Author(s)

Ge Hongying

Corresponding Author

Ge Hongying

Abstract

In twenty-first Century, the development of information technology and Internet, the market of power back from the enterprise to the customer, the customer has the right to choose and the right to speak of the changing nature of the market hitherto unknown, caused by traditional 4Ps marketing mix to trade as the core, characteristics of marketing management theory has been replaced by a new type of 4Cs is to maintain customer relationship orientation, and obtain customer lifetime value as the center of the concept of "relationship marketing" theory. Under this condition, the traditional brand management has become increasingly pale, brand relationship management came into being. This paper mainly expounds the brand relationship from the perspective of customers. With the development of information technology and Internet, the market right has been transferred from the enterprise to the customer. The customer has the option and the right to speak. In a large number of homogeneous products on the market, enterprises only rely on low price "fight", cannot retain customers. It is difficult for the products and services that lack the brand relationship advantage to survive and develop. Only by recognizing the true meaning of relationship management between customers and brands, can we effectively sell good products and enhance the market competitive advantage of enterprise brands.

Keywords

Customer Marketing Management, Brand Management, Brand Relationship