時(shí)尚品牌的公共關(guān)系傳播模式探究

中文摘要： “時(shí)尚”是現(xiàn)代社會(huì)中的熱門(mén)詞語(yǔ)，關(guān)于時(shí)尚的各種話題俯拾皆是。借助各種大眾傳播媒介，“時(shí)尚”走進(jìn)了大眾的生活。尤其是眾多時(shí)尚品牌，憑借著其出色的公共關(guān)系傳播，贏得了公眾的認(rèn)知與推崇；時(shí)尚品牌結(jié)合時(shí)尚潮流與公關(guān)的各種傳播手段及模式而將時(shí)尚這個(gè)抽象的詞語(yǔ)實(shí)物化。時(shí)尚品牌通過(guò)對(duì)其目標(biāo)公眾的了解，進(jìn)行市場(chǎng)細(xì)分，從而更精準(zhǔn)的掌握不同層次消費(fèi)者的需求，運(yùn)用不同的公關(guān)傳播手段進(jìn)行營(yíng)銷活動(dòng)。時(shí)尚品牌的兩種主要類型、奢侈品品牌與高街時(shí)尚品牌根據(jù)自己的定位與目標(biāo)公眾的特征，開(kāi)拓了各自獨(dú)具特色的公關(guān)傳播式——雙向?qū)ΨQ模式與雙向不對(duì)稱模式。
關(guān)鍵詞：時(shí)尚品牌，公關(guān)傳播模式，品牌定位，目標(biāo)公眾

Analysis on the public relations models of fashion brands
The Major of Dance (Model) Guangzhou Sport University

[Abstract]：In modern society "fashion" is the most popular term and a variety of topics about fashion abound. Through various mass media "fashion" comes into the public life. In particular many fashion brands won the public's awareness and respect by virtue of their excellent public relations communication; fashion brands and fashion trends combined with the various means of public relations communication to make "fashion" concrete.Fashion brands conduct market segmentation through understanding of their target public thus they have more accurate grasp of consumer needs at different levels and then use different means of public relations activities. On the basis of the brand positioning and the characteristic of their taget public luxury brands and high-street brand the two main types of fashion brands explore their own public relations models that is two-way symmetrical model and two-way asymmetrical model.
[Key words]: fashion brand; PR communication models; brand positioning; target public