基于品牌关系生命周期理论的品牌关系管理研究  

Study on the Brand Relationship Management Based on Brand Relationship Lifecycle Theory

作　　者：秦州[1] 张莹[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《淮海工学院学报（人文社会科学版）》2013年第22期27-29,共3页Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)

摘　　要：随着中国经济环境的不断改善和政府监督机制的日益健全,以及媒体行业对企业监督的的蓬勃发展,企业的负面信息被频繁曝光,品牌危机成为越来越多的企业面临的问题。这里基于品牌关系生命周期理论的运用,以分析品牌关系断裂现象为前提,将品牌关系的发展过程划分为断裂前、断裂和再续三个阶段,在总结不同阶段相关理论的基础上,就企业如何预防关系断裂和处理关系断裂、以及进行关系再续等问题提出了积极的建议。With the improvement of China＇s economic environment,and the perfection of government su- pervision mechanism, as well as the media inspection, the negative information of enterprises are reported frequently, and the brand issue has become the concern of most enterprises. Based on the adoption of brand relationship lifecycle theory, the developing process of brand relationship is divided into three stages as pre-fracture, fracture and renewing. Positive suggestions are given to prepare for the relationship fracture, deal with the fracture and how to renew.

关 键 词：品牌关系生命周期 品牌关系管理 预防断裂 关系再续 

分 类 号：F270.7[经济管理—企业管理]