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市场竞争中最重要的莫过于商品或企业品牌的竞争。近年来发达国家的广告与营销研究者主张以消费者心理学理论为指导,认知品牌资产价值,进而构建强势品牌,赢得未来市场竞争优势。现代营销学理论认为品牌(brand)是由一系列包括产品功能利益、服务承诺以及情感的象征性价值等构成的复合组织。所以创建成功品牌就是一个品牌获得了可持续的差异优势,它体现了特定产品或服务的真正价值。
The most important market competition than the competition of goods or corporate brand. In recent years, advertisers and marketing researchers in developed countries advocate the consumer psychology theory as a guide to recognize the value of brand assets, and then build a strong brand, to win future market competitive advantage. Modern marketing theory holds that a brand is a composite organization composed of a series of symbolic values including product function benefits, service commitment and emotion. So creating a successful brand is one brand that has a sustainable differentiation advantage that reflects the true value of a particular product or service.