要素品牌化中的营销沟通策略初探  

The Investigate of Marketing Communication Strategy in Ingredient Branding

作　　者：杨柳怡 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2007年第3期34-39,共6页Journal of Advertising Study

摘　　要：本文从营销沟通策略的角度,结合文献资料的研究,对要素品牌化中的营销沟通策略进行了研究。要素品牌化的营销沟通与其他产品的营销传播的不同之处在于,其产品具有其他一般产品没有的独特性,其目标消费者有最终消费者和直接消费者——最终产品生产者两种。因此,要素品牌化的过程和实施也必然存在着其特殊性。从目前要素品牌化的研究现状可以看到,从上个世纪90年代要素品牌化的概念提出后,国外的学者们对于要素品牌化的概念进行了阐述,对要素品牌化的效果,尤其是对于消费者对品牌认知的效果进行了着重研究,取得了巨大的成果,对国外要素生产商们的实践活动提供了丰富的理论指导。但是,对于要素品牌化却始终没有进行系统地梳理。而国内这一领域的研究基本上还是空白,国内的要素生产商们在品牌化的意识上更是存在着巨大的欠缺。本文希望能够为要素产品企业开展营销沟通活动和后续研究提供参考。Taking the perspective of marketing communication strategy, the thesis mainly focused on the marketing communication strategy in ingredient branding usingthe methods of literature review.The marketing communication strategy in ingredient branding is different when it is applied to other products. What make it uniqueare the ingredient products it relies on and its target audience, which is divided into end consumers and business consumers, the final product manufacturers. Owing tothis uniqueness, the ingredient marketing communication strategy therefore bears quite different characteristics.Since its foundation in the 1990’s, foreign scholarshave already explained the concept of ingredient branding and made achievements on the effect of ingredient marketing, especially on the effects on the consumers’reception, thereby providing the theoretical guidance for practices in the industry. However, ingredient branding has not been systematically sorted out. What is more,domestic research in this area has not been deeply explored. Also, the domestic ingredient product manufacturers still have not realized the importance of its brandingstrategy. In this way, this thesis intends to fill in the gap from academic perspective and provides theoretical ground for those industrial players.

关 键 词：要素品牌化 营销沟通 整合营销沟通 

分 类 号：F713.8[经济管理—广告]