信息植入技术对提升品牌价值的作用机制
发布时间：2018-07-13 12:47
【摘要】：信息植入是使受众接收和理解产品所要传达的信息,并形成记忆。本文在阐述信息传播影响因素的基础上,从社会学、心理学、传播学以及消费者行为学等相关理论视角,分析了信息植入传播产生作用的机制。研究表明,当产品已经有一定的知名度和认知度,植入传达的信息与战略的其他环节一致,并且传播目的与信息植入有明显效果的领域重合时,企业可以考虑运用信息植入传播策略。研究结论可以帮助企业解决在品牌传播中可能会产生的目标不明、效果评估指标不完备而导致的传播失效、资源浪费等现实问题。文章最后提出品牌价值必须根植于产品价值之中等建议。
[Abstract]:Information implantation is to enable the audience to receive and understand the product to convey information, and form a memory. Based on the analysis of the influencing factors of information dissemination, this paper analyzes the mechanism of information implantation communication from the perspective of sociology, psychology, communication and consumer behavior. Studies have shown that when the product already has a certain degree of visibility and recognition, the message conveyed by the product is consistent with other aspects of the strategy, and the purpose of communication coincides with the area in which the information is implanted with obvious results. Enterprises can consider the use of information placement communication strategy. The research conclusion can help enterprises solve the problems of communication failure and waste of resources which may arise in the process of brand communication, such as unclear objectives, incomplete evaluation indexes and so on. Finally, the article puts forward the suggestion that brand value must be rooted in product value.
【作者单位】： 浙江农林大学管理学院;浙江农林大学暨阳学院;
【基金】：浙江省自然科学基金项目“可辩解型产品伤害危机应对策略及对品牌资产的影响机制研究”(项目编号:LQ14G020018)
【分类号】：F273.2
，
本文编号：2119417
[Abstract]:Information implantation is to enable the audience to receive and understand the product to convey information, and form a memory. Based on the analysis of the influencing factors of information dissemination, this paper analyzes the mechanism of information implantation communication from the perspective of sociology, psychology, communication and consumer behavior. Studies have shown that when the product already has a certain degree of visibility and recognition, the message conveyed by the product is consistent with other aspects of the strategy, and the purpose of communication coincides with the area in which the information is implanted with obvious results. Enterprises can consider the use of information placement communication strategy. The research conclusion can help enterprises solve the problems of communication failure and waste of resources which may arise in the process of brand communication, such as unclear objectives, incomplete evaluation indexes and so on. Finally, the article puts forward the suggestion that brand value must be rooted in product value.
【作者单位】： 浙江农林大学管理学院;浙江农林大学暨阳学院;
【基金】：浙江省自然科学基金项目“可辩解型产品伤害危机应对策略及对品牌资产的影响机制研究”(项目编号:LQ14G020018)
【分类号】：F273.2
，
本文编号：2119417
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