信息视角的消费者-品牌关系建立过程:SCPRUC模型

Consumers-Brand Relationship Formation Process Based on Information Attribute of Brand:A Study of the SCPRUC Model

品牌作为一种信息凝结的这一信息属性构成了消费者依赖品牌做出购买选择的基本原因。信息视角的消费者-品牌关系建立过程包括主动品牌信息行为和被动品牌信息行为,但对前者研究不足。论文提出品牌信息行为过程由信息查找、信息接触、信息加工、信息回忆、信息使用、信息交流等环节构成,并构建过程模型(SCPRUC模型)。品牌信息行为各阶段消费者品牌信息认知心理机制不同,论文对品牌信息行为各阶段影响因素做出具体分析,提出消费者品牌信息行为的循环过程正是消费者-品牌关系的成长轨迹,品牌方应围绕消费者SCPRUC全过程整体效率展开品牌信息管理的系统规划。

The study of the relationship between the stimulus of the brand information and consumers＇ cognitive response of the brand has been an important topic in the field of brand management.Consumers＇ behaviors of brand information（the SCPRUC process） consist of several elements such as information search,information access,information processing,information recall,information use and information exchange etc.The specific situation of each element will make the consumers be sensitive to different types of the brand information.And the factors like the personalities of the consumers,their consumption experience,tasks,social relations and personal values etc.have different effects on the behaviors of brand information.The company should have a systematic planning for the brand management with a focus on the overall efficiency of the whole SCPRUC process.