品牌关系管理——营销理论的新发展  

Brand Relationship Management:New Development of Marketing Theory

作　　者：马永生[1] 

机构地区：[1]上海财经大学国际工商管理学院,上海200083

出　　处：《财经研究》2001年第12期44-49,共6页Journal of Finance and Economics

摘　　要：企业经营环境迅速、急剧地发生变化 ,传统的品牌管理越来越显得苍白无力 ,品牌关系管理因此应运而生。本文主要阐述了传统品牌管理败落的原因 ,品牌关系管理的实质、核心内容及其与传统品牌管理的区别 ,同时 ,就如何有效地实施品牌关系管理提出了一些看法。Management environment which enterprises are facing is changing swiftly and violently,so traditional brand management is becoming more and more invalid and brand relationship management emerges timely. This paper mainly explains the cause that traditional brand management is declining,the essence and the core content of brand relationship management,and the differences between traditional brand management and brand relationship management .At the same time, this paper also gives some opinions about how to implement brand relationship management efficiently.

关 键 词：品牌关系管理 顾客资产 顾客忠诚 企业经营管理 

分 类 号：F713.50[经济管理—市场营销]