Hom kev ncaj ncees Keller yog dab tsi?
Hom kev ncaj ncees Keller yog dab tsi?

Video: Hom kev ncaj ncees Keller yog dab tsi?

Video: Hom kev ncaj ncees Keller yog dab tsi?
Video: Kev cai hla dhau thiab kev txiav tawv yog dab tsi. 2024, Hlis ntuj nqeg
Anonim

Ib qho ntawm cov ntsiab lus lees paub tshaj plaws hais tias hom kev ncaj ncees yog "tus nqi ntxiv tau txais txiaj ntsig los ntawm hom rau cov khoom lag luam "(Farquhar 1989). Txhais los ntawm Keller (1993) tsom rau kev lag luam; nws piav qhia hom kev ncaj ncees raws li "cov nyhuv txawv ntawm hom kev paub ntawm cov neeg siv khoom teb rau kev lag luam ntawm hom ”.

Ib yam li ntawd, tib neeg nug, Keller lub hom phiaj ncaj ncees yog dab tsi?

Keller's Brand Equity Model tseem paub tias yog Cov Neeg Siv Khoom Hom Kev Ncaj Ncees (CWB) Qauv . Koj yuav tsum tsim kom muaj kev paub zoo nyob ib puag ncig koj hom , yog li cov neeg siv khoom muaj qhov tshwj xeeb, kev xav zoo, kev xav, kev ntseeg, kev xav, thiab kev nkag siab txog nws.

Ib yam li ntawd, hom kev ncaj ncees nrog piv txwv yog dab tsi? Hom kev ncaj ncees hais txog tus nqi ntxiv rau tib yam khoom hauv ib qho tshwj xeeb hom . Qhov no ua rau ib yam khoom nyiam dua lwm tus. Qhov no yog hom kev ncaj ncees uas ua a hom superior lossis qis dua ntawm lwm tus. Apple: Apple yog qhov zoo tshaj plaws piv txwv ntawm hom kev ncaj ncees.

Ib yam nkaus, dab tsi yog hom pyramid ncaj ncees?

Nws yog los ntawm kev tsim kom muaj zog hom . Tus qauv CBBE los yog Hom kev ncaj ncees pyramid yog qhov tseeb a vaj huam sib luag uas qhia peb yuav tsim li cas hom kev ncaj ncees los ntawm kev nkag siab koj cov neeg siv khoom thiab siv cov tswv yim raws li.

CBBE yog dab tsi?

Cov neeg siv khoom lag luam raws li kev ncaj ncees ( CBBE ) tau siv los qhia tias kev ua lag luam zoo li cas tuaj yeem cuam tshuam ncaj qha rau cov neeg siv khoom tus yam ntxwv rau hom khoom ntawd. Qhov zoo tshaj plaws-paub CBBE qauv yog Keller Model, tsim los ntawm Xibfwb Kev Ua Lag Luam Kevin Lane Keller thiab luam tawm hauv nws qhov Kev Tswj Xyuas Lub Hom Phiaj Zoo.

Pom zoo: