顾客品牌知识管理与品牌进化绩效关系实证研究

Empirical Study of Relationship between the Customer Brand Knowledge Management and Brand Evolution Performance

企业获取外部顾客有价值的品牌知识,通过学习共享机制转变为企业自有知识并有序利用,推进品牌进化和绩提升。电信企业品牌调查数据表明,顾客品牌知识管理对品牌进化绩效具有正向影响,必须构建品牌知识管理体系,通过顾客互动获取品牌知识,以持续提升企业品牌进化绩效。

The enterprise gets external valuable customers brand knowledge, and relies on the inherent learning sharing mechanism to make this knowledge translate into the enterprise＇s own knowledge, and orderly using to promote brand evolu- tion and performance. Based on enterprise brand survey data dnalysis, result shows that, customers brand knowledge man- agement have a positive influence on the brand evolution performance and have to build the brand knowledge management system; enterprises can get the brand knowledge via customers interaction so that continually improve their brand evolution performance.