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现代营销对品牌的研究有几十年的历史,随着时代的变迁,现代品牌管理面临着许多新的环境变量,其中最为显著的是,企业与顾客之间的互动关系成为其实施前提。这是因为,企业与顾客互动的过程和程度成为两者相互适应的更趋向理性的诠释。这种新型的关系的出现主要是由以下两种因素促成。1.体验经济的来临20世纪末,美国宾州大学教授约瑟夫·派恩二世
Modern marketing research on the brand has several decades of history. As the times change, modern brand management faces many new environmental variables. The most obvious is that the interaction between the enterprise and the customer becomes the premise of its implementation. This is because the process and degree of interaction between the enterprise and the customer become the more rational interpretation of mutual adaptation between the two. The emergence of this new type of relationship is mainly due to the following two factors. 1. The advent of economic experience The end of the 20th century, the University of Pennsylvania Professor Joseph Pine II