| 基于消费者学习的涂料品牌传播策略研究 |
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| 引用本文： | 郑晓宇,陈俊冰.基于消费者学习的涂料品牌传播策略研究[J].福建质量信息,2010(1):53-56. |
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| 作者姓名： | 郑晓宇 陈俊冰 |
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| 作者单位： | 福州大学管理学院;福建三棵树涂料有限公司; |
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| 摘 要： | 本文借鉴消费者学习行为和品牌传播的一般性研究结果,结合涂料行业特性,从传统媒介的深度植入、体验营销、网络社区等视角探讨了基于消费者学习的涂料品牌传播策略。
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| 关 键 词： | 消费者学习 涂料品牌 传播策略 |
The Coatings Brand Communication Strategy Based On Consumer Learning Behavior |
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| ZHENG Xiaoyu,CHEN Junbing.The Coatings Brand Communication Strategy Based On Consumer Learning Behavior[J].Fujian Quality Information,2010(1):53-56. |
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| Authors: | ZHENG Xiaoyu CHEN Junbing |
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| Affiliation: | 1.The School of Management;Fuzhou University;Fuzhou 350002;Fujian;China;2.Skshu Paint Joint-stock Limited Company;Putian 351100;China |
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| Abstract: | This paper refers the general findings of consumer learning behavior and brand communication,combining coatings industry fearures,discussing coatings brand communication strategy based on consumer learning behavior form the perspective of depth of implantation、 experiential and online community. |
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| Keywords: | consumer learning coatings brand communication strategy |
| 本文献已被 CNKI 维普 等数据库收录！ |
