| 论“品牌传播” |
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| 引用本文： | 余明阳,舒咏平.论“品牌传播”[J].国际新闻界,2002(3). |
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| 作者姓名： | 余明阳 舒咏平 |
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| 作者单位： | 华中科技大学新闻与传播学院，华中科技大学新闻与传播学院 武汉，430074，武汉，430074 |
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| 摘 要： | “品牌”是传播的产物 ,品牌研究应定位于传播学 ,提出“品牌传播”概念并进行系统研究。其提出背景为 :世界市场制胜的关键是品牌传播 ,媒介的市场生存需服务于品牌传播 ,整合营销传播空前凸显品牌因素。而品牌传播的特点则为 :信息的聚合性 ,受众的目标性 ,媒介的多元化 ,操作的系统性。
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| 关 键 词： | 品牌 传播 品牌传播 |
About Brand Communication |
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| YU Ming-yang and SHU Yong-ping.About Brand Communication[J].Journal of International Communication,2002(3). |
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| Authors: | YU Ming-yang and SHU Yong-ping |
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| Abstract: | Brand is the result of communication.Studies on Brand should leg on the science of communication to raise the concept of Brand Communication and conduct systematic research.The background of raising the concept lies in:communication is the key factor for winning in the world market;the media needs to serve Brand Communication for its own survival;integrating marketing and communication showcases Brand.Brand Communication features with integration of information,objectivity of acceptors,diversification of media and systemization of operations. |
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| Keywords: | Brand communication brand communication |
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