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首页> 外文期刊>Wood and Fiber Science >Wood use in nonresidential construction: an exploratory research of the roles of media and content in direct marketing.
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Wood use in nonresidential construction: an exploratory research of the roles of media and content in direct marketing.

机译：非住宅建筑中的木材使用：媒体和内容在直接营销中的作用的探索性研究。

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摘要

The purposes of this research were to explore the role of selected marketing communications on the perceived identity of wood among architects and to define informational needs left unaddressed by those communications. The research was based on an experimental design implemented among architects designing nonresidential structures in the United States. The perceived identity of wood used structurally, using concepts from the branding literature, was not altered by any of the three stimuli (brochures categorized as Advertising, Case Study, and Technical Data). The case study was deemed more influential than the technical brochure with the advertisement ranking in between. Important informational needs identified related to design possibilities, regulations and standards, environmental footprints, and sustainable design. However, it must be noted that the experiment was limited temporally. It covered only one type of communications, although this type is the most common. Research results imply that the development of the nonresidential market should involve a long-term strategic commitment as opposed to a "quick fix" in the form of an advertising campaign.
机译：这项研究的目的是探讨选定的营销传播对建筑师对木材的认同感的作用，并定义那些传播未解决的信息需求。该研究基于在美国设计非住宅结构的建筑师中实施的实验设计。运用品牌文献中的概念，结构性使用的木材的感知身份并未因三种刺激（分类为广告，案例研究和技术数据的手册）而改变。案例研究被认为比技术手册更具影响力，广告排名介于两者之间。确定的重要信息需求与设计可能性，法规和标准，环境足迹和可持续设计有关。但是，必须注意，该实验在时间上受到限制。它仅涵盖一种通信类型，尽管这种类型是最常见的。研究结果表明，非住宅市场的发展应涉及长期的战略承诺，而不是广告活动形式的“快速解决方案”。

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