摘要
文章在总结归纳了各个不同时期对品牌定义的代表性说法后,提出了关系视角下对品牌的看法———品牌是企业与顾客之间的关系性契约。同时对品牌关系的价值作了探索,提出了一些经营品牌关系的建议,以期对企业的品牌管理人员有所帮助。
After summarizing and concluding the representative parlance of the definition of brand in different periods,this article put forward a newopinion of brand under the visual angle of relation———brand is a contract of relation between enterprise and customer.At the same time,this article explored the value of the relation of brand,advanced some suggestions of the management of the relation of brand,hoping to do some good to the brand administrative staff of the enterprise.
出处
《广西经济管理干部学院学报》
2005年第1期78-80,83,共4页
Journal of GuangXi Cadres College of Economic and Management
关键词
品牌
品牌关系
顾客
Brand
Relation of Brand
Customer
