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《品牌管理者应对消费者品牌转换行为六步曲（brand managers respond to consumer brand switching behavior of six steps）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、品牌管理者应对消费者品牌转换行为六步曲（Brandmanagersrespondtoconsumerbrandswitchingbehaviorofsixsteps）ThestudyofbrandswitchingoriginatesfromtheriseofbuyerresearchSince90s,undertheinfluenceofthedemonstrationroleinthestudyofthemarketformultinationalcompanies,consumerresearchgraduallybymanylocalenterprisesChine
2、seattention,marketresearchhasgraduallybecomeapartofmarketingmanagement.Bytwenty-firstCentury,consumerresearchthatemphasizedtheneedforunderstandingwasfurtherexpandedtoemphasizebuyerresearchinthepurchasedecisionprocessanalysis,andconsumerbrandswitchingbehaviorresearchwasanimportantpart.Consu
3、merbrandswitchingbehaviorresearch,attention,reflectstheincreasinglyspecializedmarketing,refinedmanagementtrends.Marketingmanagersshouldnotonlypaycloseattentiontothechangesofproductsalesandbrandequity,butalsoexaminethestructureandinternalcausesofproductsalesandbrandequitychanges.Theconsumer
4、brandswitchingbehavioronthesurfaceisareflectionofconsumersforthesamekindofproductsindifferentbrandpurchaserights,reflecttheessenceoftheenterprisebrandmanagementandthesuccessofhighmarketresults.Thestudyofconsumerbrandswitchingbehaviorcaneffectivelyrevealtherootcauseoftherealandeffectiveeffe
5、ctofbrandmarketingonconsumers'andupcomingpurchasinginfluenceandinfluence.Inthemarketcompetitionenvironmentofnonabsolutemonopolypattern,thebrandswitchingbehaviorofconsumersisrelatedtotheriseandfallofbrand.Morethan20yearsofreformandopeningup,thenumberofbrandwasasmashhit,andnow?Whiletherearem
6、anybrandsbywindsandwaves,stillinhighspirit,romantic.Thisgreatdifferenceisduetotheconsumerbrandswitchingbehavior,andthechoiceandchangeofconsumerbrandswitchingbehavioriscausedbythebehaviorofenterprisebrandmanagementitself.Forexample,threeoralliquidirresponsiblepropagandaandconsumerfooled,con
7、tempt,eventuallyledtoconsumersabandonthebrand,thethreemythssobecomeanendlesshistory.Recently,SK-2'smishandlingofqualityeventshasalsoledconsumerstochangetheirbrandchoices,andProcter&Gamble'sstrongskincarebrandisindangerofbeingdevastated.Withtheincreasinglyfierc
