消费者心理与品牌价值构建

随着全球化的发展，当今市场的竞争已表现为企业间品牌的竞争。作为品牌产品选择的消费者，通常是根据所处的境况来选择品牌。而只有被消费者所接受的品牌才能实现其真正价值。本文就从这个角度出发，第一章概括性的介绍消费者心理，第二章讲述品牌，第三章就结合起来论述消费者心理与品牌价值的关系，最后基于此提出当今中国品牌价值构建的误区，从而给出解决方法：基于消费者心理构建品牌价值。

关键词：消费者心理；品牌价值；品牌价值构建
 Consumer Psychology and the Construction of Brand Value

Abstract

With the development of globalization, the competition of market today has become the competition of enterprises’ brands. Consumers are playing a significant part in choosing brand products. They usually based on their own conditions to choose a brand. And only when accepted by consumers, can a brand realize its true value. This article is to discuss the relationship between consumers and brand values just from this aspect. The first chapter is a brief view of consumer psychology; the second chapter tells the brand, and the third chapter, combining consumer psychology and the brand value, talks about their relationship. Finally, based on the misunderstanding of China's construction of brands, solution methods will be given: how to build brand value on the basis of consumer psychology.

Key words: consumer psychology; brand value; construction of the brand value

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