基于利益相关者视角的品牌关系管理中面临多个关系界面,每个关系界面都存在着冲突和矛盾等问题。本文分析了品牌关系中利益相关者的重要性,总结出影响品牌——主要利益相关者之间的界面类型,分析了这些界面中存在的矛盾和冲突的成因,提出了基于品牌——利益相关者关系的品牌关系界面管理方法和策略。 Based on stakeholder perspective, brand relationship management faces multiple relational interfaces, and conflicts and contradictions exist in each relational interface. This article analyzes the importance of stakeholders in brand relationships, summarizes the types of interfaces that affect the brand-key stakeholders, analyzes the causes of conflicts and conflicts that exist in these interfaces, and proposes a brand-interest-based Relationship between the brand relationship interface management methods and strategies.