忠诚度:坚如磐石也薄如蝉翼

• 作 者: 王巧贞 文艳霞 黄琼莹
• 出 处: 销售与市场(评论版)
• 发表日期: 2014年08期
• 关键词: 品牌忠诚度 薄如蝉翼 目标消费者 成熟稳重 饼干 卫生巾 女生 早餐店 怡宝 姐姐

本期话题:品牌忠诚度是品牌价值的核心,在你的日常购物中,是否对某一品牌形成了一定的忠诚度?是怎样的因素或体验影响了你对特定品牌忠诚度的形成或消散?奥利奥小饼干读高中的时候超级喜欢ES的衣服,几乎买衣服都是直接奔向ES。可是随着年龄增大,自己再看ES的衣服就有一种小孩子气的感觉,并不成熟稳重,较难衬托出一个女生的气质,近几年我忠诚度很高的是一个叫紫涵的小品牌。或许每个品牌都有它追求的风格和目标消费者,但是如何能长期维系住一个群体也是一个问题,因为消费者的年龄和阅历都在不断变化。

In this issue: Brand loyalty is at the core of brand value. Does your brand have a certain degree of loyalty in your everyday shopping? What factors or experiences affect your formation or dissipation of brand loyalty? Ollie biscuits reading high school Super like ES clothes, almost buy clothes are directly toward the ES. However, with age, their own look at the ES clothes have a childish feeling, not mature and stable, more difficult to bring out the temperament of a girl, in recent years I am loyal is a purple han Small brand. Perhaps each brand has the style and target consumers it pursues, but how to sustain a group for the long term is also a problem because consumers are constantly changing in their ages and experiences.