让品牌慢慢长大——改革开放以来中国品牌传播发展回顾  

Let the Brand Grow Gradually A Review of the Development of Brand Communication Since the Reform and Opening in China

作　　者：罗志超[1] 陈培爱[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第21期45-51,共7页Modern Advertising

摘　　要：通过系统回顾改革开放以来中国品牌传播的发展概况，将30多年的品牌传播发展划分为三个阶段：启蒙摸索期（1979—1990年）、快速发展期（1991—2003年）和成熟创新期（2004年至今），并从对品牌资产的认识和对传播手段的运用两个维度，分别归纳三个阶段的主要特征，同时概括每一阶段品牌传播发展的重大事件。最后，对我国品牌历史进程的基本特点进行总结。Based on the Systematic review of the Development Situation of Brand Communication since the reform and opening in China, the thesis divides its developing process for more than three decades into three stages： the enlightenment and groping stage（1979-1990）the fast developing stage（1991-2003） and the mature and innovated stage（2007-2014）.Taking the understanding of brand equity and the application of means as two research dimensions, the thesis induces the main characteristics of each stage, and summarizes important events of brand communication development in each stage. Finally, it summarizes the basic characteristics of the historical process of brand communication in our country.

关 键 词：品牌传播 中国品牌史 发展阶段 

分 类 号：F713.8[经济管理—广告]