【摘要】 互联网的成长正在改写市场规则,而另一方面,传统品牌理论却无法跟上时代发展的脚步。互联网的技术赋权让消费者变得越发主动,基于此,本文选择基于消费者角度的品牌资产模型(CBBE模型),结合互联网的时代特征对传统品牌理论进行重新思考——互联网技术实现了消费者与品牌间的互动,品牌与消费者间的亲密关系得以建立;互联网同时也实现了消费者与消费者之间的互动,品牌社区愈发普遍——从而进一步提出互联网背景下的新模型。更多还原

【Abstract】 The rapid growth of internet is changing the rules of marketing, yet the traditional brand theories couldn’t catch up with the pace of the times. The new technologies of the internet empowered out audiences and made them more active than ever. Based on this situation, we rethought one of those traditional brand theories——the Customer-Based Brand Equity(CBBE), and took the characteristic of the internet era in to consideration-the internet technology realized the interaction between brands and their consumers, so that the intimate relationship can be built; also the internet made the interaction between the consumers come true, the brand community now became more and more popular-these all lead us to came up with a new theory that fits better in this era.更多还原