【作者】 杨超；

【导师】 杨先顺；

【作者基本信息】 暨南大学 ， 新闻学， 2004， 硕士

【摘要】 在产品高度同质化，消费形态日益个性化，消费观念和消费方式越来越感性化的营销背景之下，为品牌塑造鲜明的人格化特征已经成为商家进行品牌传播和区隔、沟通消费者的决胜武器。但国内真正对此进行系统而科学论述的著作和专文并不多见。本文比较系统地从文化和传播的角度对品牌个性的维度、策略实施进行了中外比较，并对品牌个性的结构、形成、发展、传播机制等进行了探讨，最后提出关于中国本土企业品牌个性营建的建议和对策。 比较研究表明，中外品牌个性既存在着共性的一面，也存在着独特性的一面。中国本土品牌在策略实施上，比如时间管理、个性元素、品牌关系等方面，与国际品牌还存在着相当大的差距。中国本土企业应该从战略管理的高度、全程跟踪的长度、全球文化的宽度、整合营销的深度四个方面着力，走一条中国特色的品牌个性之路。更多还原

【Abstract】 Products become more and more homogeneity, consumption form turns more and more personality, consumption concept and manner get more and more sensibility. Thus vivid brand anthropomorphize characteristic has become one effective weapon merchants use to differentiate brand and communicate consumers in such a marketing background. But people have studied it less. This paper studies and compares dimensionality and strategy of the brand personality at home and abroad from the angle of culture and communication. Also, this paper researches the configuration, form, development, communication mechanism of brand characteristic and bring forward some advice and countermeasures about brand characteristic.The study shows the brand characteristic at home and abroad is both uniform and inimitable. There is a big gap between the brand in China and international brand about strategies, such as time management, personality element, and brand relation. Enterprises in China should have their own brand personality from lots of aspects, such as tactic management, 24 hours track, global culture and conformity marketing.更多还原