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品牌形象一般而言是指市场经济领域的产品、服务或者企业组织的形象。但随着社会营销和国家营销观念的提出,非市场领域的社会领域和国家领域的品牌也开始提出和盛行。本文的品牌形象特指市场经济领域以建立品牌关系塑造品牌形象为目标的市场营利性组织通过传播沟通行为构建的形象。所谓品牌形象传播,是指以品牌信誉在消费者和公众心目中构建为目标,以包含产品品质、服务满足、广告、公共关系、营销对话在内的互动沟通为手段的现代主体性传播实践活
Brand image generally refers to the image of a product, service or business organization in the field of market economy. However, with the social marketing and the concept of national marketing put forward, the non-market sectors of the social field and the national brand has also begun to put forward and prevail. This article’s brand image refers to the market economy in the field of brand building to establish a brand image as the goal of the market-based organizations through the dissemination of communication and communication behavior of the image. The so-called brand image transmission refers to the brand reputation in the minds of consumers and the public to build as the goal, including product quality, service satisfaction, advertising, public relations, marketing dialogue, including the interaction of communication as a means of modern subjective practice of living