B2B企业品牌建设模型构建和应用研究.pdf

Abstract In todays world, the competition between enterprises has converted from individual competition such as product, technology, price and resources to competition in comprehensive strength brand represented with brand. However, at home and abroad most brand theory and strategy researches mainly are concentrated in the B2C (consumer) market currently, such as the brand equity connotation, brand value of assets evaluation, the brand equity management and cultivation and other fields, the research and literature on B2B market are much less. This article selects the B2B enterprise as the research object, based on the following considerations: first of all, the particularity of B2B market —the higher technology and customer’s sense consideration, so often this kind of brand construction are different from B2C. Secondly, domestic enterprises urgently need to build B2B brand in order to be in an invincible position in the competition. Thirdly, with highly complexity of B2B product, its transaction process must also have a senior expert’s participation, B2B brand building has become an important object of study. Finally, B2B products purchasing subject is the organization of customer (including enterprise, government and non-profit organization, etc.), also earlier use new products than the consumer. Most B2B markets use the relationship management as the main marketing mode, as competition becomes increasingly fierce, brand building into the B2B field will gradually become the focus of attention of theorists. Many practices shows that the brand construction is vital for B2B market, by creating customer loyalty to enhance market share.At present Chinese B2B enterprises are facing serious competition pressure of brand, therefore, it is necessary to study the related elements of B2B brand construction. In order to do systems analysis of B2B brand construction theoretically, the related literatures at home and abroad are collected, the progress