大洋渔夫品牌客户价值形成过程分析  

The Forming Process of Costumer Value of Ocean Fisher Brand

作　　者：韩庆[1] 花昭红[1] 

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《商业经济》2017年第7期94-97,126,共5页Business & Economy

摘　　要：大洋渔夫作为近年崛起的高端水产品品牌,创造并传递了顾客需要的价值,具有越来越大的市场影响力和顾客认可度。根据相关理论,大洋渔夫品牌的客户价值构成要素被分为功能性价值、情感性价值、象征性价值以及成本性价值。差异化营销、丰富企业文化内涵与增加客户沟通渠道为大洋渔夫品牌客户价值的形成创造了条件。大洋渔夫品牌客户价值的形成过程包括三个阶段:价值界定、价值创造和价值传递。Ocean Fisher, a high-end brand of aquatic product rising in recent years, creates and delivers values demanded by customers, increasingly influencing the market and getting popular as a well-known brand. According to relative theories, the customer value of Ocean Fisher consists of four parts in terms of function, emotion, symbol, and cost. Differentiated marketing, corporate culture connotation enrich- ment and the increase of customer communication channel create conditions for producing the value. The forming process of the customer value includes three stages, value definition, value creation and value delivery.

关 键 词：品牌客户价值 价值构成要素 价值形成过程 

分 类 号：F123.9[经济管理—世界经济]