摘要
从20世纪50年代开始，随着学术思潮的发展，商业形象研究领域出现了许多相近或相关的术语，如企业识别、品牌形象、企业形象、企业声誉、品牌个性、营销美学、品牌体验等。本文通过对术语体系进行溯源和辨析，探索理论的发展趋势，提出商业形象识别研究呈现向“以组织为中心”、“以互动为中心”和“以人为中心”三个方向分化的趋势，形成了管理学导向、传播学导向和设计学导向相交融的跨学科研究格局。
Since 1950s, abundant researches on the business identity and image have formulated a complex umbrella terminology, including corporate identity, brand image, corporate image, corporate reputation, brand personality, marketing aesthetics and brand experience, etc. The authors systematically analysis the concept group, and demonstrate that the business image-related terminology has shifted towards three directions , ＂organization focus＂, ＂interaction- focus ＂ and ＂human - focus＂. The change of hot concepts in the research history reflects a cross-discipline trend of business identity and image theories. The different paradigms of management, communication and design in the this field are also comparatively discussed.
出处
《现代广告》
2013年第12期12-17,共6页
Modern Advertising
关键词
企业形象
企业识别
品牌形象
营销美学
品牌体验
corporate identity
corporate image
brand image
marketing aesthetics
brand experience
