品牌忠诚度驱动模型的研究与应用

The study and application of brand loyalty driven model

由于企业的营销思路和消费者的心理存在较大的差异,导致营销活动没有达到预期的效果,引入品牌忠诚度驱动模型的目的是为企业提供一种对消费者行为进行全面诊断的结构性框架,以此来研究消费者是如何看待品牌而品牌又是如何打动消费者的,帮助企业在提高消费者忠诚度和争夺最有价值的消费者等方面制定策略。

As the big difference between the company＇s mrketing and consumer psychology of thingking does not lead to marketing activities to achieve the desired results.The purpose of the introduction of brand loyalty driven model is providing enterprises with a comprehensive diagnosis of the consumer behavior of structural framework.So it can study how consumers view the brand and the brand is how to impress the consumer.It also can help companies developing stractegies in the aspects of improving customer loyalty and snatching most valuable consumers.