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dc.contributor.advisor赵洁
dc.contributor.author唐智乐
dc.date.accessioned2016-02-14T07:27:45Z
dc.date.available2016-02-14T07:27:45Z
dc.date.issued2008-10-23 16:00:09.0
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/43930
dc.description.abstract品牌日益成为激烈的市场竞争中不可或缺的要素,对于企业来说是这样,对于个人来说也同样如此。当人的才能作为一种可交易的商品,人就不可避免地走进了自己设计的品牌时代。最初人们无意识地塑造着个人品牌,而到了21世纪的今天,营销个人品牌已经变得司空见惯。其中,姚明的个人品牌就是一个值得深入研究的典型案例。本文以营销学和传播学的理论为基础,使用文献分析法和典型个案研究法,尝试总结出个人品牌的营销传播之道,从而为实现个人品牌价值的最大化提供借鉴和参考。 本文共分六章。第一章是绪论,主要介绍了本次研究的背景、意义和目的,并进行了相关的文献综述和理论回顾。 第二章从总结品牌和个人品牌的定义和内涵入手,阐述了...
dc.description.abstractNowadays, when facing a fierce competition in the market, brand has increasingly become a necessary ingredient not just to the enterprises, but also to the individuals. When human resources become one of the tradable commodities, it is inevitable that people would also be in the brand times designed of their own. Initially people unconsciously created their personal brands. But today, personal bra...
dc.language.isozh_CN
dc.relation.urihttps://catalog.xmu.edu.cn/opac/openlink.php?strText=17526&doctype=ALL&strSearchType=callno
dc.source.urihttps://etd.xmu.edu.cn/detail.asp?serial=17913
dc.subject个人品牌
dc.subject营销传播
dc.subject姚明
dc.subjectPersonal Brand
dc.subjectMarketing Communication
dc.subjectYao Ming
dc.title个人品牌的营销传播研究——以姚明为例
dc.title.alternativeA Research on Marketing Communication of Personal Brand ——Taking Yao Ming as An Example
dc.typethesis
dc.date.replied2008-05-26
dc.description.note学位:文学硕士
dc.description.note院系专业:人文学院新闻传播系_传播学
dc.description.note学号:20051300206


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