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品牌记忆是形成品牌的基础,是消费者认知结构的基础。它是消费者进行产品选择的重要影响因素。中国乳制品行业目前陷入信任危机,本土婴幼儿奶粉销售持续低迷,其根本原因是消费者形成了对中国乳制品行业的品牌记忆。所以只有改变消费者对中国婴幼儿奶粉品牌的认知结构、重构品牌记忆才是解决中国乳制品行业困境的根本措施。
Brand memory is the basis of the formation of the brand, consumer awareness of the structure of the foundation. It is an important factor in consumer choice of products. The dairy industry in China is now in a crisis of confidence. The sales of infant formula in the Mainland have been sluggish. The fundamental reason is that consumers have formed a brand memory of the Chinese dairy industry. Therefore, only by changing consumers’ cognition structure of infant formula in China and reconstructing brand memory are the fundamental measures to solve the dilemma of China’s dairy industry.