Study On Consumer-brand Relationship Types In China

China has evolved into an extremely attractive since the implementation of the reform and opening-up policy. "Made in China" has, on the whole, promoted the economic development of China. At the same time, it must be noted that "Made in China" has reflected the development of the backward. Over competition in the manufacturing sector, domestic enterprises are placed in the low-end chain, leads to a lack of social brand awareness, recognition, understanding, trust and reputation, much less brand loyalty, which seriously hinder enterprise development and industrial upgrading. To make the brand into a national or a global brand, it is necessary to increase brand value and customer value, which all operate through a good consumer-brand relationship. The greatest charm of a brand lies in the harmonious relationship between the needs of the consumer and the brand. For enterprises, how to integrate the customer affection and the brand connotation into consumer-brand relationship is the key. In this context, studying on consumer-brand relationship types has great value in theory and practical significance. This paper serves the purpose of enriching the content of the consumer-brand relationship and providing new ideas of brand relationship management to enterprises.In this paper, prescription studies method has been used to make normative judgment of consumer-brand relationship types in order to make the value and significance of the research clearer; research ideas has been explored via literature review by using literature study method and comparative analysis; summary and comment of current research has been made by inductive and deductive method thus make research direction much clearer; human relationship theories and methods have been transplanted to research of consumer-brand relationship types, which give the paper a more powerful theoretical support. There are 3 main innovations in this paper: (1) Define consumer-brand relationship and consumer-brand relationship types. Based on summarizing foreign and domestic scholars' definition and connotation of consumer-brand relationship, the concept of consumer-brand relationship in this research has been defined; also the consumer-brand relationship types have been defined via content of the research since there is no unique definition of it. (2)Establish consumer-brand relationship types theoretical model. The model has been established by combination of 3 kinds of patterns of human relationship and customer loyalty in previous studies and divided into nine types. (3)Based on the analysis of brand relationship formation factors, dividing the brand relationship formation factors into systematic internal factor and systematic adjustment factor. Process model of consumer-brand relationship types has been made by introducing adjustment coefficientμi,which explains how consumer-brand relationship types is setting up.The paper is divided into five chapters:Chapter one is an introduction, which describes the study background and meaning, research perspective, definition of basic concepts, research idea and methodology, research framework and contributions. Chapter two reviews and discusses the relevant literature on consumer-brand relationship types, which includes consumer-brand relationship types, formation of consumer-brand relationship and consumer-brand relationship types model. By pointing out the problems currently existing in research of consumer-brand relationship types, the content of this paper is established and theory foundation for following research is afforded as well. Chapter three aims to construct a Chinese consumer-brand relationship types theoretical model, a two-dimensional model which consists of customer loyalty and guanxi bases by transplanting Chinese interpersonal theories and starting with the formation of consumer-brand relationship types, to explain the different degrees of factors shows different consumer-brand relationship types. Chapter four analyses and proposes marketing strategies for the consumer-brand relationship types'nine-square model and provides guarantee conditions for marketing strategies. Chapter five presents the conclusion, limits and prospects of this research.