品牌管理参考文献及外文文献翻译 第3页
IntroductionIn the new economical time, enterprise marketing must faces the problem is how to establish and the manage enterprise's brand. Who has the powerful brand, who will have the competition capital, the future marketing is the brands war. Enterprise's brand from remains obscure develops into a famous successful brand, is a from infancy to maturity process, is life cycle close correlation which the enterprise grows. The enterprise occupies the different growth stage, faced with the management environment, the management strategy key is various, the corresponding brand strategy key point and the characteristic also have differently.
1 The brand promotion enterprise grows mechanism understanding
The information system which as the enterprise prestige and the information assembly, the brand is which the enterprise and it’s the product contains initiation and so on technology, quality, function, culture, market niche forms, is the enterprise and its the product recognition symbolism. The brand through its connotation information system and the market to its response appraisal, affects the market the behavior, produces is advantageous to this enterprise's behavior by chance, and 毕业论文
http://www.Lwfree.cn/proved that, the brand promotes the main power which the enterprise grows, moreover the brand expands day by day to enterprise's contribution along with enterprise's growth.
1.1 Through affects customer's purchase psychology and the purchase choice by chance, expanded product sale.
The brand in the customer mind is the enterprise and the product symbol, is representing the product quality, the characteristic, is representing enterprise's management characteristic, the quality control request and so on. The customer may extremely easily gain and distinguish the related information through the brand, gains the information cost the drop to mean the customer purchases the cost the drop. But the customer is familiar with brand or well-knownness higher brand, also causes customer's purchase risk to feel the coefficient drops. These two aspects combined action caused customer's purchase psychology and the purchase behavior has formed to some kind of brand product choice by chance, thus expanded the product sale.
1.2 Through enhances the brand the cognition, the creation product attachment value.
Brand well-knownness may through the advertisement rapid establishment, but the brand cognition needs the enterprise to invest the unremitting endeavor. The brand cognition is through the customer to the brand quality one kind of subjective judgments establishment. The customer may identically also be allowed not to be inconsistent to the brand feeling quality with the product actual quality, when the customer has surpassed the product actual quality to the brand feeling quality, can make the product to increase the value. Because the feeling quality enhancement may enable the product the attachm本文源自优文论文网ent value correspondingly to obtain the enhancement, causes the product to have the bigger marginal returns, when price rise, the consumer responded lacks the elasticity, when the price drop then the rich elasticity, this also is the famous brand goods therefore can obtain compared to the common product is higher profit space reason to be at.
1.3 Through strengthens the customer and is loyal to the brand association, enhances the product the competitive ability.
When the customer had the overall cognition to the brand after, the enterprise may through strengthen the customer and loyal further impels the brand to the brand association the promoter action which grows to the enterprise. The enterprise may draw support from the brand which already became famous, used customer's brand association, successfully carried on the brand to extend, the expanded enterprise’s product combination or extended the product line, promoted the new product, enhanced the competitive ability. Customer's brand is loyal once forms can very as uncomfortably as the competition product influence. When market trend mature, when market share relatively stable, the brand is loyal is resists the most powerful weapon which the colleague competitor attacks, the brand loyally for other enterprises enters constructs the barrier. The brand has loyally formed one group of loyal customers and the stable market, the direct result then is the market share expansion, thus makes the enterprise the sales volume to grow, transaction cost reduction, thus causes the enterprise to obtain the extra profit, therefore, the brand may regard as the enterprise to maintain the competitive advantage one kind of powerful tool.
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