本文在品牌认知结构的基础上 ,根据满足顾客需要的内在力量的重要性排序 ,建立了“顾客效用层次”模型。该模型作为一种分析工具 ,使营销人员更好地理解顾客为什么购买某一产品 (或品牌 )。模型中包含了三个相关联的阶梯层次要素 :产品属性、顾客利益和顾客价值。它可以帮助营销人员解决广泛的营销问题 ,包括新产品开发、品牌定位、广告策略开发和市场细分 Based on the brand cognitive structure, this paper sorts the importance of internal power to meet the needs of customers and establishes a “customer utility hierarchy” model. The model serves as an analytical tool that gives marketers a better understanding of why customers buy a product (or brand). The model contains three associated ladder-level elements: product attributes, customer benefits, and customer value. It helps marketers address a wide range of marketing issues including new product development, brand positioning, ad strategy development, and market segmentation