从“丰田召回”事件看品牌依恋的双向作用  

The Study on the Bidirectional Function of Attachment to Brand from the Case of "Toyota Recalling"

作　　者：侯海青[1] 

机构地区：[1]西安石油大学经济管理学院,陕西西安710065

出　　处：《西安石油大学学报（社会科学版）》2011年第1期48-51,共4页Journal of Xi’an Shiyou University:Social Science Edition

摘　　要：企业营销环境的复杂化、动荡化以及经营规模的不断扩张进一步加剧了企业营销管理控制的难度,也是企业负面营销事件频发的主要原因。因此,从顾客对品牌的依恋入手,分析品牌依恋对负面营销事件的双向作用,说明企业必须重视内外环境建设以应对不利事件。The complexity and the turbulence of enterprise marketing environment, and the continuous expansion of business scale further intensify the difficulty of marketing management control for enterprises, and are also the main cause of negative marketing incident happening frequently in enterprises. Therefore, starting with the customer＇s attachment to the brand, the paper analyzes the bidirectional effects of customer＇s attachment to the brand on negative marketing events. It is presented that enterprises should place emphasis on the construction of internal environment so as to handle the negative event.

关 键 词：丰田召回 品牌依恋 负面营销事件 管理控制 

分 类 号：F273.2[经济管理—企业管理]