摘要
"社会化媒体"与"奢侈品牌"长期以来被视为一对"悖论",但随着社会化媒体的迅猛发展,其营销价值的不断突显,以及奢侈品牌消费群体年龄的下降,奢侈品牌不得不正视这一"悖论"并顺势而为。奢侈品牌利用社会化媒体传播品牌信息,关键在于维护其品牌形象不被损害。从传播者、文本、接受者三要素出发,对品牌形象进行文本理论分析,可认为品牌形象即品牌符号文本身份,是传播者"代理作者"与接受者"推论作者"的复合体。而要实现品牌符号文本身份的恒定,"代理作者"与"推论作者"必须一致,这意味着品牌在传播过程中需圈定与传播者具有价值共识的接受者,这一接受者即品牌社群。而社会化媒体的"圈群"特征为奢侈品牌打造"虚拟品牌社群"提供了条件,这恰好能打破上述"悖论",实现奢侈品牌在社会化媒体平台上传播的突围。
'Social media' and 'luxury brand' has long been regarded as one of the 'paradox'. However, with the rapid development of social media, its marketing value continues to highlight. Besides, luxury brand consumers' age declines in these years,so that, luxury brands have to face a 'paradox'. Luxury brands using social media to spread the brand information, the key is to maintain its brand image not to be diluted and damaged. This paper setting out from three elements of communication, and introducing the concept of 'implied author', analyses the brand image. It points that brand image is brand text identity, which combines 'acting author' and 'deduced author'. To maintain the identity of brand, 'acting author' and 'deduced author' must be consistent, which means that the recipient having a common value with communicator is needed. While social media presents 'circle group' feature, it provides a chance to create 'virtual brand community' for the luxury brand, which can break the 'paradox' and help luxury brand achieve a marketing breakthrough in social media platform.
出处
《淮阴师范学院学报（哲学社会科学版）》
2015年第6期747-751,840,共5页
Journal of Huaiyin Teachers College(Social Sciences Edition)
基金
2013年度国家社科重大招标项目"当今中国文化现状与发展的符号学研究"(13&ZD123)
关键词
社会化媒体
奢侈品牌
隐含作者
圈群传播
social media
luxury brand
implied author
circle group communication
