品牌接触点定义分类与相关测量方法（Brand contact point definition classification and related measurement methods）.docVIP

品牌接触点定义分类与相关测量方法（Brand contact point definition classification and related measurement methods） Definition of brand contact point: 1. the critical moment for customers to decide to take and give up buying decisions 2. Any aspect of the customers exposure to the product or service at any time has the potential to take note of and assess and interpret the brands information. 3. Access to the brand by the audience. Key touchpoints: what are the most relevant and meaningful to existing customers and potential customers in the contact and contact between the brand and the customer? Classification of brand contact points: 1. The contact points of enterprises and brands are divided into two parts: information transmission channel and behavior transfer channel. The so-called information transmission path is the place where words, patterns, sounds, pictures and other language symbols are used to express and disseminate information such as brand value, brand connotation and brand commitment. For example, the mass media, whether TV, newspaper, radio, posters, etc., are a kind of symbol transmission. Such as enterprise VI system, exhibition and so on. All belong to the information transmission channel. The so-called behavioral transmission pathway is the place where the behavior of the enterprise and the enterprise carries on the brand connotation. For example, the sales person of the terminal has contact with the consumer, and her behavior affects the brand. Or, the companys leaders and other peoples places of communication, the public behavior of enterprises: caring activities and so on. 2. Integrating marketing contact points, contact point is the path of the audiences contact brand, and brand contact points are divided into three categories: interpersonal contact point, media contact point and experience contact point Criteria for judging whether or not contact points: If a particular thing about the customer experience works well, who gets the trust? If that thing runs bad