消费者决策过程中品牌集演化与营销对策

Evolution of Brand Sets in Consumer DecisionProcess and Marketing Strategy

在消费者购买前的决策过程中,一个重要的阶段是品牌集的演化,包括品牌全集、意识集、未意识集、考虑集、惰性集和排除集等。这个过程是消费者为满足某方面的需求而对市场上的品牌进行的归类,是消费者最终购买的前提和基础。企业的品牌在品牌集演化过程中被消费者归在不同类型的品牌集中,企业应该根据这个过程采取针对性策略,从而提升品牌被消费者最终购买的机会。

There is a brand set evolving process during consumer decision. It includes total brand set, aware- ness set, unawareness final buying behavior ward some managerial set, consideration Brand location is suggestions for a inert set and inept set. This process is the foundation for consumer concerning which brand set a brand is categorized to. We can put for- brand according to its location in the brand set.