论营销公关视角下奢侈品品牌的形象塑造

发布时间：2018-01-18 06:19

本文关键词：论营销公关视角下奢侈品品牌的形象塑造　出处：《武汉理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 目前,奢侈品行业市场竞争日趋激烈,随着传播渠道和信息的增多,极易稀释和淡化消费者对品牌信息的注意力。为使消费者准确了解奢侈品品牌的特性与功能,现在国际不少企业开始使用“营销公关”的概念和策略,认真分析市场,对奢侈品品牌进行准确定位,设计一系列旨在深入消费者心智的公共关系宣传活动,以将奢侈品品牌信息更明确、更有效地诉求至消费者的脑中。营销大师阿尔·里斯断言,广告是品牌维护,公关是品牌塑造,公关是真正将品牌铺向人们心中之路。奢侈品企业可以借助公益事业、赛事传播、公关活动、时尚概念、顶级技术、赞助活动、服务体验、事件营销、文化展览、品牌旗舰店等营销公关表现手法来塑造奢侈品品牌形象,赋予品牌以鲜明的个性形象。本文主要是以奢侈品品牌文化作为奢侈品品牌战略的切入点,从高端理解品牌,从文化的宏观视角塑造品牌,以营销公关作为核心对奢侈品品牌形象的塑造进行研究。在研究国内外关于营销公关和奢侈品品牌相关理论的基础上,结合奢侈品品牌的特殊性,从营销公关的视角研究奢侈品品牌形象塑造的问题,对奢侈品品牌的发展现状及营销公关策略提出自己的若干见解。本文通过对营销公关理论以及奢侈品品牌理论等相关理论研究,建立有效的营销公关模型,突出新时代新竞争条件下营销公关在奢侈品品牌塑造上的独特功能,并充分结合目前国外最新公关理论的研究,用理论与实践结合的方法来提出奢侈品品牌塑造的营销公关策略。同时,利用整合营销传播手段,深入研究营销公关如何发挥其效用来塑造奢侈品品牌形象。笔者希望通过对该问题的深入研究,可以为奢侈品品牌提供相应的品牌发展建议,为奢侈品品牌的塑造提供一些可行的思路与方法,同时也给处在这个时代转型期寻求奢侈品品牌建设的奢侈品企业提供一个新的视角和策略。
[Abstract]:At present, the market competition of luxury goods industry is becoming increasingly fierce, with the increase of communication channels and information. It is easy to dilute and desalinate consumers' attention to brand information. In order to make consumers understand the characteristics and functions of luxury brand accurately, many international enterprises begin to use the concept and strategy of "marketing public relations". Carefully analyze the market, positioning luxury brands accurately, and design a series of public relations publicity activities aimed at deepening consumers' minds, in order to make the information of luxury brands clearer. A more effective appeal to the consumer's mind. Marketing guru Al Reese asserts that advertising is brand maintenance, PR is brand building, PR is the way to really put the brand in people's minds, luxury goods companies can use public welfare, sports events, public relations activities. Fashion concept, top technology, sponsorship activities, service experience, event marketing, cultural exhibition, brand flagship store and other marketing PR techniques to shape the luxury brand image, give the brand with a distinct personality image. This article mainly takes the luxury brand culture as the entry point of luxury brand strategy, from the high-end understanding brand, from the culture macroscopic angle of view molds the brand. On the basis of studying the theories of marketing public relations and luxury brand at home and abroad, combining the particularity of luxury brand. From the perspective of marketing public relations, this paper studies the problem of creating the image of luxury brand, and puts forward some opinions on the development of luxury brand and marketing public relations strategy. In this paper, through the marketing public relations theory and luxury brand theory and other related theoretical research, establish an effective marketing public relations model. Highlight the unique function of marketing public relations in the luxury brand shaping under the new era and new competition conditions, and fully combine the current research of the latest foreign public relations theory. Using the method of combining theory and practice to put forward the marketing public relations strategy of luxury brand molding, at the same time, using the means of integrated marketing communication. Deeply study how marketing public relations play its role to shape the image of luxury brand. I hope that through the in-depth study of this issue, we can provide the corresponding brand development suggestions for luxury brands. At the same time, it also provides a new perspective and strategy for the luxury enterprises seeking the construction of luxury brands in the period of transition.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

【引证文献】