未来品牌营销 与消费者共创价值（Future brand marketing and consumer value creation）.docVIP

未来品牌营销 与消费者共创价值（Future brand marketing and consumer value creation） Future brand marketing: creating value with consumers Author: Ding Jiayong 2003 management strategy guru Prahalad et al in consumers and consumers to create value Dynasty: a Book of ideas to create value, and that the enterprise can not be like the past which are unilateral thinking and take unilateral action, because the value not only by the enterprise to create, but through the exchange with consumers to achieve, is a product of common consumers and create value enterprise. The core idea of creating value is how to make consumers equal problem solvers, and make them as a collective to create value and obtain value. Today, consumers are more dynamic and active, rather than passively waiting for satisfied abstractions. Consumers can seek value for themselves by making clear or indefinite transactions, while helping companies create value. Brand marketing shows that todays consumer lifestyle is individualized and diversified. On the one hand, people live in a variety of areas of daily life with a strong sense of self and autonomy. People trying to self display to present ourselves to others in one aspect of the charm, hope that through consumer brands show their own unique personality and taste; on the other hand, the consumer behavior toward diversification, life has become a theater, people have a kind of want to help show and experience another kind of life desire, consumers toward the changeable and emotional life transformation. Professor Schultz, an expert in brand communication theory at the Northwestern University, points out that companies can no longer focus their attention on all consumers, rather than on the differences between consumers. But for a long time, companies are accustomed to treating consumers the same way, and using the results of the sampling survey on all consumers. That is, a brand strategy for all consumers. The strategy of establishing a brand and consumer relationship