基于消费者品牌转换行为动因分析的企业营销对策

消费者品牌转换行为将对企业的获利能力和生存能力产生重要影响,而影响消费者品牌转换的因素可以分内部因素和外部因素两个方面。针对这些转换因素,市场挑战者可以采取不断开发新产品和新品牌以切入市场,降低消费者的品牌转换成本,争取进入消费者品牌购买的备选名单等来实现。

The Marketing Countermeasures Based on the Causes of the Consumers Brands Switching Behaviors

Consumer switching behaviors have a major effect in enterprise profitability and viability,the factors includes two aspects in the internal and the external.In order to transform the disadvantage into advantage and keep the strong brands even stronger and further the weaker from the market leader angel of the strong brand and the puniness angel of the weak brand, the market leader and the market challenger can exert different marketing strategies.The market leader can strengthen the brand by creating stable consumer groups,intensify the product diversity,increase the difficulty of brand switching.The challenger also can fulfill the goal by researching and developing the new product and brand to enter the market perpetually,reducing the difficulty of brand switching,trying to enter into the consumer standby bill for buying etc.