苹果公司的“宗教式”营销传播研究

发布时间：2019-02-12 18:59

【摘要】：近年来,苹果公司以其不落俗套的产品设计,独特的品牌文化,特立独行的姿态,备受市场的重视与认可。其开发的产品包括电脑、音乐播放器、手机等高科技电子设备,而使用苹果产品也逐渐成为越来越多人的生活方式。苹果公司的成功,让很多人把它视为一种宗教。本文的研究围绕苹果公司的“宗教式”营销传播展开,首先定义了何为“宗教式”营销传播,提出它的两个重要表现：对品牌的形象和产品产生崇拜及敬仰,对品牌的文化和精神产生认同甚至臣服；接着按照时间顺序,分三个阶段细致描述了“宗教式”营销传播在苹果公司的发源与生长,并引入认同的理论解析了苹果公司“宗教式”营销传播的确立,分析了其与宗教紧密相关的教义、教会、教堂、仪式、传教士、教徒、宗教符号几个元素。然后归纳了“宗教式”营销传播的三个特点,分别为“宗教式”营销传播的过程开放,“宗教式”营销传播造成的影响广泛和“宗教式”营销传播的效果持久。最后提出苹果公司“宗教式”营销传播的三个启示：基于产品,凝于文化和动于内心。
[Abstract]:In recent years, with its unconventional product design, unique brand culture, maverick posture, Apple has been valued and recognized by the market. Its products include computers, music players, mobile phones and other high-tech electronic devices, and the use of Apple products has gradually become a way of life for more and more people. Apple's success has led many to regard it as a religion. This paper focuses on the "religious" marketing communication of Apple. Firstly, it defines what is "religious" marketing communication, and puts forward two important manifestations: adoration and admiration for the image and product of the brand. Identify with the culture and spirit of the brand and even submit to it; Then, according to the time sequence, it describes the origin and growth of "religious" marketing communication in three stages, and analyzes the establishment of "religious" marketing communication by introducing the theory of identity. This paper analyzes the religious doctrine, church, ritual, missionary, believer and religious symbol. Then three characteristics of "religious" marketing communication are summarized, which are the opening process of "religious" marketing communication, the extensive influence caused by "religious" marketing communication and the lasting effect of "religious" marketing communication. Finally, three revelations of Apple's "religious" marketing communication are put forward: product based, cultural and inner.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274;G206

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