近十年品牌传播文献与理论发展研究
发布时间：2018-11-10 15:54
【摘要】：随着我国经济的持续增长,中国市场迅猛发展为世界最具活力的市场之一,在这个过程中很多国内乃至国际的品牌快速地成长起来。因此,中国学术界关于品牌传播研究的专著和论文也逐年增多。然而在笔者进行检索的过程中发现,在学术界关于广告、公关和传播等方面都不乏对其研究现状的分析,然而对于品牌传播,却没有非常系统的进行历史脉络梳理的研究。鉴于此,就非常有必要将现有的品牌传播理论系统进行梳理研究。本文以传播学的基础视角,籍由营销学、广告学等学科的相关理论为铺垫,采用文献分析的方法,既侧重分析文献“内容”特征的内容分析法和侧重分析文献“形式”特征的文献计量学方法。选取传播学重点优势学科单位的复旦大学、中国人民大学、武汉大学和中国传媒大学四所高校图书馆藏书为参考,主要研究样本为复旦大学图书馆收录的2005—2014十年共878本品牌传播相关的出版文献,并对比中国知网在这一时期收录的论文量,以此力图在前人对品牌传播研究的基础上,对近十年品牌传播相关出版文献进行系统的归纳分析,把具有代表性的品牌传播的相关理论和历史进行了描述和梳理。同时融入个案研究法,认定品牌传播中的某一特定时期、特定对象,加以调查分析,探索性地比较研究品牌传播近十年来的理论发展、热点问题、创新性概念和关注重点的变迁等,弄清其特点及其形成过程,力求从细化的视角来对品牌传播近十年发展进行探索研究。结合品牌学相关知识,笔者将近十年品牌传播细分为三个阶段,即2005-2007年的品牌传播与营销阶段,2008-2011年的品牌传播与品牌关系阶段,和2012-2014年的品牌传播与大数据、移动互联网阶段。每一阶段先简单介绍这阶段的时代背景,概述这阶段品牌传播专著的主要思想和相关理论,归纳该阶段的研究侧重点,并分析其呈现的总体特征。同时笔者将这十年来的品牌传播著作按理论与案例、译著与本土进行分类,以及高频词汇出现率等数据分门别类进行统计,比较近十年来品牌传播研究的重点及发展趋势。希望能为现实的品牌传播提供参考和借鉴。
[Abstract]:With the continuous growth of China's economy, the Chinese market has developed rapidly into one of the most dynamic markets in the world. In this process, many domestic and even international brands have grown up rapidly. Therefore, the number of monographs and papers on brand communication in Chinese academic circles is increasing year by year. However, in the process of retrieval, the author found that the academic research on advertising, public relations and communication are not lack of analysis of the current situation of its research, but for brand communication, there is no systematic research on historical context. In view of this, it is very necessary to comb the existing brand communication theory system. Based on the basic theories of marketing, advertising and other disciplines, this paper adopts the method of literature analysis. Both the content analysis method and the bibliometrics method focus on the analysis of the characteristics of literature "content" and literature "form". Four university libraries, Fudan University, Renmin University of China, Wuhan University and Communication University of China, are selected for reference. The main research sample is a total of 878 publications related to brand communication collected by Fudan University Library in 2005-2014, and compared with the number of papers published by China Zhiwang in this period, in order to try to build on the previous research on brand communication. This paper makes a systematic analysis of the related publications of brand communication in the past ten years, and describes and combs the relevant theories and history of the representative brand communication. At the same time, it integrates the case study method to identify a certain period and specific object in brand communication, to investigate and analyze, to explore and compare the theoretical development and hot issues of brand communication in the past ten years. The concept of innovation and the change of focus are made clear of its characteristics and its forming process, and the exploration and research on the development of brand communication in the past ten years are made from the perspective of refinement. Combined with the related knowledge of brand science, the author divides brand communication into three stages: 2005-2007 brand communication and marketing, 2008-2011 brand communication and brand relationship, and 2012-2014 brand communication and big data. Mobile Internet stage. In each stage, the background of the stage is briefly introduced, the main ideas and relevant theories of the monographs of brand communication in this stage are summarized, the emphasis of the research in this stage is summarized, and the overall characteristics of the monographs are analyzed. At the same time, the author classifies the works of brand communication in the past ten years according to the theory and case, classifies the translated works with the local ones, and classifies the data such as the occurrence rate of high-frequency words, and compares the emphasis and development trend of the brand communication research in the past ten years. Hope to provide reference and reference for the real brand communication.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
[Abstract]:With the continuous growth of China's economy, the Chinese market has developed rapidly into one of the most dynamic markets in the world. In this process, many domestic and even international brands have grown up rapidly. Therefore, the number of monographs and papers on brand communication in Chinese academic circles is increasing year by year. However, in the process of retrieval, the author found that the academic research on advertising, public relations and communication are not lack of analysis of the current situation of its research, but for brand communication, there is no systematic research on historical context. In view of this, it is very necessary to comb the existing brand communication theory system. Based on the basic theories of marketing, advertising and other disciplines, this paper adopts the method of literature analysis. Both the content analysis method and the bibliometrics method focus on the analysis of the characteristics of literature "content" and literature "form". Four university libraries, Fudan University, Renmin University of China, Wuhan University and Communication University of China, are selected for reference. The main research sample is a total of 878 publications related to brand communication collected by Fudan University Library in 2005-2014, and compared with the number of papers published by China Zhiwang in this period, in order to try to build on the previous research on brand communication. This paper makes a systematic analysis of the related publications of brand communication in the past ten years, and describes and combs the relevant theories and history of the representative brand communication. At the same time, it integrates the case study method to identify a certain period and specific object in brand communication, to investigate and analyze, to explore and compare the theoretical development and hot issues of brand communication in the past ten years. The concept of innovation and the change of focus are made clear of its characteristics and its forming process, and the exploration and research on the development of brand communication in the past ten years are made from the perspective of refinement. Combined with the related knowledge of brand science, the author divides brand communication into three stages: 2005-2007 brand communication and marketing, 2008-2011 brand communication and brand relationship, and 2012-2014 brand communication and big data. Mobile Internet stage. In each stage, the background of the stage is briefly introduced, the main ideas and relevant theories of the monographs of brand communication in this stage are summarized, the emphasis of the research in this stage is summarized, and the overall characteristics of the monographs are analyzed. At the same time, the author classifies the works of brand communication in the past ten years according to the theory and case, classifies the translated works with the local ones, and classifies the data such as the occurrence rate of high-frequency words, and compares the emphasis and development trend of the brand communication research in the past ten years. Hope to provide reference and reference for the real brand communication.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
【参考文献】
相关期刊论文 前7条
1 陈力丹;中国传播学研究的历史与现状[J];国际新闻界;2005年05期
2 胡翼青;;双重学术标准的形成：对批判学派“夭折”的反思[J];国际新闻界;2008年07期
3 张健;;中国传播学：概念的演进与意涵分析[J];国际新闻界;2008年07期
4 陈力丹;李志敏;;2012年中国新闻传播学研究的10个新鲜话题[J];当代传播;2013年01期
5 陈力丹;毛湛文;;2012年中国的新闻传播学研究[J];国际新闻界;2013年01期
6 战pだ，
本文编号：2322881
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2322881.html
