摘要
品牌的本质就是关系,品牌价值蕴含于企业和消费者的关系中。当前我国企业的品牌化发展仍然面临诸如品牌力不足、品牌转化率不断降低、品牌忠诚度趋于弥散等一系列挑战,其均指向了企业与消费者品牌关系重构的必要性。据此,本文在考查三种价值创造逻辑的基础上,在战略层面提出了以消费者参与互动为主导的、凸显消费者作为"生产型消费者"角色的品牌价值共创系统模型,进而在策略层面从三个维度阐明品牌价值共创的核心路径:互动定制,以个性化的品牌产品实现消费者个性化的品牌需求;共建平台,以构建品牌共同体强化品牌凝聚力;共创管理,以绩效、接触点与危机管理提高品牌生命力。
The essence of brand is relationship and the value of brand exists in the relationship between enterprises and consumers.There are still many challenges in the development of the current enterprise’s brand building,such as the lack of brand strength,decreasing brand conversion and the dispersion of brand loyalty tends,which all points to the necessity of rebuilding the brand relationship between the enterprise and the consumer.In the above context,on the basis of examining three kinds of value creation logic,at the strategic level,this paper proposes the Brand Value Co-creation Model which takes the consumer’s participation and interaction as the dominated logic and highlights the role of consumers as productive consumers,and then clarifies the specific path for Brand Value Co-creation from three dimensions:Interactive Customization,which uses personalized brand products to satisfy consumer’s personalized brand demand;Co-construction Platform,which could build brand community to strengthen brand cohesion;Co-creation Management,which could enhance the vitality of brand.
出处
《企业经济》
北大核心
2020年第1期36-41,共6页
Enterprise Economy
基金
2018年度江苏高校哲学社会科学基金项目“消费者增权视角下的营销传播变革研究”(项目编号：2018SJA1601)
关键词
品牌关系
消费者参与互动
品牌价值共创模型
路径
brand relationship
consumer’s participation and interaction
brand value co-creation model
path
