品牌研究Issue(6)：56-69,78,15.
奢侈品品牌叙事学中的共性元素及个性特征研究--以九个奢侈品品牌的品牌叙事为例
A Study on the Elements Commonality and Personality in Brand Narration of the Luxury--Cases studies on 9 Luxury Brands
摘要
Abstract
This study works on analyzing the brand story of successful luxury brands, pro⁃cess to provide a reference for brand building. Literature research, induction, case study and comparative analysis are employed to the study of the expression and content of the stories of luxury brands. In this paper,theoretical perspectives of other researchers are combined with anal⁃ysis of 9 classic cases from France,Italy and Britain,involving jewelry,leather goods,clothing industries. Selecting cases by country of brand and industry, this study refines common luxury brand elements from the stories innovatively. Elements of 9 brand stories,including the historic person or event involving many complex scenarios of brand development,are mainly drawn from the brand history,which was re-integrated by selected stories according to some sort of narrative logic. This study comes to a conclusion that sorts out 6 commonality elements and 6 personality elements respectively in brand story. With these findings,Brand Narrative theory is enriched and a reliable reference is built for the brand building.关键词
品牌塑造/品牌故事/品牌叙事/奢侈品/叙事学Key words
Brand building/Brand story/Brand narrative/Luxury/Narrative分类
管理科学引用本文复制引用
施卓敏,郑婉怡,林倩..奢侈品品牌叙事学中的共性元素及个性特征研究--以九个奢侈品品牌的品牌叙事为例[J].品牌研究,2016,(6):56-69,78,15.基金项目
本研究受国家自然科学基金（71572205）和中央高校基本科研业务费重大项目培育（16wkjc14）资助 （）
