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品牌战略管理,是产品和服务在面向市场和消费者时,由产品变成商品的惊险一跳之时,对品牌关系所进行的契约性社会资本的构造。品牌关系,是在企业内部管理与外部传播过程中持续构建而成的社会资本。品牌关系中的社会资本,是通过顾客关系、象征图式与企业公民行为三种形态构架的。顾客关系的实质,是与顾客结成长期互惠合作的交往形态,并持续地
Brand strategy management is the construction of contractual social capital for brand relationship when the products and services are thrown into the market from the product to the consumer. Brand relationship is the continuous construction of social capital in the process of internal management and external communication. The social capital in the brand relationship is constructed through the three forms of customer relationship, symbolic schema and corporate citizenship behavior. The essence of customer relationship is to establish long-term and mutually beneficial cooperation with customers, and continuously