提高森林生态产品网上营销品牌忠诚度的思考  

How to Improve the Brand Loyalty of Online Marketing of Forest Ecological Products

作　　者：党悦[1] 魏庆翔 DANG Yue WEI Qing-xiang(College of Economics and Management, Northeast Forestry University, Harbin 150040, China)

机构地区：[1]东北林业大学经济管理学院,哈尔滨150040

出　　处：《中国林业经济》2017年第2期49-52,共4页China Forestry Economics

摘　　要：基于品牌忠诚度理论,将分散的消费人群归定义为品牌群落,讨论了品牌群落对品牌忠诚度的影响,同时侧重于品牌群落的三个标准结构:消费者可持续性,情感与承诺,并在这三个标准结构的基础之上对品牌群落和品牌忠诚度之间的关系做出更全面的讨论,验证了增加与消费者的交流强度有利于森林生态产品网上品牌群落的建设,提出了优化品牌群落的方法与策略。At this paper, the decentralized consumer groups are defined as brand communities which based on the theory of brand loyalty, discussed the influence of brand community on brand loyalty, focusing on the three standard structure of sustainable development, emotion and commitment for brand community commitment, while make a more comprehensive discussion on the relationship between brand community and brand loyalty, test that increasing the intensity of communication with consumers is conducive to the construction of forest ecological products online brand community, put forward the method and strategy of optimizing the brand community.

关 键 词：森林生态产品 品牌忠诚度 品牌群落 

分 类 号：F326[经济管理—产业经济]