B2B品牌形象建构的研究态势  

Research on B2B brand image building

作　　者：范定希[1,2] 

机构地区：[1]上海大学 [2]上海理工大学出版传播系

出　　处：《广告大观（理论版）》2015年第4期73-83,共11页Journal of Advertising Study

摘　　要：本论文是基于商业环境的变化、B2B品牌的特殊性及品牌形象的塑造成为企业竞争的重要因素等背景下进行的综述分析,研究的目的和意义在于三方面,一是有助于充分了解B2B品牌形象建立对于企业发展的重要性,二是有助于完善我国B2B企业品牌化的发展思路,三是有助于丰富B2B品牌形象构建的理论。本论文着眼于B2B品牌形象构建研究趋势,重点在B2B品牌定位研究、品牌传播研究及品牌管理研究方面进行了相关的研究文献综述。This paper is based on the changes in the business environment, the particularity of B2B brand and the build of brand image has become an important factor in the background of competition and other business factor, the purpose and significance of this study lies in three areas, one is to help fully understand B2B brand image building for the importance of enterprise development, and the second is to help improve our B2B brand development ideas,the third is to help enrich B2B brand image to build theory. This paper studies B2B brand image to build research trends, and organizes relevant literature review focusing on B2B brand positioning research, brand communication and brand management research.

关 键 词：B2B 品牌形象 品牌传播 

分 类 号：F713.8[经济管理—广告]