects: the interactive mode between consumer and cultural brand, the role of cultural brand on consumers and the influence of cultural brand image on consumer psychology, and puts forward the premise, psychological orientation and cultural conversion of shaping cultural brand image based on consumer psychology. Finally, the way to shape the image of cultural brand is given, that is, the popularity, reputation and loyalty of cultural brand. Finally, by using the theory of the full text, this paper makes an empirical study on the image shaping of sports culture brand "Li Ning", hoping to provide some reference for Chinese enterprises in the future cultural brand image shaping, so as to realize the win-win pattern of satisfying consumption and cultural brand building.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2497814
[Abstract]:Since the early 20 th century, people have begun to carry on the extensive research to the brand image. During this period, some direct or indirect brand image research results continue to come out. However, most of the existing brand image research is limited to the brand image itself, rather than looking at the brand image from the perspective of consumers, resulting in some enterprises in shaping the cultural brand image of a variety of misunderstandings. Based on this, this paper puts forward the proposition of shaping cultural brand image based on consumer psychology, and strives to provide a new vision for enterprises to successfully shape cultural brand image. The research on the shaping of cultural brand image based on consumer psychology mainly discusses the relationship between consumer psychology and cultural brand image shaping. On the basis of summing up and combing the concepts of consumer psychology and cultural brand, this paper probes into the internal relationship between consumer psychology and cultural brand image from three aspects: the interactive mode between consumer and cultural brand, the role of cultural brand on consumers and the influence of cultural brand image on consumer psychology, and puts forward the premise, psychological orientation and cultural conversion of shaping cultural brand image based on consumer psychology. Finally, the way to shape the image of cultural brand is given, that is, the popularity, reputation and loyalty of cultural brand. Finally, by using the theory of the full text, this paper makes an empirical study on the image shaping of sports culture brand "Li Ning", hoping to provide some reference for Chinese enterprises in the future cultural brand image shaping, so as to realize the win-win pattern of satisfying consumption and cultural brand building.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 刘春侠;;基于消费心理的广告拟态环境建构分析[J];东南传播;2013年09期
相关硕士学位论文 前6条
1 张健;移动互联网时代消费者行为与智能手机品牌战略研究[D];北京邮电大学;2011年
2 冯伟;房地产市场营销中客户消费心理与营销策略研究[D];重庆大学;2011年
3 黄微;大众文化消费与审美心理需求[D];西南大学;2010年
4 侯海鸥;基于消费心理下的中国住宅室内设计研究[D];湖南工业大学;2012年
5 郑晓玲;基于消费心理学的健康电器设计研究[D];燕山大学;2012年
6 王人之;苹果品牌形象的企业、媒体、公众呈现研究[D];华东师范大学;2013年
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