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Jingdong book

区域经济重点学科系列丛书·网络营销系列丛书·区域品牌营销：基于网络环境的研究

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Jingdong book

区域经济重点学科系列丛书·网络营销系列丛书·区域品牌营销：基于网络环境的研究

Name: 区域经济重点学科系列丛书·网络营销系列丛书·区域品牌营销：基于网络环境的研究
Brand: Jingdong book
SKU: 3110199331
Price: 42.13 USD
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《区域经济重点学科系列丛书·网络营销系列丛书·区域品牌营销：基于网络环境的研究》将区域品牌的研究角度转向目标市场和消费者，结合中国现状，重点关注中华老字号品牌的产业化复兴和老字号品牌的网络传播机制，特别聚焦于老字号区域品牌的网络传播以及老字号品牌的保护与开发。把中华老字号品牌面临的现实问题与网络传播理论密切结合，在研究中综合利用数据挖掘、网络实验和问卷调查等方法，得出能解决“老”问题的“新”理论。

Author Description

张晓飞，（1973-），男，辽宁抚顺人，东北大学副教授，研究生导师，大连工大学博士后。1996年大学毕业后先后在大型钢铁企业和著名管理咨询公司从事技术管理与管理咨询工作，2002年至今…直从事管理研究和咨询工作，主要研究领域为网络与品牌营销及社会心理学，主要咨询领域为人力资源管理与市场调研分析，迄今已发表国内外核心期刊文章30于篇，出版专著2部，并为30余家企业和政府部门提供过管理咨询及培训。继往开来，静心潜思，将始终致力于结合中国企业特征的管理研究与咨询（主编，第一部分及统稿）。

Catalogue

第一篇区域品牌与企业品牌基础理论
第一章绪论
第一节区域品牌的基本概念与特性
一、区域品牌的基本概念
二、区域品牌的特性
第二节区域品牌的价值及影响因素
一、区域品牌的价值
二、区域名牌形成的影响因素
第二章区域品牌的主要研究角度与理论
第一节区域品牌的研究
一、当前区域品牌的研究内容
二、本书具体研究内容
三、研究思路与框架
四、研究目标
第二节研究评价与分析
一、对以往区域品牌研究的评价
二、区域品牌深入研究的意义
第三章区域品牌与企业品牌
第一节区域品牌与企业品牌的区别与联系
第二节区域品牌与企业品牌网络互动传播的必然性
第三节区域品牌与企业品牌网络互动传播的研究意义
第四章产业集群
第一节产业集群理论
一、产业集群理论依据
二、产业集群的概念
第二节产业集群的发展
一、产业集群的存在依据
二、产业集群对区域发展的作用
三、产业集群对产业竞争力的影响

第二篇区域品牌与企业品牌网络互动传播研究
第五章绪论
第一节问题的提出
第二节研究背景和意义
一、研究背景
二、研究意义
第三节研究目的和思路
一、研究目的
二、研究思路
第四节研究内容、方法和创新点
一、研究内容
二、研究方法
三、研究创新点
第六章文献综述与相关理论概述
第一节国外研究综述
第二节国内研究综述
第三节网络互动传播模式综述
一、马莱兹克的系统模式
二、邵培仁的整体互动模式
……
第三篇中华老字号品牌网络传播研究专题
第四篇国内地方特色品牌经营策略实证研究

Book Abstract

其次，风俗对品牌产生影响。品牌对于消费者的意义不仅仅是产品质量、性能等使用价值的满足，还包含着对人生态度、世界观、审美观等精神、文化象征的追求。随着生活水平的日益富足，消费者在生理性需求得到满足后，必然寻求更高层次心理性需求的满足。从品牌的角度来说，品牌的内涵就是对隐含于传统文化中的道德规范、群体认同等社会共同价值观的追求。“同仁堂”的“同修仁德，济世养生”，“全聚德”的“全而无缺、聚而不散、仁德至上”，“瑞蚨祥”的“祥瑞、吉祥”与“至诚至上、货真价实、言不二价、童叟无欺”……不仅仅是老字号品牌对产品品质的追求和承诺，更是对“仁”、“德”、“聚”、“祥”等传统文化内涵与价值观的追求，是品牌与消费者及整个社会系统的亲密链接。
最后，传统风俗深刻影响着企业的品牌传播。丰富多彩的传统文化成果和风俗文化内涵、价值观在各方面，有形无形地影响品牌广告的传播方式、表现形式及诉求内容。如吉祥文化（沈利华，2010）（福、禄、寿、喜、财、吉）的内涵就提供了大量具有独特审美意念和深厚文化寓意的广告创作素材，并指导着品牌Logo和产品包装的设计；广告文案内容与形式受语言习俗、俗文学（肖建春，2002）的影响和制约，并与国画、书法等艺术形式相融合；广告背景音乐借助戏剧等传统乐曲；背景色彩使用体现“喜庆、吉祥、富贵”意念的红色、黄色；最普遍的是对传统风俗中喜乐、节庆元素的应用，以欢乐、祥和、喜庆、团圆的意境打动受众。
另外，风俗通过对品牌传播受众心理的影响而对品牌传播效果产生影响。消费者（受众）对信息的处理要经历一个接触、关注、解释和记忆的感知或知觉过程，而这一知觉过程又带有选择性。即个体并非被动接受感官信息，相反，消费者决定接收他们所接触到的信息及如何理解这些信息的意思（迈克尔.R.所罗门，2009）。就品牌传播而言，由于个体的行为受到所在群体归属关系、群体利益及规范的制约（郭庆光，1999），受众在接触到海量的品牌传播信息时，就会不自觉地受所在群体文化规范的影响，表现在个体生理知觉上，即为选择性的展露、注意、理解和记忆。因而受众更容易注意到那些与所在群体风俗、文化相关联的品牌信息元素，记忆那些同自己价值观念相吻合的信息，回避、摒弃违背社会规范、风俗文化的观点。因而品牌广告传播活动要囿于传统风俗文化的局限。
……

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