| 基于降低消费者隐性成本的品牌传播研究 |
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| 引用本文： | 郑秋锦.基于降低消费者隐性成本的品牌传播研究[J].福建农林大学学报(哲学社会科学版),2009,12(3):56-61. |
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| 作者姓名： | 郑秋锦 |
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| 作者单位： | 泉州理工学院财经系,福建,泉州,362000 |
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| 基金项目： | 泉州社科研究规划课题，邓小平理论和三个代表重要思想研究基地立项基金，华侨大学高层次人才科研启动费项目 |
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| 摘 要： | 界定了显性成本与隐性成本的内涵,认为消费者除了支付显性成本外,还要为品牌支付信息搜寻成本、道德危机成本、专属陷入成本等隐性成本,隐性成本也影响了消费者的购买决策;提出了降低消费者信息搜寻成本、道德危机成本、专属资产陷入成本等隐性成本的品牌传播策略。
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| 关 键 词： | 隐性成本 品牌传播 |
Study on brand communication based on reducing consumer′s implicit cost |
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| ZHENG Qiu-jin.Study on brand communication based on reducing consumer′s implicit cost[J].Journal of Fujian Agriculture and Forestry University,2009,12(3):56-61. |
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| Authors: | ZHENG Qiu-jin |
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| Institution: | Department of Finance and Economy;Quanzhou Institute of Technology;Quanzhou;Fujian 362000;China |
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| Abstract: | The connotations of explicit and implicit costs are defined and it is proposed that the consumers have to pay implicit costs except of explicit cost,such as information seeking,moral crisis and exclusive lapsing cost etc.Implicit cost also influences the purchase decision.Accordingly,this paper illustrates the brand communication strategies of reducing implicit cost respectively including customer information seeking,moral crisis and exclusive lapsing cost. |
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| Keywords: | implicit cost brand communication |
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