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伴随着市场经济模式的根本改变,商业传播的方式、策略等也发生着质的变化。当然,最具冲击力的,应该是它对社会的消费文化、消费理念以及企业的经营理念、服务理念等社会层面和文化层面上的巨大影响。因此,如何通过不同类型的品牌代言人提升品牌资产成为了学术界和企业界关注的一个焦点。为此,通过对“90后”在校大学生进行调查,针对实证研究结论,最终提出适应“90后”在校大学生群体的品牌代言传播策略建议。
With the fundamental changes in the market economy model, commercial communication methods and strategies have also undergone a qualitative change. Of course, the most impact should be its social and consumer culture, consumer philosophy and business philosophy, service concept and other social and cultural aspects of the great impact. Therefore, how to promote brand equity through different types of brand ambassadors has become a focus of attention of academia and business. Therefore, through the investigation of college students after 90s, aiming at the conclusion of empirical research, the paper puts forward some suggestions on how to adapt to the spread of brand endorsement of “90s” college students.