在中国社会的现代化进程中,品牌不仅承载着品牌拥有者与消费者之间的桥梁作

用,更能为其拥有者带来溢价和增值,形成一种无形资产。面对市场化和国际化的竞争,

如何利用有效的营销传播策略为品牌加分,向消费者传递出品牌背后的意义,是业界不

断探寻的课题。

越来越多的品牌已经认识到营销传播在品牌战略中的关键地位,也学习和使用了一

些西方先进的营销传播理论和策略,但在品牌建构的过程中还是暴露出不少问题。有研

宄和实践表明,合理运用品牌原型可以催化和放大品牌的营销传播效果,而恰当的营销

传播策略也有助力于传达品牌背后的原型,加深消费者对品牌的共鸣。

本文以创业秀《谁来一起午餐》为研究对象,通过研究节目制作方如何建构和打造

品牌原型,以及不同阶段营销传播策略的成功与不足,从而归纳出适合创业秀的品牌原

型到底是什么,并从创业秀品牌原型的视角给出不同阶段的营销传播策略建议,不仅对

同类创业秀有一定的理论借鉴,也具有非常现实的意义。

关键词:原型;品牌原型;营销传播策略;创业秀

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华东理工大学硕士学位论文

A Study on marketing communication strategy of venture show's brand

archetype -Sampled by No free lunch

Abstract

In Chinese social modernization process,the brand not only as the role of a bridge

between the makers and consumers,but also bring premium, add value,and form a kind

of intangible assets for the brand owners,. In the face of marketization and internationalization

of competition,how to use the effective marketing communication strategy, and passing

out the behind brand meaning to consumers, is the constantly exploring topics to the industry.

More and more brands have realized the key position of marketing communication in the

brand strategy, although they have learnt and used the advanced western marketing theory and

strategy, but still exposed many problems in the process of brand building. Research and

practice show that, the reasonable brand archetype can effectively enlarge the effects of the

marketing communication , at the same time, the appropriate marketing

communication strategies also contribute to convey the archetype behind the brand, and

arouse consumers1 resonance.

This paper is taking the venture show of No free lunch as the research object, through the

success and the insufficiency of it's marketing communication strategy, summed up the brand

archetype of the venture show, and give the suggestion in different stages of the marketing

communication strategy of brand archetype. It's not only has a certain referential significance

to the similar venture show, also has the very realistic significance.

Keywords: archetype、brand archetype、marketing communication strategy、venture

show