| 消费者品牌信任瓦解与重塑对策研究 |
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| 引用本文： | 唐小飞,郑杰,孙洪杰.消费者品牌信任瓦解与重塑对策研究[J].预测,2010,29(6). |
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| 作者姓名： | 唐小飞 郑杰 孙洪杰 |
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| 作者单位： | 西南财经大学工商管理学院; |
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| 基金项目： | 国家自然科学基金，西南财经大学"211工程"三期资助项目，西南财经大学科研基金，四川省统计局资助项目 |
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| 摘 要： | 随着全球经济一体化,商业市场中的诚信问题已成为一个国际性问题.因诚信引发的商业欺骗和假冒伪劣等对人们的身心健康带来了极大的威胁.尤其是近来年中国乳制品行业暴发的各类产品伤害事件使许多品牌失去了往日的光泽,消费者过去所依赖的品牌信任感知机制开始瓦解.中国企业如何走出困境,消费者品牌信任如何重塑?成为摆在企业和各级政府面前的重要命题.为了探寻诚信危机下中国品牌的出路问题,本文将心理学和社会学等领域的相关理论引入到营销领域,以中国乳制品行业为背景,深入剖析了消费者品牌信任嬗变的内在机理,探讨了消费者品牌信任重塑的有效途径.
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| 关 键 词： | 道德危机 品牌信任嬗变 品牌信任重塑 |
The Collapse and Recreating Strategies of Consumer Brand Trust |
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| TANG Xiao-fei,ZHENG Jie,SUN Hong-jie.The Collapse and Recreating Strategies of Consumer Brand Trust[J].Forecasting,2010,29(6). |
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| Authors: | TANG Xiao-fei ZHENG Jie SUN Hong-jie |
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| Institution: | TANG Xiao-fei,ZHENG Jie,SUN Hong-jie(School of Business Administration,Southwestern Universityof Finance & Economics,Chengdu 610031,China) |
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| Abstract: | Along with the global economy integration,the problem of honesty in the commercial market has been an international issue.The commercial cheating and fake caused by the problem of honesty pose threat to customers' physical and mental health.Especially these days,various of product injuries in dairy industry tarnished many brands,and customers' previously depended brand trust perception mechanism started to collapse.How to find a way out of a stalemate and how to remodel the customer's brand trust have becom... |
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| Keywords: | moral crisis brand trust evolution brand trust remodel |
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