品牌接触点定义分类与相关测量方法（Brand contact definition, classification and related measurement methods）.doc

品牌接触点定义分类与相关测量方法（Brand contact definition, classification and related measurement methods） Brand contact point definition: 1) the critical moment in which the customer decides to take and abandon the purchase decision 2. The customer has the potential to pay attention to and evaluate and interpret the brand at any time in any aspect of the whole content of the product or service. 3, the audience access to brand approach. Critical contacts: what are the most relevant and significant to existing customers and potential customers in the contacts and connections between brands and customers?. Classification of brand contacts: 1, the enterprise and brand contact point is divided into two parts: information transmission channel, behavior transmission channel. The so-called information transmission channel, that is, the use of words, patterns, sounds, pictures and other language symbols to express and disseminate brand value, brand connotation, brand commitment and other information. For example, the mass media, whether it is television, newspapers, radio, posters, etc., is a symbolic transmission. Another example of the enterprises VI system, exhibitions and so on. All belong to the information transmission pathway. The so-called behavior transfer channel is the place where the behavior of the enterprise and the enterprise convey the connotation of the brand. For example: the end of the shop contacts with consumers, her behavior will affect the brand. Or, the leader of the enterprise, the place of communication with others, the public behavior of the enterprise: offering love activities and so on. 2, integration marketing contact point integration, contact point is the audience contact brand path, brand contact points are divided into interpersonal contact point, media contact point and experience contact point three kinds Determine whether it is the standard of contact point: If a particular experience of the customer runs well, then who has gained the trust? If that thi