题

结合新的时代特点进行梳理整合才可能继续焕发生命力。品牌是工业时代发展相对成熟的概念。在新的时代环境中，按照旧有的品牌理念已经不能解决当代公司所面临的复杂问题。本

文旨在对品牌在信息时代下的创新和应用问题进行思考，重点结合了个性化这一信息时代的重要概念和CRM这一迅速流行的管理模式，整合了现有的相关知识，试图形成认识品牌的新视角。

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Traditional knowledge system of brand has been out of date in new time. To get a new view of brand and

目

引 言 ············································································································· 1

一、工业时代的对品牌体系的理解认识 ··································································· 1

（一）品牌是识别符号，并是以“应用”为目的 ····················································· 1

（二）品牌是对顾客进行情感上的认知和引导 ···················································· 2

二、角度之一：个性化特征与品牌的关系 ································································ 3

（一）信息化存在 ························································································· 3

（二）品牌也面临着个性化时代的巨大挑战 ······················································· 4

（三）个性化特征对品牌的要求 ······································································ 4

三、角度之二：顾客关系管理与品牌 ······································································ 6

（一）CRM的优缺点 ···················································································· 6

（二）CRM与品牌的关系 ·············································································· 6 结 论 ··········································································································· 10 致谢语 ··········································································································· 11 参考文献 ········································································································ 12