品牌管理者应对消费者品牌转换行为六步曲（Brand managers respond to consumer brand switching behavior of six steps）.docVIP

品牌管理者应对消费者品牌转换行为六步曲（Brand managers respond to consumer brand switching behavior of six steps） The study of brand switching originates from the rise of buyer research Since 90s, under the influence of the demonstration role in the study of the market for multinational companies, consumer research gradually by many local enterprises Chinese attention, market research has gradually become a part of marketing management. By twenty-first Century, consumer research that emphasized the need for understanding was further expanded to emphasize buyer research in the purchase decision process analysis, and consumer brand switching behavior research was an important part. Consumer brand switching behavior research, attention, reflects the increasingly specialized marketing, refined management trends. Marketing managers should not only pay close attention to the changes of product sales and brand equity, but also examine the structure and internal causes of product sales and brand equity changes. The consumer brand switching behavior on the surface is a reflection of consumers for the same kind of products in different brand purchase rights, reflect the essence of the enterprise brand management and the success of high market results. The study of consumer brand switching behavior can effectively reveal the root cause of the real and effective effect of brand marketing on consumers and upcoming purchasing influence and influence. In the market competition environment of non absolute monopoly pattern, the brand switching behavior of consumers is related to the rise and fall of brand. More than 20 years of reform and opening up, the number of brand was a smash hit, and now? While there are many brands by winds and waves, still in high spirit, romantic. This great difference is due to the consumer brand switching behavior, and the choice and change of consumer brand switching behavior is caused by the behavior of enterprise brand management itself. For example, three oral liquid ir