品牌的心理效应及营销策略探析

品牌营销被西方经济发达国家称为继全球营销后的第四次营销浪潮。21世纪是品牌争夺天下的世纪,我国经济逐步融入国际市场,面临着更加激烈的竞争环境。进入了品牌竞争时代,市场竞争是产品质量、技术服务和价格等诸要素的竞争,诸要素的竞争最终要通过品牌竞争来实现。品牌就是市场,品牌就是财富。从消费心理角度认知品牌,从品质含义、心理价值、心理效应等方面解读品牌,可以在较高层次完善品牌的营销策略。

An Approach to Psychological Effect and Marketing Tactics of Brand

The brand marketing is called as the fourth marketing wave by the Western developed countries after the global marketing.The 21st century is filled with brand marketing Competition.As our country is gradually entering into the international market,we are facing much more intensive competition.The quality,technical service and price of products play an important role in the brand marketing competition era.Brand means the market and wealth.By recognizing and explaining brand from the angles of consumer psychology,the significance,psychological worth and effect of brand,we can perfect marketing tactics of brand in the higher administrative levels.