| 企业与消费者品牌互动认知差异探析 |
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| 引用本文： | 卫海英,熊志刚. 企业与消费者品牌互动认知差异探析[J]. 商业经济与管理, 2007, 1(5): 34-39 |
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| 作者姓名： | 卫海英 熊志刚 |
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| 作者单位： | 暨南大学管理学院广州迈杰企业咨询有限公司 |
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| 基金项目： | 国家自然科学基金;广东省自然科学基金;广东省普通高校社会科学重点研究基地基金 |
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| 摘 要： | 企业与消费者之间的互动是品牌建设的重要方式，但调查数据显示了目前企业与消费者在品牌互动态度、内容、行为及评价认知等方面存在着显著差异，严重影响了企业品牌建设的效果。本文认为，要缩小企业与消费者品牌互动认知的差异，需要企业和消费者双方都能对自身的角色和行为进行合理和有效的定位。
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| 关 键 词： | 企业 消费者 品牌互动 差异 |
| 文章编号： | 1000-2154(2007)05-0034-06 |
| 收稿时间： | 2006-12-07 |
| 修稿时间： | 2006-12-07 |
An Analysis of Perceptual Difference in the Interaction of Brand Between Business and Customers |
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| WEI Hai-ying,XIONG Zhi-gang. An Analysis of Perceptual Difference in the Interaction of Brand Between Business and Customers[J]. Business Economics and Administration, 2007, 1(5): 34-39 |
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| Authors: | WEI Hai-ying XIONG Zhi-gang |
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| Affiliation: | School of Management, Jinan University, Guangzhou 510632, China |
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| Abstract: | Interaction between business and customers is one of the key methods to establish the brand.However,data based on investigation shows that there are great differences in the perception of attitude,content,behavior and evaluation in the interaction of brand between business and customers,thus hinders the effectiveness of the brand.To narrow the perceptual gap between business and customers in the interaction of brand,as the present paper holds,business and customers must conduct reasonable and effective positioning of their perspective roles and behaviors. |
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| Keywords: | business customer interaction of brand difference |
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