品牌管理参考文献及外文文献翻译 第5页
communication. The customer is obtains the information through each contact way, also has through each kind of media advertisement, in the product packing, store sales promotion, also has the product to contact, the post-sale service and the neighbor friend's oral traditions, therefore, the enterprise must synthesize coordinated utilization each kind of form the dissemination method, establishes the brand cognition, for will march into the mature period to build the good foundation from now on. The establishment, the enhancement and the maintenance brand cognition is the enterprise wins over the potential customer, enhances market share the important step.
Becomes the long-term enterprise because the resources is opposite to the expense demand multiplicity and the variability always limited, not impossible to satisfy in the market all demands, therefore the enterprise must aim at certain own to have the competitive advantage the goal market to carry on the marketing. The brand localization is the enterprise for satisfies the specific goal customer group, and has the connection with the product the unique psychological demand is the goal, and establishes in the similar brand has the comparison superiority the brand strategy. Through the lock onto target customer, and establishes a out of the ordinary difference competitive advantage and the position in the goal customer mind, the connection brand own superiority characteristic and the goal customer's psychological demand. In now in this information over expansion society, only has effectively utilizes locates this dissemination way and the marketing strategy, can cause the brand to fully expose talent in keen competition. Thus, once the customer had the correlation demand, can open the cerebrum the memory and the association gate of, naturally thinks of this brand, and implementation corresponding purchase behavior.
2.3 Mature period brand strategy.
The enterprise enters the mature period, already came to a stop in the market the heel, but because the competitor massively joins with the product popularization, the competition changes especially intensely. Therefore, the enterprise should act according to the mature period the market, the product, the competition characteristic, enhances the enterprise brand the loyalty, carries本文源自优文论文网 on the suitable brand to extend.
The brand loyalty is the customer to the brand sentiment measurement, reflected a customer changes another brand the possible degree, is the enterprise important competitive advantage. It has provided the customer for the brand product which stable is not easy to shift, thus has guaranteed this brand basic market share. Therefore, the cultivation brand loyalty said very 毕业论文
http://www.Lwfree.cn/raw material, to post-sale service a series of responsibilities value system which provides for the customer, establishes the harmonious relations between the enterprise and the customer, then, may loyal affect customer's behavior in the mature period enterprise using the customer to this brand. Customer's brand is loyal once forms can very as uncomfortably as the competition product influence. The brand loyal is in the brand property most important part, the brand property finally is manifests in the brand on is loyal, this is the enterprise implements the brand strategy the basic goal. However, consumer's brand is loyal is not unconditional, its root to the enterprise to this brand strict specification, namely this brand has the remarkable quality guarantee.
The brand extends is has the success brand to use in the new production after on the improvement product one kind of strategy. The brand extends only borrows on superficial by no means the brand name, but is to the entire brand property strategy use, is the enterprise realizes the brand intangible asset shift, the development effective way. Uses the brand to extend, the enterprise not only may guarantee the new product investment decision-making is quickly accurate, moreover is helpful to reduces the new product the market risk, saves the new product promotion the large amount expenditure, effectively reduces the new product the cost expense. Extends through the brand, the enterprise may strengthen the brand effect, the increase brand this intangible asset economic value and the core brand image, enhances the overall brand combination the investment benefit. Especially brand which newly extends under the new technology environmental condition, not only may rapidly promote the product in the time according to the market shift which adapts with it, moreover changed the traditional brand formerly purely to depend upon the self- strength to develop and to extend
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