品牌管理者應(yīng)對消費(fèi)者品牌轉(zhuǎn)換行為六步曲（brand managers respond to consumer brand switching behavior of six steps）

《品牌管理者應(yīng)對消費(fèi)者品牌轉(zhuǎn)換行為六步曲（brand managers respond to consumer brand switching behavior of six steps）》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。

1、品牌管理者應(yīng)對消費(fèi)者品牌轉(zhuǎn)換行為六步曲（Brandmanagersrespondtoconsumerbrandswitchingbehaviorofsixsteps）ThestudyofbrandswitchingoriginatesfromtheriseofbuyerresearchSince90s,undertheinfluenceofthedemonstrationroleinthestudyofthemarketformultinationalcompanies,consumerresearchgraduallybymanylocalenterprisesChine

2、seattention,marketresearchhasgraduallybecomeapartofmarketingmanagement.Bytwenty-firstCentury,consumerresearchthatemphasizedtheneedforunderstandingwasfurtherexpandedtoemphasizebuyerresearchinthepurchasedecisionprocessanalysis,andconsumerbrandswitchingbehaviorresearchwasanimportantpart.Consu

3、merbrandswitchingbehaviorresearch,attention,reflectstheincreasinglyspecializedmarketing,refinedmanagementtrends.Marketingmanagersshouldnotonlypaycloseattentiontothechangesofproductsalesandbrandequity,butalsoexaminethestructureandinternalcausesofproductsalesandbrandequitychanges.Theconsumer

4、brandswitchingbehavioronthesurfaceisareflectionofconsumersforthesamekindofproductsindifferentbrandpurchaserights,reflecttheessenceoftheenterprisebrandmanagementandthesuccessofhighmarketresults.Thestudyofconsumerbrandswitchingbehaviorcaneffectivelyrevealtherootcauseoftherealandeffectiveeffe

5、ctofbrandmarketingonconsumers'andupcomingpurchasinginfluenceandinfluence.Inthemarketcompetitionenvironmentofnonabsolutemonopolypattern,thebrandswitchingbehaviorofconsumersisrelatedtotheriseandfallofbrand.Morethan20yearsofreformandopeningup,thenumberofbrandwasasmashhit,andnow?Whiletherearem

6、anybrandsbywindsandwaves,stillinhighspirit,romantic.Thisgreatdifferenceisduetotheconsumerbrandswitchingbehavior,andthechoiceandchangeofconsumerbrandswitchingbehavioriscausedbythebehaviorofenterprisebrandmanagementitself.Forexample,threeoralliquidirresponsiblepropagandaandconsumerfooled,con

7、tempt,eventuallyledtoconsumersabandonthebrand,thethreemythssobecomeanendlesshistory.Recently,SK-2'smishandlingofqualityeventshasalsoledconsumerstochangetheirbrandchoices,andProcter&Gamble'sstrongskincarebrandisindangerofbeingdevastated.Withtheincreasinglyfierc