关于品牌消费的思考

Thoughts on Brand Consumption

品牌消费追求品牌的符号价值,而品牌的符号价值对消费者的心理具有重要影响;品牌消费的取向主要取决于收入水平的高低,高收入阶层是品牌消费的主力军。当前我国消费者的品牌消费心理尚不够成熟,成熟的品牌消费心理要求坚持“最合用的就是最好的”原则,理性地选择品牌;在满足消费的基本需求的情况下,适度地追求品牌的符号价值,力求做到所选品牌物超所值。

In brand consumption, what people pursue is the symbolic value of the brand, which has great influence on consumers＇ psychology. People＇s desire for brand consumption is mainly determined by their income level. People with high income are the main force of brand consumption. At present, the consumers in our country are not reasonable in the brand consumption, while the reasonable psychology for it should be the persistence of the principle that the fittest is the best and also the pursuit of the symbolic value of the brand moderately when the basic consumption needs are satisfied so that we can buy things with better value for money.