Research On The Relationship Management Between Consumers And Brands In The Background Of Big Data

With the growing homogenization of products, the increasing customer demand for our products, product value has been far can not meet people's requirements for the brand, features and quality of the products has also become the focus of attention, in this case, under the brand is increasingly becoming a major source of competitive advantage for companies. For enterprises, the biggest charm is a brand speaks brands and consumers need close integration and harmony, the customer's emotional connotation harmony with the brand into the brand relationships. To achieve this goal, the brand is completed through emerging media and brand consumer relationship conclude an emotional level, accelerate the upgrading of consumer brand trust and loyalty, persistence to achieve high-quality brand relationship quality.Firstly clear the value and significance of the research problem, the use of literature research on the literature review and mathematical, to explore the research ideas of the relationship between consumers and brands summarize, a clear research papers. In order to improve product quality, improve customer satisfaction, thereby allowing customers to repeat purchase behavior occurs, the paper analyzes the background of large data consumer buying behavior characteristics, basic consumer purchase decision-making process on the functional properties and affective attributes two dimensions, perceived quality, product prices, sales channels, after-sales service, brand image and other brand attributes influencing factors, cost, experience value, personalization and other consumer concerns factor analysis model was constructed relationship between consumers and brands proposed to enhance the strategic relationship between consumers and brands.