Study On Brand Culture Based On Customer Behavior

In a situation of economy globalization, competitions between countries are more and more vehemence. As a main body of economics competition between countries, enterprises play an important role. While consumers' demand goes to a higher level, and enterprises don't have many ways to compete with others, brand strategy is more and more welcomed by enterprises. As one of brand essential connotations, deeply research on brand culture will help enterprises win the games in their business competition.This dissertation first reviews a lot of domestic and oversea literatures on customer behavior and brand culture and gives them an evaluation. Then the paper focuses on the interaction between customer behavior and brand culture. It contains how brand culture changing customer's mind mode, how brand culture affecting customer behavior, building a model on how brand culture affects buying process, analyzing the interaction mode between brand culture and customer behavior and giving some suggestions. After that, this paper researches the brand culture positioning and communication strategies based on customer behavior.There are four innovation points in this paper. The first one is that it researches brand culture based on customer behavior. It is a different point of view to research brand culture from former articles. It makes brand culture and customers be more closer. The second one is it builds a model on how brand culture affecting buying process. The third one is it analyses the interaction mode between brand culture and customer behavior .The last one is it gives a new brand culture positioning way: a way based on customer self-concept.