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企业在创建品牌过程中,遇到许多顾客不断更换品牌,或者中止与品牌的关系,品牌关系再续成为企业营销管理中的重中之重。对影响品牌关系再续的因素分析,并进行以下分类:一类从影响因素的破坏程度来分类,分为导致品牌危机的因素和非导致品牌危机的因素。另一类从驱动因素类型的不同来分类,分为消费者驱动型因素、品牌驱动型因素、企业驱动型因素、品牌—顾客关系驱动型因素、竞争对手驱动型因素。由此提出再续企业品牌关系的策略。
Abstract：During the process of brand building,enterprises may meet with many customers replacing brand or suspending their relationship with brand,thus,renewing brand relationship will become a priority in enterprise marketing management This article intends to review the factors affecting renewing brand relationship.These factors can be classified into two kinds:(1) according to their damage degree,there are factors resulting in brand crises and factors not resulting in brand crises;(2) according to their drive type,there are consumer-driven factors,brand-driven factors,entrepreneur-driven factors,factors driven by brand-consumer-relationship,competitors-driven factors.On the base of above exploration,the paper puts forward some strategies on the renewing of brand relationship.
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基本信息:
DOI：10.15886/j.cnki.hnus.2009.04.017
中图分类号:F273.2
引用信息:
[1]林雅军,刘世明.影响品牌关系再续因素的理论性探索[J].海南大学学报(人文社会科学版),2009,27(04):419-422.DOI:10.15886/j.cnki.hnus.2009.04.017.