从消费者的消费行为谈中国品牌策划.pdfVIP

Modern Management 现代管理, 2011, 1, 283-286 doi:10.4236/mm.2011.14051 Published Online October 2011 (/journal/mm) * On the Brand on Chinese Consumer Behavior Tianzhu Huang, Li Zhao College of Management, Shaanxi University of Science and Technology, Xi’an Email: huangtianzhu@126.com Received: Jun. 1st, 2011; revised: Aug. 23rd, 2011; accepted: Sep. 1st, 2011. Abstract: China has over 1.4 billion due to the population and increasingly the concern of countries in the world, because China has opened up its markets for investment and trade dependence on increasingly by many countries. Thus the consumer behavior of Chinese consumers no longer bound by the traditional consumption of thinking and become more complex, the brand as one of the important factors, it is worthy of discussion and study. To solve this problem, shallow elaborate brand on Chinese Consumer Behavior, and the corresponding plan put forward by the need to focus on some of the Chinese brand, the hope that Chinese enterprises to pay more attention to brand building and keeping, with more outstanding brands, and to the world. Keywords: Chinese Market; Consumer Behavior; Brand; Planning 从消费者的消费行为谈中国品牌策划* 黄天柱，赵 丽 陕西科技大学管理学院，西安 Email: huangtianzhu@126.com 收稿日期：2011 年6 月1 日；修回日期：2011 年8 月23 日；录用日期：2011 年9 月1 日 摘 要：中国市场因拥有近14 亿的人口而越加受到世界各国的关注，因中国对外开放其投资和贸易市 场而越加受到许多国家的依赖。由此中国消费者的消费行为不再拘束于传统的消费思维而变得越来越复 杂，品牌作为其重要的影响因素之一，很值得探讨和研究。针对这一问题，可浅层阐述品牌对中国消费 者消费行为的影响，从而提出策划中国品牌所需要注重的一些方面，希望中国企业能够更加重视品牌的 构建和维护，打造更多的优秀品牌，并向世界名牌大步迈进。 关键词：中国市场；消费行为；品牌；策划 1. 引言