公关视角下的贝因美公司品牌形象塑造研究
发布时间：2018-10-25 13:39
【摘要】：20世纪50年代,大卫·奥格威首次提出品牌形象概念,从此品牌形象就成为市场营销人员和品牌管理者关注的焦点。品牌形象被喻为企业最宝贵的无形资产和经营资源,也是企业在激烈的竞争中制胜获利的法宝,直接关系企业的品牌经营状况,关系企业生产的产品或服务是否会为消费者所接受,也关系着企业的成败。因此,企业品牌形象塑造具有十分重要的战略意义。 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的艺术。公共关系对于品牌形象塑造的意义在于：在新产品上市或新市场开拓时,宣传和推广品牌,以提高品牌知名度；在品牌已有定知名度时,拉近与消费者的距离,以提高品牌的亲和力和美誉度；在品牌发展过程中出现危机情况时,及时处理,以维护企业声誉和品牌形象。公关对品牌形象的塑造方面,很大程度上决胜于公共关系的投入、专业化和艺术性。本文以我国婴童行业的领先品牌贝因美公司为研究主体,通过对贝因美公司“育婴专家”品牌形象的塑造现状及问题的分析,从公共关系的角度论述企业如何利用公共关系塑造品牌形象,最后提出公关视角下的品牌形象塑造策略。希望本课题的研究会对我国企业公关实践及品牌形象的塑造有所借鉴。
[Abstract]:In the 1950s, David Ogilvy put forward the concept of brand image for the first time. Since then, brand image has become the focus of attention of marketers and brand managers. Brand image is regarded as the most precious intangible assets and management resources of enterprises, and it is also the magic weapon for enterprises to win profits in the fierce competition, which is directly related to the brand management status of enterprises. Whether the products or services produced by the enterprise will be accepted by consumers is also related to the success or failure of the enterprise. Therefore, the enterprise brand image molding has very important strategic significance. Marketing master Al Reese asserts that advertising is brand maintenance, public relations is brand building, and PR is the art of spreading brand to people's hearts. The significance of public relations in shaping brand image lies in the promotion and promotion of brand names when new products are on the market or when new markets are being developed, and the distance between public relations and consumers when brand awareness has been determined. In order to improve brand affinity and reputation, in the process of brand development crisis, timely handling, in order to maintain corporate reputation and brand image. Public relations to brand image shaping, to a large extent than the investment in public relations, specialization and artistry. This paper takes the leading brand of baby children industry in China as the main body of study, through the analysis of the current situation and problems of the brand image of "babysitter" in Beimei Company. From the perspective of public relations, this paper discusses how enterprises use public relations to create brand image, and finally puts forward the brand image shaping strategy from the perspective of public relations. I hope the research of this topic will be used for reference in the practice of public relations and brand image in our country.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F426.8
本文编号：2293856
[Abstract]:In the 1950s, David Ogilvy put forward the concept of brand image for the first time. Since then, brand image has become the focus of attention of marketers and brand managers. Brand image is regarded as the most precious intangible assets and management resources of enterprises, and it is also the magic weapon for enterprises to win profits in the fierce competition, which is directly related to the brand management status of enterprises. Whether the products or services produced by the enterprise will be accepted by consumers is also related to the success or failure of the enterprise. Therefore, the enterprise brand image molding has very important strategic significance. Marketing master Al Reese asserts that advertising is brand maintenance, public relations is brand building, and PR is the art of spreading brand to people's hearts. The significance of public relations in shaping brand image lies in the promotion and promotion of brand names when new products are on the market or when new markets are being developed, and the distance between public relations and consumers when brand awareness has been determined. In order to improve brand affinity and reputation, in the process of brand development crisis, timely handling, in order to maintain corporate reputation and brand image. Public relations to brand image shaping, to a large extent than the investment in public relations, specialization and artistry. This paper takes the leading brand of baby children industry in China as the main body of study, through the analysis of the current situation and problems of the brand image of "babysitter" in Beimei Company. From the perspective of public relations, this paper discusses how enterprises use public relations to create brand image, and finally puts forward the brand image shaping strategy from the perspective of public relations. I hope the research of this topic will be used for reference in the practice of public relations and brand image in our country.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F426.8
【引证文献】
相关期刊论文 前2条
1 朱自强;;红十字信誉危机分析与公关对策[J];才智;2015年16期
2 丁亚鸽;富永年;;公关视角下的品牌形象塑造——以贝因美为例[J];中外企业家;2012年07期
相关硕士学位论文 前3条
1 钟健文;广州BBL婴童用品公司营销战略研究[D];湖南农业大学;2015年
2 王晨;1号店微博营销的公共关系策略研究[D];西南大学;2013年
3 陈帆;宁波三生日用品有限公司公共关系管理研究[D];南昌大学;2012年
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