基于消费者学习的品牌识别模型研究  

作　　者：卜正学[1] 朱文岩[1] 

机构地区：[1]桂林理工大学管理学院

出　　处：《企业经济》2016年第9期22-27,共6页Enterprise Economy

基　　金：国家自然科学基金项目"社会化媒体环境下社会资本;社会距离对第三人效应的作用机理研究"(项目编号:71562009)

摘　　要：根据对国内外品牌识别模型的理论研究发现,传统的品牌识别模型,把消费者学习作为一个外生变量,是欠妥当的。结合现实发展趋势来看,消费者学习才是品牌识别的主体。消费者的知觉、记忆、创造等这些由浅到深的行为与品牌识别之间存在着必然的关联。为此,本文构建了基于消费者学习的品牌识别模型,并运用品牌识别效用函数对模型进行检验。由此可知,消费者对品牌内容学习程度越深,其品牌识别能力就越高。在此基础上,根据消费者学习方法提出相应的品牌策略。According to the theory of brand identity models both at home and abroad, the traditional brand identity model regards the consumer study as an exogenous variable, which is inappropriate. Combined with the developing tendency in reality, con- sumer study is the main body of brand identity. Behaviors from shallow to deep layers of consumer perception, memory, creativity, etc. are inevitably connected with brand identity. To this end, this article builds a brand identity model based on consumer study, and uses the utility function of brand identity to test the model. Consequently, consumer＇s ability of brand identity is subject to the degrees of the consumer study. It can be seen that, the deeper degree of consumer study has the better ability of the brand identity. On this basis, we put forward corresponding brand strategies according to methods of consumer study.

关 键 词：品牌识别 消费者学习 品牌策略 

分 类 号：F724[经济管理—产业经济]