芬兰教育品牌建构与国际传播——基于整合营销传播理论视角

Construction and International Communication of Finnish Educational Brand--Based on the Perspective of Integrated Marketing Communication Theory

芬兰教育产生影响力的一个重要原因是以各种营销宣传策略成功地向世界传达了芬兰教育的优势,使其成为“教育奇迹”的代名词。整合营销传播理论将广告、销售推广、包装设计、企业形象识别系统等予以整合,推进综合化的营销传播,这是分析芬兰教育品牌建构和国际传播的基本理论视角。基于该理论,提炼出品牌识别的四个基本要素,即核心价值、客观属性、利益特征、个性特征,由此搭建基本分析框架。芬兰教育品牌的形象建构策略体现为在这四个基本要素上形成合力,向世界“传达同一种声音”。其国际传播则采取“渠道整合策略”,即协调多元化的传播方式和渠道,使世界“听见同一种声音”。芬兰的教育品牌建构和国际传播值得反思,如何合理客观地使用宣传营销策略值得探讨。

An important reason for the influence of Finnish education is that various marketing strategies have been successfully used to communicate the advantages of Finnish education to the world,making it synonymous with"educational miracles".Integrated Marketing Communication Theory integrates advertising,sales promotion,packaging design,corporate image identification system,etc.,to promote integrated marketing communication,which is the basic theoretical perspective to analyze the construction of Finnish education brand and international communication.Based on this theory,four basic elements of brand recognition are extracted,namely,core value,objective attributes,benefit characteristics and personality characteristics,which lead to the establishment of a rudimentary analytical framework.The image building strategy of Finnish education brand is reflected in the formation of synergy on these four basic elements to"convey one voice"to the world.Its international communication adopts channel integration strategy,that is,to coordinate diversified communication methods and channels,so that the world can"hear one voice".The construction and international communication of Finland's education brand is worthy of reflection.The value inculcating tendency should be minimized in its publicity and marketing strategy,while the education myth surrounding it needs to be deconstructed.