消费者品牌信任及其营销对策  

Consumer Brand Trust and Its Marketing Countermeasures

作　　者：王文松[1] 

机构地区：[1]洛阳工业高等专科学校经济管理系,河南洛阳471003

出　　处：《河南科技大学学报（社会科学版）》2007年第3期86-88,共3页Journal of Henan University of Science & Technology(Social science)

摘　　要：品牌信任是企业实施品牌战略、建立忠诚客户关系的基础。可靠度和对消费者的承诺是其主要内涵,商品内在质量、外在形象以及企业价值观、顾客认同感是影响品牌信任的主要因素。强化质量意识、实施精品工程、提升服务理念和提高品牌使用的精神感受等方面是提高品牌信任度的基本措施。The brand trust is the based on which the enterprise implements the brand strategy, establishes the loyal customer relations, whose main connotation lies in dependability and consumer＇ s pledge, and the commodity memory quality, the external image as well as the enterprise values, the customer sympathy are the primary factors of affecting the brand trust. Many aspects such as Strengthened quality consciousness, the implementation of high-quality goods project, the promotion of service idea and the improvement of the mental feeling about the brand use are the basic measure, which help enhance the brand confidence level.

关 键 词：消费者 品牌信任 营销对策 

分 类 号：F713.55[经济管理—市场营销]