品牌叙事理论研究：品牌故事的建构和传播
发布时间：2018-08-01 11:27
【摘要】：如今,讲故事(storytelling)已经成为营销领域关注的新兴话题之一,一些学者和企业都发现故事确实是塑造品牌的有效手段,但企业如何通过叙事来塑造品牌这一问题却仍然缺乏系统性研究。本文综合整理叙事理论、故事管理和塑造品牌等三方面的研究文献,基于对叙事理论成熟研究成果的归纳和提炼,系统建构了“讲故事塑品牌”的理论框架,通过对可口可乐等品牌叙事实践的多案例研究,系统地分析和研究了企业如何“讲故事塑品牌”的问题,对基于理论推导出来的“讲故事塑品牌”理论框架进行了验证、丰富和修订,最终得出了“品牌叙事理论框架”,它包括2大层面、6个维度的17项内容。该框架表明企业如果要成功的通过品牌叙事来达成塑造品牌的目的,必须从两方面努力：(1)为品牌创造一个主题积极,题材恰当,角色合适,情节突出,且内容包含真实、承诺、共识和情感四大要素的品牌故事；(2)围绕“一个核心”的品牌主张,简单有力又意味深长,结合品牌所处发展阶段来整合多种多样的途径、方式和渠道传播品牌故事。 本文共有绪论、理论发展和案例研究和结论四大部分共计六章。其中,绪论为第一章,主要阐述本文的背景、选题意义、研究目的及其问题。理论发展部分包括第二、三章,在对品牌与叙事等现有文献进行梳理和分析的基础上,提出了本文的视角和理论框架。第四章和第五章是第三部分,即案例研究部分,详细地介绍了案例研究的方法和分析结果。第四部分为第六章,总结了全文的研究结论及其理论意义和实践意义,并进一步指出了本文的局限和未来研究方向。 各章具体概要如下： 第一章为导论。导论部分首先阐述了论文的研究背景和选题意义。品牌叙事已经成为营销学界的新热点,国内外许多企业都开始积极探索如何通过讲故事来塑品牌的品牌实践。事实也证明,众多经久不衰的传奇品牌都是品牌叙事的高手。叙事理论和故事管理学派的大量研究成果也均表明了叙事是塑造品牌的有效手段之一,但对“如何通过讲故事来塑品牌这一问题”却缺乏系统和整合的研究,中国企业在品牌叙事的整合战略和具体战术方面尚缺经验。在此基础上本文明确提出了研究的目的、方法以及研究框架,即综合整理叙事理论、故事管理和塑造品牌等三方面的研究文献,系统建构“讲故事塑品牌”的理论框架,然后通过多案例研究进行验证和完善。 第二章是文献综述。本章回顾了与本文相关的重要概念的国内外文献。主要有叙事、故事、品牌塑造和品牌叙事等概念的整理和总结,还有叙事与沟通、叙事与营销、讲故事与塑品牌之间关系的梳理和分析。 第三章是理论建构。在文献综述的基础上,本章提出了“讲故事塑品牌”的框架,认为品牌叙事理论框架应该由构建品牌故事和传播品牌故事两大部分构成,其中品牌故事构建部分下又包含故事主题、品牌内容两大构面内容,品牌故事传播部分下又包含一致性、差异性、简洁性和整合性四大构面内容。 第四章为研究方法。该章介绍了研究采用的为多案例分析方法及采用该方法的理由,还确定了案例研究时需要具体分析的17个问题,并对案例资料的样本选择过程及结果、资料收集情况及结果、案例分析数据方法均进行了阐释。 第五章为案例分析。该章基于对所有数据的编码框架,将可口可乐、海尔、李宁、奔驰、茅台、黄鹤楼1916、路易·威登、同仁堂、星巴克和达芙妮这10戈案例品牌的品牌叙事策略与消费者感受对接起来进行详细分析,发现了各品牌通过故事来塑造、传播品牌的丰富策略内容和成功效果,并围绕表8中的两大问题6大维度下的17个具体问题对这些案例进行讨论,归纳了相应的研究结论并陈述了有价值的发现。 第六章是结论与讨论。在前述理论建构与案例分析的基础上,本章总结得出了“品牌叙事理论框架”。该框架是本文最为重要的理论贡献,也是构建系统性企业品牌叙事理论的尝试,对于此领域理论以后的发展有一定的借鉴意义。本文的理论贡献还表现在丰富了品牌故事建构的研究和品牌传播的研究。本文为企业经营管理实践也提供了启示：首先,揭示了品牌叙事是企业塑造品牌的有效途径；其次,本文总结出了企业在进行品牌叙事实践策略的九大成功要素。 总之,本文对叙事理论、故事管理和品牌塑造三大领域的相关理论和文献进行了梳理,采用规范性案例研究方法,以可口可乐、海尔等中外知名品牌为案例研究对象,系统性地构建了企业如何讲故事塑品牌的“品牌叙事理论框架”。
[Abstract]:Nowadays, storytelling has become one of the new topics of attention in the field of marketing. Some scholars and enterprises have found that stories are the effective means to create brand, but the problem of how to shape brand through narrative is still lack of systematic research. This article collate narrative theory, story management and brand building. In the three aspects of the research literature, based on the induction and refinement of the mature research results of the narrative theory, the theoretical framework of "story telling brand" is systematically constructed. Through the multi case study of Coca-Cola and other brand narrative practices, the problem of how to "tell story brand brand" is systematically analyzed and studied, and the theory is derived from the theory. The theoretical framework of "story telling brand" is verified, enriched and revised, and finally comes out the "brand narrative theory framework", which includes 2 major levels and 6 dimensions of 17 contents. The framework shows that if the enterprise is to succeed in the brand narrative to achieve the purpose of shaping the brand, it must be made from two aspects: (1) to create a brand for the brand. A theme is positive, the subject is appropriate, the role is appropriate, the plot is prominent, and the content contains the brand story of four elements of real, commitment, consensus and emotion; (2) the brand proposition surrounding "one core" is simple and powerful and meaningful, combining the development stage of the brand to integrate a variety of ways, ways and channels to disseminate the brand story.
This article has a total of four parts, including the introduction, the theoretical development and the case study and the conclusion of the six chapters. The introduction is the first chapter, which mainly expounds the background, the significance of the topic, the purpose and the problems. The theoretical development part includes second, third chapters. On the basis of combing and analyzing the existing literature of brand and narration, this paper puts forward the article The fourth chapter and the fifth chapter are the third part, the case study part, which detailedly introduces the methods and results of case study. The fourth part is the sixth chapter, and summarizes the conclusions and theoretical significance and practical significance of the full text, and further points out the limitations of this paper and the future research direction.
The detailed summaries of the chapters are as follows:
The first chapter is the introduction. The introduction first expounds the research background and the significance of the topic. Brand narrative has become a new hot spot in the marketing field. Many enterprises both at home and abroad are beginning to explore how to build brand brand practice through storytelling. A large number of research achievements of narrative theory and story management school also show that narrative is one of the effective means to create brand, but it lacks systematic and integrated research on "how to create a brand through storytelling". Chinese enterprises are still short of experience in the integration strategy and specific tactics of brand narrative. The aim, method and framework of the study are put forward, namely, the research literature of three aspects, including narrative theory, story management and brand building. The theoretical framework of "story telling brand" is systematically constructed and then verified and perfected through multiple case studies.
The second chapter is a literature review. This chapter reviews the domestic and foreign literature of the important concepts related to this article. It mainly includes the arrangement and summary of the concepts such as narrative, story, branding and brand narrative, and narration and communication, narration and marketing, and the combing and analysis of the relationship between story telling and brand brand.
The third chapter is the theoretical construction. On the basis of the literature review, this chapter puts forward the framework of "story telling brand". It holds that the brand narrative theory framework should be composed of two parts of the brand story and the spread brand story, in which the brand story consists of the story theme, the brand content, the brand story, the brand story, and the brand story. The communication part also includes four aspects: consistency, difference, conciseness and integration.
The fourth chapter is the research method. This chapter introduces the multi case analysis method and the reason for the use of the method. It also defines 17 problems that need to be analyzed in the case study, and explains the sample selection process and results, the data collection and results, and the analysis data methods of case cases.
The fifth chapter is a case analysis. Based on the coding framework of all data, this chapter analyzes the brand narrative strategies of Coca-Cola, Haier, Lining, Mercedes, Moutai, Yellow Crane Tower 1916, LV, Tongren hall, Starbucks and Daphne, the brand narrative strategy of the 10 Ge brand and consumers' feelings, and finds that each brand is built through the story. In order to disseminate the rich strategy content and the success effect of the brand, this paper discusses the 17 specific issues under the 6 dimensions of the two major issues in Table 8, summarizes the corresponding research conclusions and states the valuable findings.
The sixth chapter is the conclusion and discussion. On the basis of the previous theoretical construction and case analysis, this chapter summarizes the "brand narrative theory framework". This framework is the most important theoretical contribution of this article, and is also an attempt to build a systematic enterprise brand narrative theory. This paper has a certain reference for the development of the theory in this field. The theoretical contribution also enriches the research of brand story construction and the research of brand communication. This paper also provides inspiration for enterprise management practice. First, it reveals that brand narrative is an effective way for enterprise to shape brand. Secondly, this paper summarizes nine successful elements of the enterprise's brand narrative practice strategy.
In a word, this paper combs the theory and literature of the three fields of narrative theory, story management and brand shaping, and uses the normative case study method, taking Coca-Cola, Haier and other well-known brands as the case study, and systematically constructs the "brand narrative theory framework" of how to tell the story and plastic brand of the enterprise.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F273.2
本文编号：2157432
[Abstract]:Nowadays, storytelling has become one of the new topics of attention in the field of marketing. Some scholars and enterprises have found that stories are the effective means to create brand, but the problem of how to shape brand through narrative is still lack of systematic research. This article collate narrative theory, story management and brand building. In the three aspects of the research literature, based on the induction and refinement of the mature research results of the narrative theory, the theoretical framework of "story telling brand" is systematically constructed. Through the multi case study of Coca-Cola and other brand narrative practices, the problem of how to "tell story brand brand" is systematically analyzed and studied, and the theory is derived from the theory. The theoretical framework of "story telling brand" is verified, enriched and revised, and finally comes out the "brand narrative theory framework", which includes 2 major levels and 6 dimensions of 17 contents. The framework shows that if the enterprise is to succeed in the brand narrative to achieve the purpose of shaping the brand, it must be made from two aspects: (1) to create a brand for the brand. A theme is positive, the subject is appropriate, the role is appropriate, the plot is prominent, and the content contains the brand story of four elements of real, commitment, consensus and emotion; (2) the brand proposition surrounding "one core" is simple and powerful and meaningful, combining the development stage of the brand to integrate a variety of ways, ways and channels to disseminate the brand story.
This article has a total of four parts, including the introduction, the theoretical development and the case study and the conclusion of the six chapters. The introduction is the first chapter, which mainly expounds the background, the significance of the topic, the purpose and the problems. The theoretical development part includes second, third chapters. On the basis of combing and analyzing the existing literature of brand and narration, this paper puts forward the article The fourth chapter and the fifth chapter are the third part, the case study part, which detailedly introduces the methods and results of case study. The fourth part is the sixth chapter, and summarizes the conclusions and theoretical significance and practical significance of the full text, and further points out the limitations of this paper and the future research direction.
The detailed summaries of the chapters are as follows:
The first chapter is the introduction. The introduction first expounds the research background and the significance of the topic. Brand narrative has become a new hot spot in the marketing field. Many enterprises both at home and abroad are beginning to explore how to build brand brand practice through storytelling. A large number of research achievements of narrative theory and story management school also show that narrative is one of the effective means to create brand, but it lacks systematic and integrated research on "how to create a brand through storytelling". Chinese enterprises are still short of experience in the integration strategy and specific tactics of brand narrative. The aim, method and framework of the study are put forward, namely, the research literature of three aspects, including narrative theory, story management and brand building. The theoretical framework of "story telling brand" is systematically constructed and then verified and perfected through multiple case studies.
The second chapter is a literature review. This chapter reviews the domestic and foreign literature of the important concepts related to this article. It mainly includes the arrangement and summary of the concepts such as narrative, story, branding and brand narrative, and narration and communication, narration and marketing, and the combing and analysis of the relationship between story telling and brand brand.
The third chapter is the theoretical construction. On the basis of the literature review, this chapter puts forward the framework of "story telling brand". It holds that the brand narrative theory framework should be composed of two parts of the brand story and the spread brand story, in which the brand story consists of the story theme, the brand content, the brand story, the brand story, and the brand story. The communication part also includes four aspects: consistency, difference, conciseness and integration.
The fourth chapter is the research method. This chapter introduces the multi case analysis method and the reason for the use of the method. It also defines 17 problems that need to be analyzed in the case study, and explains the sample selection process and results, the data collection and results, and the analysis data methods of case cases.
The fifth chapter is a case analysis. Based on the coding framework of all data, this chapter analyzes the brand narrative strategies of Coca-Cola, Haier, Lining, Mercedes, Moutai, Yellow Crane Tower 1916, LV, Tongren hall, Starbucks and Daphne, the brand narrative strategy of the 10 Ge brand and consumers' feelings, and finds that each brand is built through the story. In order to disseminate the rich strategy content and the success effect of the brand, this paper discusses the 17 specific issues under the 6 dimensions of the two major issues in Table 8, summarizes the corresponding research conclusions and states the valuable findings.
The sixth chapter is the conclusion and discussion. On the basis of the previous theoretical construction and case analysis, this chapter summarizes the "brand narrative theory framework". This framework is the most important theoretical contribution of this article, and is also an attempt to build a systematic enterprise brand narrative theory. This paper has a certain reference for the development of the theory in this field. The theoretical contribution also enriches the research of brand story construction and the research of brand communication. This paper also provides inspiration for enterprise management practice. First, it reveals that brand narrative is an effective way for enterprise to shape brand. Secondly, this paper summarizes nine successful elements of the enterprise's brand narrative practice strategy.
In a word, this paper combs the theory and literature of the three fields of narrative theory, story management and brand shaping, and uses the normative case study method, taking Coca-Cola, Haier and other well-known brands as the case study, and systematically constructs the "brand narrative theory framework" of how to tell the story and plastic brand of the enterprise.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前1条
1 付春龙;企业创业导向与顾客承诺的关系研究[D];浙江大学;2013年
，本文编号：2157432
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