密 级： 学校代码：10075 分类号： 学 号：20090689 文学硕士学位论文 长城汽车的品牌公关研究 学位申请人 ：李南岐 指 导 教 师 ：张雅明 教授 学 位 级 别 ：文学硕士 学 科 专 业 ：传播学 授 予 单 位 ：河北大学 答 辩 时 间 ：二〇一二年六月ClassifiedIndex: CODE:10075 U.D.C: NO:20090689 A Dissertation for the Degree of M.Arts The Study of Great Wall Motor’s brand PR Candidate: Li Nanqi Supervisor: Zhang Yaming Academic Degree Applied for: Master of Arts Specialty: Communication University: Hebei University Date of Oral Examination: June, 2012 摘 要 I摘 要 传播学自 20 世纪 80 年代引入中国以来，其研究对象愈发呈现兼容并包的态势。
宏观层面，国家战略形象传播方兴未艾；中观层面，以企业为核心的品牌传播成为重要组成部分；微观层面，微博等新型互动媒体的崛起，丰富了人际传播的内涵对于处在转型期的中国而言，本土企业缺少相关品牌运作经验，无法进行高效、精准的品牌传播是不争的事实因此，中观层面的企业品牌传播显得至关重要 以长城汽车的品牌传播为样本，本文采用内容分析与案例研究的方法，主要从传播学、品牌学和营销学三个角度，对该企业的品牌创建、品牌传播策略与品牌维护三个方面进行分析、比较，并提出借鉴性建议首先从品牌创建的主体入手，分析长城的品牌传播主体及其职能划分， 研究其传播内容的创新性； 再者， 通过对长城品牌活动的总结，表明其品牌传播策略取向；最后，以长城危机管理机制为对象，探讨品牌维护对企业的重要作用 本文首次系统的、综合性的对一家中国本土汽车企业进行品牌研究其创新之处在于指出车企在进行品牌推广时，要正确拿捏好品牌与产品两个层面的分寸；重视品牌活动的聚焦作用，兼顾借势传播与自创运营；合理利用时机将企业危机转为机遇 关键词 传播 品牌公关 长城汽车 Abstract IIAbstract The study of Communication was introduced into China in the 1980s, its object of study is increasingly showing the inclusive trend. The macro level, national strategies image spread in the ascendant. The meso level, enterprises image become the core of the brand communication . The micro-level,with the rise of microblogging and other new interactive media, they enrich the connotation of interpersonal communication. During the period of transformation, local enterprises lack experience in brand operation and can not communication brand efficiently. Therefore, the meso level of corporate brand communications is critical. This Paper uses Great Wall Motor's brand communication as sample, by content analysis and case study approach. It researchs Great Wall Motor's brand creation strategy and crisis public relations from the of view communication brand subject and marketing. First of all ,outlining the main body of the Great Wall Motors brand communication and its functions divided. Secondly, by summarizing Brand activity it reveals enterprise 's Strategic objectives.At last ,focusing on Great Wall crisis management , this paper explores the brand to maintain’s role in the enterprise. This is the first systematic and comprehensive brand study of a local Chinese auto companies.The innovation lies in that Auto companies must measure the brand and product properly during promoting brand. Emphasizing on the focus effect of the brand activities, taking into account the occasion to spread and creating their own operations. Changing the corporate crisis into opportunity by rational timing. Keywords: Communication Brand PR Great Wall Motor 目录 III目 录 第 1 章 绪论························································································································1 1.1 研究的背景、目的与意义 ························································································1 1.2 文献综述与研究方法································································································2 第 2 章 长城汽车品牌公关创建的主体与传播内容·························································4 2.1 长城汽车传播“把关人”的取向·············································································4 2.1.1 品牌传播主体及职能 ·························································································4 2.1.2 品牌宣传和产品广告双轨并行··········································································4 2.1.3 微博新闻发言人的低成本运作··········································································8 2.2“新闻+活动”的传播内容 ·······················································································9 2.2.1 找准品牌定位·····································································································9 2.2.2“四三二”的传播核心点·················································································10 第 3 章 善用品牌公关活动的传播策略···········································································13 3.1 长城汽车开展品牌活动的原因···············································································13 3.1.1 品牌活动的定义·······························································································13 3.1.2 品牌活动的三个主要属性················································································13 3.1.3 借助品牌活动强化品牌定位与粘贴性····························································15 3.2 开展品牌公关活动的三个阶段···············································································16 3.2.1 准备阶段···········································································································16 3.2.2 实施阶段···········································································································16 3.2.3 评估阶段··········································································································。