精确营销对品牌价值提升的机理分析.pdfVIP

摘 要 摘 要 全球经济一体化背景下，国家间的竞争经常表现为品牌的竞争，中国在这种竞争中 处于劣势，品牌建设急需加强，品牌价值有待提升。尤其是二十一世纪营销环境发生了 巨大改变，商品的极大丰富和品牌忠诚的短暂迫使企业结束漫无目的的大众营销，实现 精确营销，并通过精确营销实现品牌价值的提升。 本文首先梳理了精确营销和品牌价值的基础理论。精确营销的内涵包括客户的精 确、产品的精确、技术的精确，品牌价值部分涉及到品牌价值的涵义、表现形式及变动 的影响因素。接着创新性地从三个方面建立精确营销和品牌价值提升之间的机理联系， 分析其作用机制。第一，客户的精确影响客户忠诚度，从市场需求变动角度提升品牌价 值；第二，产品的精确突出品牌的核心价值，从企业自身角度提升品牌价值；第三，技 术的精确在竞争中创造竞争优势，从而提升品牌价值。最后针对目前中国企业存在的问 题，对精确营销提升品牌价值的途径进行初探。 关键词 品牌价值 精确营销 竞争优势 客户忠诚 I Abstract Abstract Under the condition of economic globalization, the competition among countries often performs as competition of brands. With the urgent need of strenthening the brand construction and promoting the brand value, China has been in inferiority in the competition. Especially, the marketing environment has changed a lot in the 21st century,commodity greatly enriched and brand loyalty short forced firms end the aimless mass marketing .To fit in the new marketing environment, enterprises should carry out precision marketing, and promote the brand value by precision marketing. First of all, this thesis states the basic theory of precision marketing and brand value. The connotation of precision marketing contains the precision of clients, technology, and products. Brand value involves the meaning, the representation, and influence factors of changes. Then, creatively, the thesis establishes and analyzes the work mechanism of precision marketing and brand value from three aspects—First, the precision of client affects the customer’s loyalty, which promotes the brand value from the changes of market demand; Second, the product precision highlights the core v