| 摘要: |
| 从品牌角色形象的角度， 通过从品牌角色形象专属性、 角色亲和力、 消费者角色体验的分析， 阐述品牌角色形象在营销传播中的双重效力和优势。同时深度分析品牌的角色形象与品牌营销的策略关系， 从营销品牌的角度、 从包装媒介传播的层面及亲和的策略层面探索角色形象在产品包装营销中所发挥的策略效应和潜在意义。 |
| 关键词: 角色 包装 营销 |
| DOI： |
| 分类号:TB489 |
| 基金项目: |
|
| The Potential Significance of Brand Role in Product Packaging Marketing |
|
YANG Min
|
|
Guangdong University of Technology，Guangzhou 510075，China
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| Abstract: |
| From the perspective of brand role image, through analysis of brand role image specificity, role affinity, consumer role experience， it described the role of image in brand marketing communication effectiveness and advantages of the dual. Meanwhile, it in-depth analyzed the relationship between the brand role image and brand marketing strategy, explored the role image in product packaging marketing’ s strategy effect and potential significance from the role of brand marketing, the level of packing media and affinitive strategy. |
| Key words: role packaging marketing |
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