The Research Of B2B Brand Image Construction And Transmission

In the process of B2 B brand's development,China's B2 B enterprise has been lack of the brand awareness,the feeling of made in China to the world is just a processing base.The scholars,experts or even advertising companies who study the field of B2 B are also very few.But on the opposite,the world's top ten brands nearly half are B2 B brand.Due to the B2 B inherently different that we can't use their B2 C research methods to construct it.At the same time,most domestic enterprises are also failed to have a better way to solve it,and relate research is absent too.Based on this,this article generalizes on the construction of transmission about B2 B brand image.In different to the B2 C mode of transmission which the attitude sensing are in the predominant.B2 B companies are more of a spread of values to build.In order to find the value standards that customers need,this paper takes positioning theory as the core methodology,according to the laws of the characteristic of the B2 B market and brand marketing communication on features,summarizing a result oriented “B2B brand value theory” of the brand image construction method.The article start from the B2 B environment change and problem is put forward,on the basic concept of B2 B brand image?value?question theory in this paper.In view of the different and B2 B brand cognition,cognition pitfalls,differentiation,and environment change to clarify.The next brand is studied the basic rules of mental models and B2 B brand value system model.The core of the concept is to clarify the spread of B2 B brand construction Strategy,the category focus,differentiation positioning and operation transmission system,the value,the value of brand management system model.The case studies Intel and Kumho-sunny which are two typical B2 B brand.Finally is this paper research conclusion,presented the theory of innovation and contribution.This paper put forward the related concepts?tools?models and measures about the concrete operation B2 B branding construction,so that can help B2 B brand create how to built to last,how to effectively keep the vitality for a long time provide advice.This paper holds that the market is based on the niche of B2 B brand with the differences in the perceptual concept of B2C?B2B brand is more focus on rational values.In terms of brand communication.B2 B brand is more comprehensive and pay more attention to brand rather than product.In addition,B2 B brand image is the value system construction.These are for B2 B companies how to better create a strong brand provides a strategic guidance and direction.