品牌社区模型的演进及其营销实践被引量：1

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摘要日趋激烈的品牌竞争需要企业发展品牌与消费者间的密切信任、沟通关系。在关系营销、品牌资产、顾客满意理论基础上衍生而来的“品牌社区”营销模式正逐渐被企业采用。本文在对品牌社区理论从概念和演变模型两方面进行梳理基础上,对其营销实践意义进行了探讨,并为企业建设和管理品牌社区提出了建议。

作者李海廷张明玮

机构地区烟台大学经济与工商管理学院

出处《商讯（商业经济文荟）》北大核心 2006年第3期46-48,共3页

基金烟台大学青年基金项目(JG05Z13):"品牌关系理论在中国的发展及应用"资助

关键词品牌品牌社区关系营销

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