时尚品牌的公共关系传播模式探究.doc
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时尚品牌的公共关系传播模式探究,中文摘要： “时尚”是现代社会中的热门词语，关于时尚的各种话题俯拾皆是。借助各种大众传播媒介，“时尚”走进了大众的生活。尤其是众多时尚品牌，凭借着其出色的公共关系传播，赢得了公众的认知与推崇；时尚品牌结合时尚潮流与公关的各种传播手段及模式而将时尚这个抽象的词语实物化。时尚品牌通过对其目标公...
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时尚品牌的公共关系传播模式探究
中文摘要： “时尚”是现代社会中的热门词语，关于时尚的各种话题俯拾皆是。借助各种大众传播媒介，“时尚”走进了大众的生活。尤其是众多时尚品牌，凭借着其出色的公共关系传播，赢得了公众的认知与推崇；时尚品牌结合时尚潮流与公关的各种传播手段及模式而将时尚这个抽象的词语实物化。时尚品牌通过对其目标公众的了解，进行市场细分，从而更精准的掌握不同层次消费者的需求，运用不同的公关传播手段进行营销活动。时尚品牌的两种主要类型、奢侈品品牌与高街时尚品牌根据自己的定位与目标公众的特征，开拓了各自独具特色的公关传播式——双向对称模式与双向不对称模式。
关键词：时尚品牌，公关传播模式，品牌定位，目标公众
Analysis on the public relations models of fashion brands
The Major of Dance (Model) Guangzhou Sport University
[Abstract]：In modern society "fashion" is the most popular term and a variety of topics about fashion abound. Through various mass media "fashion" comes into the public life. In particular many fashion brands won the public's awareness and respect by virtue of their excellent public relations communication; fashion brands and fashion trends combined with the various means of public relations communication to make "fashion" concrete.Fashion brands conduct market segmentation through understanding of their target public thus they have more accurate grasp of consumer needs at different levels and then use different means of public relations activities. On the basis of the brand positioning and the characteristic of their taget public luxury brands and high-street brand the two main types of fashion brands explore their own public relations models that is two-way symmetrical model and two-way asymmetrical model.
[Key words]: fashion brand; PR communication models; brand positioning; target public
中文摘要： “时尚”是现代社会中的热门词语，关于时尚的各种话题俯拾皆是。借助各种大众传播媒介，“时尚”走进了大众的生活。尤其是众多时尚品牌，凭借着其出色的公共关系传播，赢得了公众的认知与推崇；时尚品牌结合时尚潮流与公关的各种传播手段及模式而将时尚这个抽象的词语实物化。时尚品牌通过对其目标公众的了解，进行市场细分，从而更精准的掌握不同层次消费者的需求，运用不同的公关传播手段进行营销活动。时尚品牌的两种主要类型、奢侈品品牌与高街时尚品牌根据自己的定位与目标公众的特征，开拓了各自独具特色的公关传播式——双向对称模式与双向不对称模式。
关键词：时尚品牌，公关传播模式，品牌定位，目标公众
Analysis on the public relations models of fashion brands
The Major of Dance (Model) Guangzhou Sport University
[Abstract]：In modern society "fashion" is the most popular term and a variety of topics about fashion abound. Through various mass media "fashion" comes into the public life. In particular many fashion brands won the public's awareness and respect by virtue of their excellent public relations communication; fashion brands and fashion trends combined with the various means of public relations communication to make "fashion" concrete.Fashion brands conduct market segmentation through understanding of their target public thus they have more accurate grasp of consumer needs at different levels and then use different means of public relations activities. On the basis of the brand positioning and the characteristic of their taget public luxury brands and high-street brand the two main types of fashion brands explore their own public relations models that is two-way symmetrical model and two-way asymmetrical model.
[Key words]: fashion brand; PR communication models; brand positioning; target public
