基于CBBE与品牌社区的顾客-品牌关系研究

Research on Customer-Brand Relationship Based on CBBE and Brand Community

随着商业竞争的加剧，企业之间的竞争也随之从局部升级到了整体，在这一过程中，品牌扮演着极其重要的角色。本文引用了Olin关于品牌的描述，并对Keller的基于顾客的品牌资产（CBBE）金字塔模型的构成要素做了详细地分析；以及对上述模型的一系列应用做了全面研究。最后，文章对模型最终的要素进行了深入地探讨，并使用品牌社区的概念来帮助构建和衡量顾客品牌关系。

As business competition is becoming fiercer, corporate competition accordingly escalates from parts to the whole. In this process, band undoubtedly plays a crucial role. This paper cited Olin＇s description about brand and gives a detailed analysis on the elements of Keller＇ s Customer-Based Brand Equity （CBBE） pyramid model. In addition, the paper gives a thorough analysis on a series of applications of the above model. Finally, a detailed discussion is included in the end of essential elements of the model, and the brand community is designed to build and measure the customer-brand relationship.