文化-關(guān)系型品牌模型研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文文化關(guān)系型品牌模型研究姓名：陳小平申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：蘇勇2000.5.1塞垡二莖墨型曼壁堡型竺壅ABSTRACTWhenthewheelofthehistoryhasbeenquietlyneartothe21stcenturypeoplecanfindthatthemarketenvironmentchangesdramaticallyItisthefashionandthetrendint

2、hedevelopingoftheeconomicsthatproductsbeingparalleled，consumptionbeingpersonalized，competitionbeingglobalized，andcapitalbeingrestructuredandbrandedUnderthetrends，themarketcompetitiondailybecomesthecompetitionofbrandsPeop

3、lecometealizethatthemarketthemoreimportantthanthefactoryTheonlywaytoobtainthemarketshareistohaveapredominatedbrandCompetitionforbrandsignalsthematurityofthemarketcompetitionIndubitablywehavebeeninanageofbrandcompetitionN

4、evertheless，theunderstandingofthebranddoesnotbecomemoredistinctwiththearrivalofthebrandageAtpresent，thestudyofbrandmostlyfocusesonitsextensionpartsasproductmanagement，legalpropertyvalueevaluation，symbol，structure，etcThef

5、urtherprobeintoitsimpliedmeaning，thecoreofbrandtheoryhoweverisfarfromenoughThisdissertation，primarilybasedonthestudyofpredecessors，fromtheviewoftherelationshipbetweencultureandbrand，illustratesmyopinionsontheimpliedmeani

6、ngofbrandFirstlythedissertationanalyzestheinnercausesandthecharacteristicsofthebroadcompetitionageThenitdiscussestheexplanationforbrandfromexpertsinhistoryUponthis，IsetmymodelofCulture—RelationBrand，andillustratemyargume

7、ntation：theconnotationofthebrandiSculture，andthetargetofbrandisrelationSecondlythedissertation，accordingtothemodelmentioned，makesallexplorationofthekeyfactorsofabrand：thespiritualculture，thebehavioralculture，andthemeanin

8、gofbrandrelationSometheorymodelsandpracticaloperationpoliciesarealsogivenLastlythedissertationgivesabriefsummaryofthemainviewpointsandcoreconceptsmentioned，andraisesafewadvancedquestionsonthepresentstudyofbrandkeywords“B