信息植入技术对提升品牌价值的作用机制

信息植入是使受众接收和理解产品所要传达的信息,并形成记忆。本文在阐述信息传播影响因素的基础上,从社会学、心理学、传播学以及消费者行为学等相关理论视角,分析了信息植入传播产生作用的机制。研究表明,当产品已经有一定的知名度和认知度,植入传达的信息与战略的其他环节一致,并且传播目的与信息植入有明显效果的领域重合时,企业可以考虑运用信息植入传播策略。研究结论可以帮助企业解决在品牌传播中可能会产生的目标不明、效果评估指标不完备而导致的传播失效、资源浪费等现实问题。文章最后提出品牌价值必须根植于产品价值之中等建议。

Information implantation is to enable the audience to receive and understand the information conveyed from products and form memory. This paper not only expounds the influencing factors of information dissemination, and analyzes the influencing mechanism for information implantation dissemination from the relevant theoretical perspectives of sociology, psychology, communication and customer behaviors. Research shows that, when the product has a certain degree of recognition, the information communication is consistent with other aspects of the strategy and the propose of communication is coincident with the field in which the information is implanted, the enterprise may consider the use of information implantation strategies. Research conclusions can help enterprises to solve the problems of brand communication with unclear goal, spreading failure caused by incomplete effect evaluation indicators, waste of resources and other practical problems. The article concludes that brand value must be rooted in the product value and so on.