基于产品信任的我国自主品牌培育研究

On Cultivation of Chinese Independent Brand Based on Trust in Products

产品信任是消费者信任的重要一环,是品牌形成与发展的根本。产品信任有利于消费者对企业品牌产生美好的印象及感知;产品信任有利于形成"口碑效应",提升企业的满意度,为更多的消费者所认知;产品信任会产生消费者对该产品的重复购买行为,带来品牌的忠诚度提升。产品信任条件下自主品牌的培育,应以产品为本,获取消费者信任,构建自主品牌;履行承诺,积累自主品牌资产;加强监管,预防信任缺失,防范自主品牌信任危机。

Trust in product is an important part of consumers＇ trust, is the essence of brand formation and development. Trust in products will help consumers build fine impression and appreciation for the enterprise brand, form effect of public praise and improve cansumers＇ satisfaction and recognition to the enterprise, promote consumers to repurchase the product and improve loyalty to the brand. On condition of trust in product, we should cultivate independent brand based on product itself, acquire consumers＇ trust to construct independent brand, meet commitment to accumulate capital on independent brand, strengthen supervision to prevent trust-absence and trust-crisis of independent brand.