品牌关系理论认为品牌的实质是企业品牌与利益相关者之间的互动关系。以社会学、经济学和管理学等学科理论为基础,从品牌与利益相关者互动动因、互动响应模式、互动接触点、互动维度和互动类型等五个方面分析了品牌与利益相关者的互动机理,用博弈论分析了品牌与利益相关者的互动关系,构建了品牌与利益相关者互动的整体模型,并提出了基于品牌与利益相关者互动的全面品牌关系质量管理模型。 Brand relationship theory that the essence of the brand is the interaction between the brand and stakeholders. Based on the theories of sociology, economics and management, this paper analyzes the interaction between brand and stakeholder from five aspects: interactive motivation of brand and stakeholder, interactive response mode, interactive contact point, interactive dimension and interaction type Mechanism, using game theory to analyze the interaction between brand and stakeholder, constructing a holistic model of interaction between brand and stakeholder, and proposing a comprehensive brand relationship quality management model based on the interaction between brand and stakeholder.