基于顾客忠诚的品牌价值研究

摘  要

加入世界贸易组织，使我国的经济贸易环境得到进一步的改善。一些国际知名品牌乘势利用技术，资金上的优势占领中国市场，我国民族工业当务之急使用国际企业的以顾客为中心的规则来强大自己，提升品牌价值。品牌价值主要包括品牌内在价值和外延价值，而其两部分价值的大小主要由顾客对品牌的功能利益和情感的感受的大小来决定。可见顾客忠诚对品牌价值的重要性。因此顾客忠诚价值是品牌价值的主要来源，品牌价值的基础是顾客忠诚。所以提高顾客忠诚度就能提高品牌价值。最后本文提出了一些培养顾客忠诚提高品牌价值的可行性的方案。

关键词：顾客忠诚  品牌价值  顾客忠诚价值 
ABSTRACT

Joins the World Trade Organization, enable our country's economical trade environment to have the further improvement. Some international well-known brands take advantage of a favorable situation the use technology, in the fund superiority seize the Chinese market, our country nationality industry urgent matter use the international enterprise to come formidable own take the customer as the central rule, promotion brand value. The brand value mainly includes the brand intrinsic value and the extension value, but its two part of value mainly decided by the customer to the brand function benefit and the emotion feeling .Obviously customer loyally is important to brand value. Therefore the customer loyal value is main origin of the brand value, the brand value foundation is the customer loyalty. Therefore enhances the customer loyalty to be able to enhance the brand value. Finally this article proposed some the feasible plan for training the customer loyalty to enhance the brand value.

Key words: Customer loyalty  Brand value  Customer loyal value

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