品牌塑造中嵌入中国元素对消费者反应的影响

发布时间：2018-05-17 19:55

本文选题：中国元素 + 消费者反应　；参考：《企业经济》2017年11期

【摘要】：本文以广告设计中嵌入中国元素为研究对象,通过探讨消费者认知特点,实证检验嵌入中国元素对消费者认知及其行为的影响。研究结果表明:品牌中嵌入中国元素会影响消费者反应,在消费者认知需求和专业知识水平高的情况下,中国元素对消费者反应产生显著的影响;相反,在认知需求和专业知识水平低的情况下,嵌入中国元素对消费者反应没有明显的提升作用。研究结论为深入了解本土文化元素在品牌塑造中作用机理提供实证依据。在此基础上提出强化品牌的本土文化价值、借助特定文化力量打造强势品牌、针对消费者个体特征的差异采用不同的品牌沟通策略,以及将中国元素的真实内涵与品牌定位相结合的对策建议。
[Abstract]:This paper takes embedded Chinese elements in advertising design as the object of study. By discussing the characteristics of consumer cognition, this paper empirically tests the influence of embedded Chinese elements on consumers' cognition and behavior. The results show that the Chinese element embedded in the brand will affect the consumer response. In the case of high level of consumer cognitive demand and professional knowledge, the Chinese element has a significant impact on the consumer response; on the contrary, In the case of low level of cognitive demand and professional knowledge, embedding Chinese elements has no significant effect on consumer response. The conclusion provides an empirical basis for further understanding the role of native cultural elements in brand building. On this basis, the author proposes to strengthen the local cultural value of the brand, to build a strong brand with the help of specific cultural forces, and to adopt different brand communication strategies according to the differences of individual characteristics of consumers. As well as the real connotation of Chinese elements and brand positioning combined with the countermeasures.
【作者单位】：上海应用技术大学经济管理学院;
【基金】：国家社会科学基金项目“社会转型期企业慈善捐赠的驱动因素与调节效应研究”(项目编号:15BSH067) 上海应用技术大学人才引进项目“企业慈善捐赠的动力机制研究”(项目编号:YJ2014-16)
【分类号】：F273.2;F713.55

【相似文献】