品牌的需求始于消费者,而且这种需求是有层次的。本文首先从消费者的角度出发,创造性地提出了消费者的品牌需求层次模型,然后基于这个模型,并结合优秀创业的成功经验,研究和探讨企业应该如何满足消费者对于品牌的这种层次需求,找出影响企业名牌建设的关键因素,从而设计出企业名牌建设的一般路径,旨在对企业实施名牌战略提供帮助和启示。 The brand’s needs begin with consumers, and this demand is hierarchical. This article starts with the consumer’s point of view, creatively puts forward the consumer’s brand demand level model, and then based on this model, combined with the successful experience of excellent entrepreneurship, researches and discusses how the company should meet consumers’ needs for the brand’s level. Identify the key factors that affect the construction of a company’s brand name, so as to design a general path for the construction of a company’s brand name, aiming at providing assistance and enlightenment for the company’s implementation of the brand strategy.