摘要
Abstract
The author states that the development of brand management can be divided into three phases based on its history. The brand management in 1.0 era focused on externalization management while 2.0 era focused on internalization management, however, the 3.0 era focused on value co-creation management. Brand management in this new era is not to substitute the pre⁃vious eras, but to supplement and enrich them. Nowadays, personalized demand, the new role of knowledge and information, and Internet make the value co-creation by firms and consumers an important economic phenomena and an important issue of brand management. Therefore, we have to rethink many questions in the field of brand management and promote its reform.关键词
3.0时代/品牌管理/共创价值Key words
3.0 Era/Brand management/Value co-creation分类
管理科学
