品牌管理者應對消費者品牌轉換行為六步曲（six steps for brand managers to respond to consumer brand switching）

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1、品牌管理者應對消費者品牌轉換行為六步曲（Sixstepsforbrandmanagerstorespondtoconsumerbrandswitching）ThestudyofbrandswitchingoriginatesfromtheriseofbuyerresearchSince90s,undertheinfluenceofthedemonstrationroleinthestudyofthemarketformultinationalcompanies,consumerresearchgraduallybymanylocalenterprisesCh

2、ineseattention,marketresearchhasgraduallybecomeapartofmarketingmanagement.Bytwenty-firstCentury,consumerresearchthatemphasizedtheneedforunderstandingwasfurtherexpandedtoemphasizebuyerresearchinthepurchasedecisionprocessanalysis,andconsumerbrandswitchingbehaviorresearchwasanimportan

3、tpart.Consumerbrandswitchingbehaviorresearch,attention,reflectstheincreasinglyspecializedmarketing,refinedmanagementtrends.Marketingmanagersshouldnotonlypaycloseattentiontothechangesofproductsalesandbrandequity,butalsoexaminethestructureandinternalcausesofproductsalesandbrandequity

4、changes.Theconsumerbrandswitchingbehavioronthesurfaceisareflectionofconsumersforthesamekindofproductsindifferentbrandpurchaserights,reflecttheessenceoftheenterprisebrandmanagementandthesuccessofhighmarketresults.Thestudyofconsumerbrandswitchingbehaviorcaneffectivelyrevealtherootcau

5、seoftherealandeffectiveeffectofbrandmarketingonconsumers'andupcomingpurchasinginfluenceandinfluence.Inthemarketcompetitionenvironmentofnonabsolutemonopolypattern,thebrandswitchingbehaviorofconsumersisrelatedtotheriseandfallofbrand.Morethan20yearsofreformandopeningup,thenumberofbran

6、dwasasmashhit,andnow?Whiletherearemanybrandsbywindsandwaves,stillinhighspirit,romantic.Thisgreatdifferenceisduetotheconsumerbrandswitchingbehavior,andthechoiceandchangeofconsumerbrandswitchingbehavioriscausedbythebehaviorofenterprisebrandmanagementitself.Forexample,threeoralliquidi

7、rresponsiblepropagandaandconsumerfooled,contempt,eventuallyledtoconsumersabandonthebrand,thethreemythssobecomeanendlesshistory.Recently,SK-2'smishandlingofqualityeventshasalsoledconsumerstochangetheirbrandchoices,andProcter&Gamble'sstrongskincarebrandisindangerofbeingdevastated.Wit

8、htheincreasinglyfiercemark