消费价值观驱动下的服装品牌关系管理模型

Management model of clothing brand relationship driven by consumption values

在个性化消费成为主流消费文化的服装消费市场,以消费价值观为维度的品牌关系是顾客关系的核心内容,建立消费价值观驱动下的服装品牌关系管理模型为当今营销管理的新方向。相关理论整合和实证研究表明:一个强势品牌的确立需要经历从探求目标消费群的消费价值观到概念化品牌的构造、从生产到传播品牌价值再赋值、从突破品牌信息传递屏障到品牌认知、从品牌选择状态到品牌诊断再回到概念化品牌,不断循环的管理过程;在资源约束条件下,消费者认知下的品牌价值供给结构与其消费价值观诉求结构维系关系越拟合,管理就越有效,该品牌也就越强势。

In the clothing consumer market that individuation consumption has become a mainstream consumption culture,the brand relationships based on consumption values as dimensions are the core content of customer relationship.Founding the management model of clothing brand relationship driven by consumption values shall be a new direction nowadays.The integration of correlative theories and empirical studies show that the establishment of a strong brand needs to experience a ceaseless cycle management process from the search for the consumption values of target customers to the structure of conceptualism brand,from the production to the transmission of brand value and again to evaluation,from the barriers breakthrough of brand information transmission to the brand cognition,and from the brand select status to the brand diagnosis and once again to the conceptualism brand.Under the condition of resources constraints,more fitting the maintenance of relationships between the supplied structure of brand value based on consumer cognition and appeal structure of consumption values,more effective the management,and more strong the brand.