This thesis mainly talks how to extend brand mature period : multi - brand marketing strategy and brand extension strategy . this thesis then points out the importance of constructing brand loyalty , then introduces the method of brand positioning to construct brand loyalty 本文主要讨论了延长品牌成熟期的品牌经营方式：多品牌经营战略和品牌延伸，指出建设品牌忠诚的重要性，且国内越来越多的企业开始使用多品牌经营战略。
They are : developing a dariy enterprise trustworthiness questionnaire ( detq ) , the testifying factor analysis of dariy enterprise trustworthiness ’ s factor structure , study on the characterstic of consumers congnizing the dariy enterprise trustworthiness , the model of enterprise trustworthiness 、 customer satisfaction 、 brand trust and brand loyalty 依次涉及乳品企业诚信问卷的编制,乳品企业诚信因素结构的验证性因素分析,消费者认知乳品企业诚信的特征研究,企业诚信、顾客满意、品牌信任与品牌忠诚的模型建构。
Firstly this paper introduces the conception of brand management , and points out that the core of brand strategy is stp , which means market segmenting , target market selecting and brand positioning . it illustrates that brand knowing degree is one of the most important factors of cultivating brand . also it describes that brand loyalty will brings great profit to the corporation 第一，首先介绍品牌管理的基本概念，指出了品牌定位的核心是stp ，即细分市场、选择目标市场和品牌定位；说明了品牌知名度在创建品牌资产过程中的作用；描述了品牌忠诚为企业带来的巨大价值。
Now most enterprise are concerned about how to cultivate high loyalty consumers group , while the key to cultivate high loyalty consumers group is to learn about forming process of consumer brand loyalty and know which factors can effect consumer brand loyalty and to what degree that been effected 如何培育高忠诚的消费者群体成为企业界迫切关心的问题，而培育高忠诚消费群体的关键是要了解消费者品牌忠诚的形成过程，了解哪些因素可以影响消费者品牌忠诚以及其影响力度如何。
Analyzing the successful foreign experience of brand management , some measures are suggested to take to upgrade the brand value , including refining the core value of brand , orientating properly one ' s brand , investing continuously and systematically in brand , cultivating brand loyalty , internationalizing culturally the brand , strengthening brand ' s protection and ensuring the security of brand value 探讨了国外成功品牌的管理经验，提出了提升品牌价值的若干建议：提炼品牌核心价值；进行系统持续的品牌投资；培养品牌忠诚；靠文化内涵打造企业的国际化品牌；加大品牌保护力度，确保品牌价值安全等。
3 when the consumer congnizing the dariy enterprise trustworthiness , it is different that the consumer has different gender 、 the condition of marriage 、 the scale of the consumer ’ s home place 、 the occupantion 、 the education level and income . 4 the dariy enterprise trustworthiness has obvious effect to the brand loyalty , and the influential paths are : the dariy enterprise trustworthiness directly effect to the brand 4乳品企业诚信对品牌忠诚的影响明显,影响途径有四条:一条是乳品企业诚信直接作用于品牌忠诚,另一条是乳品企业诚信通过顾客满意作用于品牌忠诚,第三条是乳品企业诚信通过品牌信任作用于品牌忠诚,第四条是乳品企业诚信通过顾客满意、再通过品牌信任,最后作用于品牌忠诚。
Through the usage of comprehendsive research orientation , the consumer estimate the level of the enterprise trustworthiness , choosing the brand loyalty which is very important index as the outcome variable , and make customer satisfaction and brand trust as two mediator variable , discussing the relationship between the enterprise trustworthiness and brand loyalty 本研究采用综合化研究取向,让消费者对乳品企业诚信进行评价,选取品牌忠诚这个对企业来说颇为重要的指标作为企业诚信的结果变量,并引入顾客满意与品牌信任作为中介变量,系统探讨乳品企业诚信对品牌忠诚的影响。
By expounding the characteristic of brand equity , this thesis puts forward the importance of building famous brands to enhance the competitive advantage of domestic gift enterprises . then , the brand strategies of gift enterprises are thoroughly discussed , which include , to increase brand awareness through brand communication campaigns ; to strengthen brand perception quality by keeping high quality during the whole stages of marketing ; to build brand loyalty and increase brand equity by enhancing the faith of existing consumers and attracting more latent consumers ; to create psychological advantage of brands through connecting the brand characteristic with interests of consumers . as for the application of the above strategies , distinct brand positioning and the integrated marketing mix based upon it are crucial 本文从品牌价值的特性来阐述打造强势品牌对发展我国中高档礼品的意义，要提升国内中高档礼品品牌价值，一要提升品牌知名度，对目标消费者开展凸现品牌的活动，让品牌铭刻在消费者心中，提高产品市场占有率；二是要强化品牌知觉质量，以持之以恒的优良品质提升品牌形象，提高品牌生命，保持持续的竞争优势和市场地位；三是要建立品牌忠诚，不断提高老顾客的忠诚程度，并不断吸引新顾客，扩大忠诚顾客群体，使品牌资产增值；四是利用品牌联想，让品牌的个性与消费者利益密切相关，品牌蕴涵的态度能引起消费者的共鸣，使品牌变得富有生气，魅力四射，创造品牌的心理优势。
At present , scholars in china have made many researches on consumer brand loyalty . there are some researches involving the influencing factors of consumer brand loyalty , however , the research only facing to the influencing factors is insufficient . the study that integrates one industry or one product is too little 目前，国内学者们对消费者品牌忠诚度已展开了深入的研究，对品牌忠诚影响因素虽有所涉及，但专门针对消费者品牌忠诚度影响因素的研究还显得相对不足，结合具体行业或产品进行实证研究的著作并不多见。
Wth the methods of corporation interview and marketing research , this thesis mainly discusses on the following aspects of branding ' s impact on brand loyalty : market segmentaton , consumer research , and brand conununication . and based on relative litefature and conclusions , this thesis tries to develop the strategies of brand loyalty managemellt . the author suggests that brand loyalty root in right brand management system 本文从管理的角度出发，在总结前人对品牌忠诚本身规律研究成果的基础上，主要运用调研法从市场区隔、消费者特征研究、和传播沟通三个方面分析研究品牌管理行为对品牌忠诚的影响机制，并结合对企业访谈的资料和品牌忠诚管理的实际例子来讨论品牌忠诚的提高策略。
