论文部分内容阅读
资本品牌这一概念近几年在中国兴起,但目前学界关于资本品牌的聚焦性研究较少,本文从不同角度阐释资本品牌的内涵,从概念厘清、现实意义、评估体系三个方面对资本品牌相关知识进行系统化梳理,并融合战略品牌管理、投资者关系管理、市值管理等多元化剖析视角,为资本品牌未来研究方向提供思路和借鉴。
The concept of capital brand has been on the rise in China in recent years. However, there are few studies on the focus of capital brand in academia at present. This paper explains the connotation of capital brand from different perspectives, clarifies capital brand from three aspects: conceptual clarification, practical significance and evaluation system Related knowledge to systematically sort out and integrate diversified perspectives such as strategic brand management, investor relations management and market capitalization management to provide ideas and lessons for the future research direction of capital brands.