试论品牌价值与顾客忠诚的关系

国内外市场的进一步统一,不仅展现了市场容量扩充的前景,更丰富了市场竞争的内容和深度。与国际著名品牌的竞争,促使中国的企业不断深化对品牌价值的认识,不断改进品牌经营战略。品牌价值形成是市场营销活动作用的结果,由顾客是否对该品牌具有广泛和持久认同所决定。以顾客忠诚度为中心的营销理念,是中国企业品牌战略管理中的“软肋”。要提升品牌资产价值,提高品牌竞争力,就必须把“塑造品牌,以实现与目标顾客的交易目标”的观念转化为“塑造品牌,建立与目标顾客的长期合作关系”的理念;提升品牌资产价值的唯一途径是开展品牌忠诚营销;品牌忠诚营销的重点是提高并长期维系顾客满意度,并使其转化为忠诚度。

On the Relation of Brand Value and Clients'' Loyalty

The further unification world market, not only represents the bright future of market expansion, but also enhances the content and length of market competition. By the competition with the famous international brands, the enterprises of China gradually recognize the very importance to understand the brand value and to improve the brand strategy. Brand value is the result of the marketing activities, which is determined by the comprehensive and continued recognition to the brand by the clients for the activities adopted by the enterprises . The enterprises of China are much weaker with respect to the marketing strategy centered on client loyalty compared with overseas competitors. In order to enhance the brand value and be more competitive, the enterprises of China should change the concept or strategy from shaping brand for realizing the transaction with targeted clients, to shaping brand for realizing a long- term cooperative relationship with targeted clients. Besides, Brand loyalty marketing is the only way to enhance the brand value, and the emphasis of brand loyalty marking is to enhance and maintain clients' satisfaction and to change clients' satisfaction to loyalty.