摘要
国际日化品牌相继进入国内市场导致国内日化行业市场竞争空前激烈。通过对国内日化偶像品牌塑造的成功案例——上海家化联合股份有限公司旗下品牌佰草集的品牌塑造流程的研究分析,建立偶像品牌塑造模型,从身份演绎、概念定位、社会网络运作、认同策略等方面解释佰草集成为偶像品牌的原因,以丰富现有品牌塑造理论,为国内日化企业偶像品牌的塑造与传播提供借鉴。
International brands of daily chemicals flood into the domestic market, resulting in an unprec-edented fierce competition in daily chemical industry. The brand building process of the Herborist brand by Shanghai Jahwa Company was analyzed as a case of the icon brand building in domestic daily chemical industry. Through establishing an icon brand building model, reasons for the Herborist brand becoming an icon brand were analyzed from identity interpretation, concept orientation, social networks operation, identity strategies, etc, which had enriched the existing brand building theories and provided reference for the brand building and disseminating in domestic daily chemical enterprises.
出处
《常州工学院学报》
2016年第3期73-77,共5页
Journal of Changzhou Institute of Technology
基金
安徽财经大学研究生科研创新基金项目(CXJJ2014087)
关键词
日化行业
偶像品牌
品牌认同
佰草集
daily chemical industry
icon brand
brand identity
Herborist
