苹果品牌形象的企业、媒体、公众呈现研究

发布时间：2018-01-05 03:21

本文关键词：苹果品牌形象的企业、媒体、公众呈现研究　出处：《华东师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,苹果公司的产品风靡全球,这股苹果热也同样席卷了国内市场,并受到了社会的极大关注。苹果已经不只是一个数码产品品牌,而成为与高科技、时尚、设计感、年轻、自由、全球化、地位等概念紧密联系的文化符号。但显然苹果的品牌形象并不是依靠企业一方建立起来的,其中媒体与公众都有着各自的呈现。因此本文力图打破过去针对企业单方面的品牌形象塑造的研究思路,结合媒体与公众的呈现,从而展现一个更加全面的品牌形象呈现过程。通过研究希望回答的问题是：苹果品牌的形象是怎样的?苹果的品牌形象是如何被参与其中的三个主要方面：企业、媒体与公众呈现与再现的?而对这种呈现与再现的描述的根本目的就在于分析各方呈现的异同,以理解影响它们的共同社会机制。本文以内容分析为主,并辅以文本分析和文献分析的定性研究方法,具体探究企业、媒体与公众呈现下的苹果品牌形象特点,并发现三者之间存在共通之处,从而最终揭示出当代社会中消费文化对整个品牌呈现的渗透和影响。
[Abstract]:In recent years , Apple ' s products have been popular around the globe , and the share of Apple ' s heat has also swept over domestic markets and has received great attention from the community . Apple is not just a digital product brand , but is a cultural symbol closely linked to concepts such as high technology , fashion , design , youth , freedom , globalization , status , etc . But it is clear that Apple ' s brand image is not built on the corporate side , where the media and the public have their own presentations . Therefore , this paper tries to break the research mentality of the brand image creation in the past aiming at the enterprise , combining the media and the public presentation , thus presenting a more comprehensive brand image presentation process . The question of how the image of the Apple brand is how ? The basic purpose of how the brand image of Apple is involved is to analyze the similarities and differences presented by the parties in order to understand the common social mechanism that affects them . Based on the content analysis and the qualitative research methods of text analysis and literature analysis , this paper explores the characters of Apple ' s brand image under the representation of enterprises , media and the public , and finds that there is a common place among them , thus finally revealing the penetration and influence of consumer culture in contemporary society to the whole brand .

【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63;G206

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