北欧品牌管理讲座.PPT

Jian Ming TENG ming.teng@hanken.fi Jian Ming TENG Brand Communication Relationships: A Nordic Perspective on Brand Management品牌的传播交流及关系：一个来自北欧的品牌管理的学术观点 Jian Ming TENG (滕剑鸣) Ph.D Candidate (博士研修生） Department of Marketing and Corporate Geography （市场营销学系） Hanken Swedish School of Economics Helsinki, Finland 芬兰赫尔辛基Hanken瑞典语经济管理学院 Autumn 2003 秋季 Member of The Finnish Center of Service and Relationship Management 芬兰服务和关系管理研究中心成员 Special thanks to: Dr. Kirsti Lindberg-Repo （特别致谢） CERS (Center for Relationship Marketing and Service Management) Hanken The Nordic Perspectives on Marketing市场营销学的北欧学派观点 Focus on Service Management 服务管理 Focus on Networks and Interactions 网络联系及相互接触 Focus on Relationships 相互间的关系 Focus on In-depth Qualitative Research Methods 有深度的定质的研究方法 The Managerial Challenges of Marketing市场营销学在实用管理方面的挑战性 We are facing new managerial challenges 我们正面对着崭新的实用管理方面的挑战 In the new economy, it won’t be our products and services, but knowing and serving our customers better than our competitors that will differentiate us and keep our customers loyal 在新的经济环境中，不会再是我们的产品或服务，而是比竞争对手更好地了解并服务于我们的顾客使我们脱颖而出并保持住顾客对我们的忠诚 The need for mutual communication 必须要进行相互的传播交流 The Importance of Communication传播交流的重要性 We need communication to develop a strong brand image in the minds of consumers 我们需要传播交流来在顾客们的头脑中建立一个强劲的品牌形象 ”When a clear and strong identity is lacking, a brand is like a ship without a rudder” (Aaker, 1997) ”当缺少一个明确和强劲的身份，品牌就有如轮船没有舵“ Relationship Communication关系的传播交流 Relationship communication is considered an umbrella term for all communication activities between the relational parties and can include one-way and two-way processes as well as media message and word-of-mouth (Lindberg-Repo 2001) 关系的传播交流被认作是所有交流联系行为活动的总代词，其包括单向及双向的过程还有媒介信息和口头传播 It is a system of relational parts that comprise communicative value building process 这正是相关部份之间通过传播交流的价值积累过程而形成的系统 Communication Levels传播交流的几个层次 The Era of Communication (Traditional) 传统的传播交流阶段 Characteristics 基本特点 Persu