从目标用户到社会公众的传播进化——实践视角下的品牌营销理论反思与探索

The Evolution of Communication from Target Users to the Public--Refl ections and Exploration on Brand Marketing Theory from a Practical Perspective

本文结合品牌营销管理实践对重要的品牌营销理论进行实践视角下的对照,就深刻影响业界实践的相关理论进行梳理,并反思不同阶段的品牌营销理论在实践中的局限性和时代性。受消费者行为学理论的驱动,品牌营销活动长期以“目标用户”为对象主体,但竞争加剧和市场细化导致以目标用户对象为营销活动主体遇到挑战。随着营销传播方式的多元化,向品牌的不同利益相关方传递统一且有针对性的品牌形象是业界在实践中的重要议题,对内容多样化与品牌战略的一致性匹配带来了新挑战。当社会化媒体足够成熟、公众深入参与社会议题,企业和品牌被放置在公众视野之下,社会公众作为对象的营销传播全面兴起。在此过程中,品牌从商业价值最大化开始向品牌社会影响力最大化转变,从而实现品牌价值与社会发展共赢,以获得持久强劲的品牌生命力。

This paper provides a practical perspective on key brand marketing theories in the context of brand marketing management practice,and reviews the relevant theories that have profoundly influenced industry practice,refl ecting on the limitations and contemporary nature of diff erent stages of brand marketing theory in practice.Driven by theories of consumer behavior,brand marketing activities have long been aimed at the target users,but increased competition and market refinement have led to challenges in using the target users as the main subject of marketing activities.With the diversification of marketing communications,delivering a unified and targeted brand image to the various stakeholders of a brand is an important issue in the industry practice,posing new challenges in terms of matching content diversity with consistency in brand strategies.When social media is mature enough and the public is deeply involved in social issues,companies and brands are placed in front of the public,and marketing communications targeting the social public are on the rise.In this process,brands begin to evolve from maximizing commercial values to maximizing the social impacts of brands,thus achieving a win-win situation for brand values and social development to achieve a lasting and strong vitality of brands.