消费价值观驱动下的服装品牌关系管理模型

在个性化消费成为主流消费文化的服装消费市场，以消费价值观为维度的品牌关系是顾客关系的核心内容，建立消费价值观驱动下的服装品牌关系管理模型为当今营销管理的新方向；一个强势品牌的确立：需要经历从探求目标消费群的消费价值观到概念化品牌的构造、从生产到传播品牌价值再赋值、从突破品牌信息传递屏障到品牌认知、从品牌选择状态到品牌诊断再回到概念化品牌，不断循环的管理过程；实证研究数据表明，在资源约束条件下，消费者认知下的品牌价值供给结构与其消费价值观诉求结构维系关系越拟合，管理就越有效，该品牌也就越强势。

Management model of clothing brand relationship driven by consumption values

Personalized consumption become a mainstream consumption culture in clothing consumer market, the dimensions of brand relationship is based on consumption values which is the core content of customer relationship, there is a new direction of the marketing management today is that establish clothing brand relationship management model driven by consumption values; the establishment of a strong brand: need to experience a cycle management process that from search for the consumption values of target customers to structure the conceptualize brand. from production to transmission brand value that assignment again, from the breakthrough the barriers of brand information transmission to brand awareness, and from brand select status to brand diagnosis then back to the conceptualize. Empirical research data show that under the condition of resource constraints, the more fitting that maintaining relationships between brand value supply structure of consumer awareness and appeal structure of consumption values, the more effective management, the brand will be more strong.