摘要
随着市场竞争日益激烈，品牌差异化成为企业提升市场竞争力的核心策略之一，而广告创意作为塑造品牌形象和传递品牌价值的重要手段，在品牌差异化战略中扮演着关键角色。本研究旨在探讨广告创意与品牌差异化战略之间的内在关系及其对消费者认知和品牌忠诚度的影响。通过系统文献回顾与理论分析，结合定量与定性相结合的研究方法，本研究选取了多个行业中的典型品牌案例，采用问卷调查、深度访谈及内容分析等手段收集数据，并运用结构方程模型进行实证分析。结果表明，广告创意的原创性、相关性和震撼力显著影响消费者对品牌差异化感知的程度，进而增强品牌的市场竞争力。此外，研究发现广告创意与品牌定位的一致性是实现品牌差异化效果的关键因素之一。本研究的创新点在于首次将广告创意的多维度特征与品牌差异化战略的效果机制相联系，并提出了一个整合性的理论框架，为企业的广告策划与品牌管理提供了实践指导。主要贡献体现在深化了广告学与品牌管理领域的交叉研究，为企业制定更有效的品牌差异化战略提供了科学依据。
关键词：广告创意；品牌差异化；消费者认知；品牌忠诚度；结构方程模型
Abstract
As market competition becomes increasingly intense, brand differentiation has emerged as one of the core strategies for enterprises to enhance their market competitiveness, with advertising creativity serving as a crucial means to shape brand image and convey brand value. This study aims to explore the intrinsic relationship between advertising creativity and brand differentiation strategy, as well as their impact on consumer perception and brand loyalty. Through a systematic literature review and theoretical analysis, combined with mixed research methods of quantitative and qualitative approaches, this study selects typical brand cases from multiple industries, employing data collection methods such as questionnaires, in-depth interviews, and content analysis, while utilizing structural equation modeling for empirical analysis. The results indicate that the originality, relevance, and impact of advertising creativity significantly influence the degree to which consumers perceive brand differentiation, thereby strengthening brand market competitiveness. Moreover, the study finds that the consistency between advertising creativity and brand positioning is one of the key factors in achieving effective brand differentiation. The innovation of this study lies in its pioneering linkage of the multi-dimensional characteristics of advertising creativity with the effectiveness mechanism of brand differentiation strategy, proposing an integrative theoretical fr amework that provides practical guidance for corporate advertising planning and brand management. The primary contributions are reflected in the deepened interdisciplinary research between advertising science and brand management, offering scientific evidence for enterprises to develop more effective brand differentiation strategies.
Keywords：Advertising Creativity; Brand Differentiation; Consumer Perception; Brand Loyalty; Structural Equation Model
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告创意与品牌差异化战略的研究背景 1
(二) 研究广告创意与品牌差异化战略的意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与创新点 2
二、广告创意对品牌差异化的影响机制 2
(一) 广告创意的核心要素解析 2
(二) 品牌差异化战略的基本内涵 3
(三) 广告创意如何塑造品牌独特性 3
(四) 广告创意与品牌差异化的关系模型 4
三、品牌差异化战略对广告创意的需求分析 5
(一) 品牌差异化战略的实施路径 5
(二) 广告创意在差异化战略中的角色定位 5
(三) 不同类型品牌对广告创意的具体需求 6
(四) 广告创意与品牌差异化战略的协同效应 6
四、广告创意与品牌差异化战略的实践案例研究 7
(一) 案例选择与研究方法 7
(二) 成功案例中广告创意的作用分析 7
(三) 失败案例中广告创意的问题探讨 8
(四) 实践经验对理论的反馈与优化 8
结 论 10
参考文献 11
