沈阳理工大学学士学位论文
[27] 罗志文. 紧随和超越[J]. 北京：当代经济，2008（6） [28] wapbaike.http://m.wodefanwen.com/ 百度百科—思念
[29] 樊昕烨. 冷饮与速冻食品工业[M]. 北京：高等教育出版社，2005
[30] 万卉林. 从思念事件看中国速冻食品企业的危机管理[J]. 上海：理论月刊， 2009（4）
27
沈阳理工大学学士学位论文
附录A
The Brand Marketing
20th Century Modern Marketing Management Theory is the most rapidly developing economic management disciplines, the most far-reaching impact a discipline? It is not only affects the economic management of the development of theory, the more important it is a direct impact on the national marketing practice. This is a subject which can not be compared with other economic management. Marketing now generally believes the market economy, but it is a course on how to satisfy the needs of consumers, guide the consumer market and the economic prosperity of management disciplines.
American Marketing Association (AMA American Marketing Association) to the brand (brand) is defined as \name Terms marker, symbol or design or a combination of them. Sales purpose of identifying a particular person or particular group sales of products or services, and make it open to the same products and competitors. “Modern Marketing Theory, Brand is in a certain manner and it can meet the same demand for other goods or services from the distinguished characteristics of a product or service. These differences may be functional, physical or rational connection with the performance of the brand name products. However, in today's society the significance of brands and their products may be more symbolic, perceptual experience, it is invisible, and Brand is represented by the spirit of the concept.
Two masters hold that marketing and brand development of a comprehensive and balanced. An important point is the concept of brand equity managers with the framework to fully understand the significance of modern marketing. The so-called \and brand image. The former means that people are aware of the extent and significance of the brand name. Brand reflected in memory (that is, whether a particular brand stored in the memory of customers), and brand recognition (in the face of many brands that customers can identify whether a particular brand) ; the latter refers to people known brand on the premise that the link is established brand with a
28
沈阳理工大学学士学位论文
brand attitude network. Brand is not only due to the strong brand equity with a higher profile, but more important is to establish some connection with consumers. Lenovo to allow consumers to move in the interest of consumers it represents the heart, thereby affecting the purchase decision.
Two masters’ studies suggest that assets should be the most successful corporate branding brand assets, because it not only represents enterprises (products) of the past, present, but also represent the future. It is difficult to determine the methods of calculating the size of its value. Brand is precisely representing the future, which makes the value of a brand is incalculable. Consumers to purchase the product, the brand owned enterprises to meet the needs of their psychological feelings. In the 21st century, brands roles are changing, in the past, to determine the brand or the source of a product manufacturer. So that manufacturers or dealers to consumers. Consumers can evaluate different brands to the same products. Consumer products, through past experience and understanding, and for brand marketing plans. Analysis of brands they find satisfactory and unsatisfactory. Today, life becomes more complicated when consumers, emergency and time is running out, streamline decision-making and reduce the risk of buying a brand's capacity is priceless. Marketing Management shows that the 21st century is the core issue in consumer marketing and brand management is how to link, building strong brands and marketing and brand comprehensive and balanced development. So from the perspective of consumer psychology research brand equity is more realistic and long-term significance.
For companies, but also represent the brand can influence consumer behavior valuable assets and has the force of law can be traded and its owners to provide income security to support future. From the beginning of the 20th century to the mid-1980s, many companies have a lot of money to a global brand with the merger or acquisition. Brand often guarantee a price premium brand holders gain additional profits so start building brands have similar difficulties and costs staggering. No wonder Wall Street today, it was generally believed that the high yield and strong brand will give the company a huge profit. Create tremendous value for shareholders.
Two marketing and brand management says that the combination of 21st century marketing and brand management is an important strategic idea of how your business
29
沈阳理工大学学士学位论文
or products were \Although the company through marketing plans and marketing activities may continue to provide the impetus for the creation of value brands. But Brand Asset Value is the key to how it is rooted in the minds of consumers. That is, to change or strengthen a consumer brands and brand image. Brand Cognitive Psychology from the consumer perspective because the brand is a subjective concept, it is rooted in reality. Also reflected in the consumer's perception even some personality and character. This is precisely the function of the host brand image.
From an academic perspective, Based on consumer brand equity (customer-based brand equity) is the marketing effect on consumers of the different reactions of certain brands pose. When consumer products, as well as a positive response to its marketing, a brand, the consumer will have positive brand equity. If customers in the same situation under the brand marketing activities and make less like reaction Then brands were considered to have a negative impact on consumer brand equity.
From the point of view of consumer behavior and brand cognitive psychology, based on three key elements of consumer brand equity. First, the consumer response to the origin of the difference between brand equity. If there is no difference between the brands of their products are classified as ordinary products. Perhaps it is so often the product price-based competition. These differences are due to the emergence of two consumer knowledge on the different brands. Brand (brand knowledge) and all the relevant brand idea, I feel image, experience, faith component. Therefore, the brand should help consumers to believe that it is a strong, favorable and unique, as the Volvo Safety, Halley-Davidson stressed adventure. Three different forms of consumer brand equity that is reflected in all aspects of the perception of brand marketing. preferences and behavior. Research that the key brand equity interests are : to improve the performance of brand-name products that have a higher degree of loyalty in a competitive market behavior have fewer weaknesses The weakness in the market crisis have less space for a greater profit.
Theory is based on the consumer's brand equity in the process of building a strong brand marketing whose challenge is how to ensure that consumers have the
30
沈阳理工大学学士学位论文
experience of brand-name products and services with the knowledge required to create brand marketing plan.
In short, Marketing and Brand comprehensive and balanced development concept is an important brand asset value to let operators know from the Institute for marketing products and services to consumers brand knowledge is the cost of investment. Brand investment, and investment quality is the key, consumer brand knowledge of the investment is the key to the heart of brand equity value. This is two masters Superman wisdom lays.
31