Study Of Brand Relationship Management Based On Confucianism Human Relationship Theory

Brand consumption has been the main trend in china.According to the investigation, 65 percentages of consumers will choose good-brand products or service.In the past, relationship management was driven by products.As time goes on,It did nothing to the brand competition,which is developing to vicious price competition.The terrible truth pushes people to find out an effective management way.In this process,people find that brand is not only a symbol,a mark,an ownership or an image.Brand is an interactive relationship system, concerning every aspect of the communication process between brand and customers.So,the relationship between brand and customers becomes a hot study spot,The relationship spot is based on the theory of social-psychology,using the theory of human relationship.Given certain conditions,brand relationship is similar to human relationship.So when we study brand relationship,we see a brand as a mate.Comparing to recognition approach, relationship approach deepens people's knowledge of customer satisfaction and loyalty,providing a best opportunity to make out the amazing field in which brand interact consumers.China,as a new potential market,is different from the west developed countries not only in brand consuming history and environments,but also in the cultural value factors effecting brand implication.These differences urge us to start a nationalism study in the environments,that is,studying brand relationship based on our cultural values.These study results are more powerful in explanation, and can provide more help to resolve practical problems.Confucianism,as a thought and value, plays a dominion role in our history.It has profound influence on Chinese consumers' thoughts and behaviors.To grasp Chinese consumer' behaviors correctly,Confucianism is a key factor.In the Confucianism human relationship theory,"ren" is a core,"trust" is a basement,"Li" is principles,and "harmony" is the aim.After a system study of brand relationship theories available, including brand relationship quality,brand relationship affections and brand relationship trust,I construct a brand relationship model based on the Confucianism human relationship theory.In the model,"brand affection" is a core factor,"relationship trust" is the basement factor,"Li" is principles to maintain the relationship,"harmony" is the aim and "interregnums" is the start point. These factors are explained by the theories combination of brand theory.This model is a system one for our national brand relationship management.It also points out two routes and influence factors in the process of the relationship development.At last,this essay provides some suggestions for the national brand relationship management,and a foreseeing for the future study.