中文摘要：

企业与消费者之间的互动是品牌建设的重要方式，但调查数据显示了目前企业与消费者在品牌互动态度、内容、行为及评价认知等方面存在着显著差异，严重影响了企业品牌建设的效果。本文认为，要缩小企业与消费者品牌互动认知的差异，需要企业和消费者双方都能对自身的角色和行为进行合理和有效的定位。

英文摘要：

Interaction between business and customers is one of the key methods to establish the brand. However, data based on investigation shows that there are great differences in the perception of attitude, content, behavior and evaluation in the interaction of brand between business and customers, thus hinders the effectiveness of the brand. To narrow the perceptual gap between business and customers in the interaction of brand, as the present paper holds, business and customers must conduct reasonable and effective positioning of their perspective roles and behaviors.