摘 要
品牌在现代市场竞争中扮演着至关重要的角色，品牌形象塑造成为品牌管理的核心内容。随着市场环境日益复杂多变，消费者需求趋向个性化、多元化，传统形象塑造方式面临诸多挑战，深入探究品牌管理中的形象塑造问题及对策具有重要意义。本研究旨在分析品牌管理中形象塑造存在的问题并提出有效对策，以提升品牌形象塑造效果。通过文献研究法梳理相关理论成果，运用案例分析法剖析典型品牌在形象塑造方面的成功与失败之处，并借助问卷调查法获取消费者对品牌形象的认知情况等一手资料。研究发现，当前品牌管理中形象塑造存在定位模糊、传播渠道单一、缺乏文化内涵等问题。针对上述问题提出构建精准的品牌定位体系、整合多元化的传播渠道、挖掘品牌文化内涵等对策。本研究创新性地将消费者认知纳入品牌管理视角下形象塑造的研究框架之中，为品牌管理者提供更具针对性和可操作性的建议，有助于推动品牌形象塑造理论与实践的发展。
关键词：品牌形象塑造 品牌定位 传播渠道
Abstract
Brand plays a pivotal role in modern market competition, making brand image construction a core component of brand management. As the market environment becomes increasingly complex and volatile, consumer demands are trending towards personalization and diversification, posing numerous challenges to traditional image construction methods. It is therefore significant to delve into the issues and countermeasures concerning image construction within brand management. This study aims to analyze the existing problems in image construction within brand management and propose effective strategies to enhance the effectiveness of brand image construction. By employing literature review to organize relevant theoretical achievements, case analysis to dissect the successes and failures of typical brands in image construction, and questionnaire surveys to obtain firsthand data on consumers’ perceptions of brand images, this study finds that current brand management practices in image construction suffer from issues such as vague positioning.To address these issues, this study proposes establishing a precise brand positioning system, integrating diversified communication channels, and exploring the cultural connotations of brands. Innovatively, this research incorporates consumer perception into the research fr amework of image construction under the perspective of brand management, providing more targeted and operational suggestions for brand managers, which contributes to the development of both theory and practice in brand image construction.
Brand plays a pivotal role in modern market competition, making brand image construction a core component of brand management. As the market environment becomes increasingly complex and volatile, consumer demands are trending towards personalization and diversification, posing numerous challenges to traditional image construction methods. It is therefore significant to delve into the issues and countermeasures concerning image construction within brand management. This study aims to analyze the existing problems in image construction within brand management and propose effective strategies to enhance the effectiveness of brand image construction. By employing literature review to organize relevant theoretical achievements, case analysis to dissect the successes and failures of typical brands in image construction, and questionnaire surveys to obtain firsthand data on consumers’ perceptions of brand images, this study finds that current brand management practices in image construction suffer from issues such as vague positioning, single communication channels, and lack of cultural connotations. To address these issues, this study proposes establishing a precise brand positioning system, integrating diversified communication channels, and exploring the cultural connotations of brands. Innovatively, this research incorporates consumer perception into the research fr amework of image construction under the perspective of brand management, providing more targeted and operational suggestions for brand managers, which contributes to the development of both theory and practice in brand image construction.
Keyword:Brand Image Shaping Brand Positioning Communication Channels
目 录
引言 1
1品牌形象塑造的理论基础 1
1.1品牌形象的定义与内涵 1
1.2品牌形象塑造的核心要素 2
1.3理论框架与研究意义 2
2品牌形象塑造中的问题分析 3
2.1市场环境变化的影响 3
2.2消费者认知偏差的问题 3
2.3传播渠道多样化的挑战 4
3品牌形象塑造的关键策略 4
3.1品牌定位与价值传递 4
3.2多元化传播手段的应用 5
3.3情感营销与品牌忠诚度 5
4品牌形象塑造的实施路径 6
4.1内部管理与企业文化 6
4.2社会责任与公众形象 7
4.3危机管理与形象修复 7
结论 8
参考文献 9
致谢 10
