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1、品牌管理者应对消费者品牌转换行为六步曲（Sixstepsforbrandmanagerstorespondtoconsumerbrandswitching）ThestudyofbrandswitchingoriginatesfromtheriseofbuyerresearchSince90s,undertheinfluenceofthedemonstrationroleinthestudyofthemarketformultinationalcompanies,consumerresearchgraduallybymanylocalenterprisesCh
2、ineseattention,marketresearchhasgraduallybecomeapartofmarketingmanagement.Bytwenty-firstCentury,consumerresearchthatemphasizedtheneedforunderstandingwasfurtherexpandedtoemphasizebuyerresearchinthepurchasedecisionprocessanalysis,andconsumerbrandswitchingbehaviorresearchwasanimportan
3、tpart.Consumerbrandswitchingbehaviorresearch,attention,reflectstheincreasinglyspecializedmarketing,refinedmanagementtrends.Marketingmanagersshouldnotonlypaycloseattentiontothechangesofproductsalesandbrandequity,butalsoexaminethestructureandinternalcausesofproductsalesandbrandequity
4、changes.Theconsumerbrandswitchingbehavioronthesurfaceisareflectionofconsumersforthesamekindofproductsindifferentbrandpurchaserights,reflecttheessenceoftheenterprisebrandmanagementandthesuccessofhighmarketresults.Thestudyofconsumerbrandswitchingbehaviorcaneffectivelyrevealtherootcau
5、seoftherealandeffectiveeffectofbrandmarketingonconsumers'andupcomingpurchasinginfluenceandinfluence.Inthemarketcompetitionenvironmentofnonabsolutemonopolypattern,thebrandswitchingbehaviorofconsumersisrelatedtotheriseandfallofbrand.Morethan20yearsofreformandopeningup,thenumberofbran
6、dwasasmashhit,andnow?Whiletherearemanybrandsbywindsandwaves,stillinhighspirit,romantic.Thisgreatdifferenceisduetotheconsumerbrandswitchingbehavior,andthechoiceandchangeofconsumerbrandswitchingbehavioriscausedbythebehaviorofenterprisebrandmanagementitself.Forexample,threeoralliquidi
7、rresponsiblepropagandaandconsumerfooled,contempt,eventuallyledtoconsumersabandonthebrand,thethreemythssobecomeanendlesshistory.Recently,SK-2'smishandlingofqualityeventshasalsoledconsumerstochangetheirbrandchoices,andProcter&Gamble'sstrongskincarebrandisindangerofbeingdevastated.Wit
8、htheincreasinglyfiercemark
