品牌忠诚的形成机制及营销策略研究

Researches on Psychological Mechanismabout Brand Loyalty and Marketing Strategy

品牌忠诚体现了顾客对公司产品的良好的态度和行为。顾客品牌忠诚的产生有着自身多重的原因。顾客品牌忠诚的形成分为品牌接受、品牌认同和品牌忠诚三个阶段。正确地理解品牌忠诚的内涵和特征,是公司正确地实施品牌营销策略的可靠保障。

Brand loyalty reflects the customers'attitude and actions towards the products of companies.Emerging of brand loyalty itself has ist own various reasons. Customers'brand loyalty iS classified into three steps which are brand identity,brand accept and loyalty. How to understand correctly the nature and characteristics of brand loyalty is the reliable guarantee to help the companies carry out the brand marketing strategy.