摘要
信息时代的到来引发了生产生活的方式和理念的巨大变革。传统的知识理论必须结合新的时代特点进行梳理整合才可能继续焕发生命力。品牌是工业时代发展相对成熟的概念。在新的时代环境中，按照旧有的品牌理念已经不能解决当代公司所面临的复杂问题。本文旨在对品牌在信息时代下的创新和应用问题进行思考，重点结合了个性化这一信息时代的重要概念和CRM这一迅速流行的管理模式，整合了现有的相关知识，试图形成认识品牌的新视角。
关键词：个性化；顾客关系管理；品牌分析
Abstract
There are some new challenges as a result of revolution of the coming of information age. Traditional knowledge system of brand has been out of date in new time. To get a new view of brand and to explore a new application of brand characteristic, base on the analyses of characteristics of personality and CRM, the paper expatiate the new system of brand straight at the age of information.
Key words：Personality; CRM; Brand Reflection
目 录
一、引言……………………………………………………………………………….. 1
二、对工业时代的品牌体系的理解认识…………………………………. 3
（一）品牌是识别符号，并是以“应用”为目的···································· 3
（二）品牌是对顾客进行情感上的认知和引导······································· 3
三、角度之一：个性化特征与品牌的关系……………………………… 5
（一）信息化存在·············································································· 5
（二）品牌也面临着个性化时代的巨大挑战··········································· 6
（三）个性化特征对品牌的要求··························································· 7
四、角度之二：顾客关系管理与品牌…………………………………….. 9
（一）CRM的优缺点··········································································· 9
（二）CRM与品牌的关系··································································· 10
- 从企业信息化角度对品牌的创新思考········································ 10
- CRM所强调的顾客价值对品牌构建的启发·································· 12
五、结论……………………………………………………………………………… 13
参考文献……………………………………………………………………………… 15
