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品牌营销节庆传播研究——以愚人节为例

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摘要 节庆传播是近年来品牌营销关注的热点,探索并尊重其传播规律是品牌经营发展的必须。本文从节庆文化的特点入手,以愚人节为例剖析了消费者的节庆心理,对不同类型的心理动机和心理过程进行了研究,在此基础上结合案例探讨了品牌节庆传播的思路。
作者 王祚
出处 《新闻论坛》 2018年第6期116-119,共4页 News Tribune
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