品牌塑造:企业与顾客心理契约构建

Shaping a Renowned Brand Name: Building an Enterprise-Customer Psychological Contract

21世纪将是一个品牌竞争的时代。品牌是由企业创造和呵护,由消费者主导,通过产品和消费来表达的一种复杂而独特的商业关系与符号。品牌是企业与顾客之间的一种心理契约,品牌塑造的过程就是企业与顾客心理契约构建过程。诚信价值观是品牌的基本文化内涵,也是企业与顾客构建心理契约的支点。

The 21st century will be the new era for brand name competition in business. A brand name, a symbol created and safeguarded by the enterprise, and thereafter directed by the customer, plays an essential and unique commercial role in consumption of the product .It is a psychological bond built up between the enterprise and the customer, in process of which a renowned brand name is simultaneously being shaped. Therefore, sincerity and trust towards the brand can virtually support the enterprise-customer binding psychologically .