消费者品牌信任瓦解与重塑对策研究  

The Collapse and Recreating Strategies of Consumer Brand Trust

作　　者：唐小飞[1] 郑杰[1] 孙洪杰[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都610074

出　　处：《预测》2010年第6期8-12,共5页Forecasting

基　　金：国家自然科学基金资助项目(71072169);西南财经大学"211工程"三期资助项目;西南财经大学科研基金资助项目;四川省统计局资助项目(2009SC140;2009SC139)

摘　　要：随着全球经济一体化,商业市场中的诚信问题已成为一个国际性问题。因诚信引发的商业欺骗和假冒伪劣等对人们的身心健康带来了极大的威胁。尤其是近来年中国乳制品行业暴发的各类产品伤害事件使许多品牌失去了往日的光泽,消费者过去所依赖的品牌信任感知机制开始瓦解。中国企业如何走出困境,消费者品牌信任如何重塑?成为摆在企业和各级政府面前的重要命题。为了探寻诚信危机下中国品牌的出路问题,本文将心理学和社会学等领域的相关理论引入到营销领域,以中国乳制品行业为背景,深入剖析了消费者品牌信任嬗变的内在机理,探讨了消费者品牌信任重塑的有效途径。Along with the global economy integration,the problem of honesty in the commercial market has been an international issue.The commercial cheating and fake caused by the problem of honesty pose threat to customers＇ physical and mental health.Especially these days,various of product injuries in dairy industry tarnished many brands,and customers＇ previously depended brand trust perception mechanism started to collapse.How to find a way out of a stalemate and how to remodel the customer＇s brand trust have become important propositions faced by both enterprises and government of all levels.To find a way out for the China brand under credit crisis,this paper attempts to introduce theories in psychology and sociology to marketing domain,analyze the underlying mechanisms of the customers＇ brand trust evolution in the background of China diary industry,and discuss effective approaches to remodel customers＇ brand trust.

关 键 词：道德危机 品牌信任嬗变 品牌信任重塑 

分 类 号：F713.50[经济管理—市场营销]