摘要
都市报在新媒体语境下尝试多种转型路径,但成效欠佳。品牌资产管理成为都市报转型新路径,消费体验对于品牌资产管理响应向度来说尤显重要。都市报对消费文化传播具有强化和扩充作用,影响着受众品牌响应的感觉和评判维度。消费体验、品牌响应和品牌资产之间关联复杂,通过增强品牌认同和建立品牌文化的两条路径,提高受众的价值判断和认可度,获得消费体验的满足感,促进品牌资产增值。
The Metropolis newspapers haven’t been succeeded when they are facing the challenges of new media. The management of brand equity is regarded as a new way of their transformation and consumer experience in the response to its management is particularly important. Metropolis has enhanced and expanded the influence on brand sense and response evaluation dimensions of consumer culture communication. The paper argues that there is a complex correlation among consumer experience and brand equity, brand response. Brand identity and brand culture are two approaches to enhance the value judgment and audience recognition while they can help to access to consumer experience satisfaction and promote the brand equity.
作者
钟之静
ZHONG Zhi-Jing(Guangdong Teachers College of Foreign Language andArts,Guangzhou ,Guangdong,China,510640)
出处
《广东开放大学学报》
2018年第6期77-81,95,共6页
JOURNAL OF GUANGDONG OPEN UNIVERSITY
关键词
消费体验
新媒体语境
都市报
品牌资产管理
品牌响应
consumer experience
new media context
metropolis newspaper
brand equity management
brand response
