品牌关系及其驱动因素剖析

随着产品同质化程度的加强,顾客消费更倾向于个性品牌获取价值,企业则是借助品牌与顾客保持长期、稳定的关系来赢利。品牌关系便成为这一时期的重要研究课题;因此,揭示品牌关系的内涵,并从中分析品牌关系的驱动因素,是这一研究领域的首要任务。

An Analysis of Brand Relationship and Its Driving Factors

With the reinforcement in the degree of product homogeneity,customers are more prone to gain the value from individual brands,whereas enterprises intend to keep a long and stable relationship with customers through their brands. Therefore now brand relationship has become a significant issue. The present thesis will analyze the driving factors of brand relationship by revealing the inner meaning of brand relationship.