体验经济时代,服务品牌往往比有形产品品牌更加强调品牌个性与消费者品牌关系。本文以中国移动动感地带的品牌建设为案例,通过对比2004年和2007年两次实证研究的数据,提出了服务品牌的消费者品牌关系管理从品牌个性认知,到品牌个性认同,再到品牌社区建设的三阶段演进逻辑,从而为我国品牌内涵的建设提供思路。 In the era of experiential economy, service brands tend to emphasize brand personality and consumer brand relationships more than tangible product brands. Taking the brand building of China Mobile’s M-Zone as an example, this paper compares the data of two empirical studies in 2004 and 2007 and puts forward the relationship between brand-name relationship management of service brands from brand personality cognition, brand personality identification and brand community Construction of the three stages of evolutionary logic, so as to provide ideas for the construction of China’s brand content.