服务企业品牌管理(国外英语资料).docVIP

服务企业品牌管理(国外英语资料) This article is contributed by flying whale 2 Service enterprise brand management ---- based on customer perceived value Research on the brand of modern marketing has decades of history, but the research object before mainly focus on tangible products for the brand, service brand is rarely involved, whether the service brand influence perceived value and perceived value influence, also did not see the relevant research. To provide customers with excellent customer value is the root of enterprise competitive advantage, and the study of the impact of brand on customer value is of great significance to the development of marketing theory and enterprise practice. First, the study of customer value with brand and customer value came forth in 1990s. At present there is no unified understanding of the definition of customer value, but generally believes that customer value is the customer perceived value (Customer Perceived Value, CPV), (PerceivedBenefits) is the perceived benefits and perceived sacrifices (Perceived Sacrifices) the tradeoff between (Bai Changhong 2001). Perceived loss includes all costs paid by the customer at the time of purchase, such as purchase price, acquisition cost, traffic, installation, order processing, maintenance, and failure or poor performance risk. Perceived benefits include perceived factors such as physical factors, service factors, technical support related to product use, and purchase price. Excellent customer value is the basis of customer satisfaction and customer loyalty. It is the basic purpose of enterprise management. Customer value enhancement can be realized by increasing perceived gain or reducing perceived loss. Brand is an important factor affecting customer value. Whether tangible product brand or service brand, can bring customer value from three aspects: first, to help customers to explain, processing and storage of a product or service information, so as to simplify the purchase decision, reduce the purch