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面对当今市场的迅速变化,目前营销界普遍认为,品牌并非仅仅意味着是具有特色和价值的产品或服务,因为即使这些特色和价值具有高度的差异性,若消费者不能真正体验到,品牌充其量也只是一个名称、一个标记或符号。最新的品牌管理理论认为,品牌管理应从体验品牌(experiencing the brand)到品牌化体验(branding the experience)。这可能是品牌营销战略的一次飞跃,将给未来品牌营销战略与策略带来实质性的变化。消费者是如何实现品牌化体验的呢?品牌管理理论认为:企业应对品牌的感知、情感、概念(思考)、参与及其之间互动关系这5个要素进行综合,提供给消费者,据此实现品牌化体验。这是为消费者创造的一种全新体验,即通过实现品牌的真正内涵——产品与消费者关系的循环促进,提升品牌价值。可以说消费者品牌化体验是未来公司业绩发展的关键驱动力。
Faced with the rapid changes in today’s market, the current marketing community generally believes that the brand does not mean just a feature or value of the products or services, because even if these features and values are highly different, if consumers can not really experience, the brand At best, it’s just a name, a mark, or a symbol. The latest theory of brand management argues that brand management should go from experiencing the brand to branding the experience. This may be a leap in brand marketing strategy, which will bring substantial changes to future brand marketing strategies and strategies. How does the consumer realize the brand experience? The brand management theory thinks: The enterprise should synthesize the five elements of the brand’s perception, emotion, concept (thinking), participation and interaction between them, and provide them to consumers Brand experience. This is a brand new experience created for consumers by enhancing the brand value by enabling the true meaning of the brand - the cyclic promotion of the relationship between the product and the consumer. It can be said that the consumer brand experience is the key driver of the future performance of the company.