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品牌不仅是一个企业经济实力和市场信誉的集中反映,更是一个国家综合国力的象征。文章提出了企业品牌价值基础上的行业品牌价值发展指数(Industry Brand Value Index)的编制方法,从行业分类与成分品牌选样、指数计量模型和模型应用中所需注意的问题等方面进行探讨。研究结果表明,托恩奎斯特指数能够很好地将统计学属性与品牌特性相结合,基于此模型文章利用品牌实验室公布的品牌价值数据进行了模型应用示范,数据结果验证了模型的合理性和实用性。这一指数编制方法为日后的行业品牌价值发展水平和宏观层面分析提供了统计思路和数据依据。
Brand is not only a reflection of a company’s economic strength and market credibility, but also a symbol of a country’s overall national strength. The article puts forward the preparation method of Industry Brand Value Index on the basis of the brand value of the enterprise, and discusses the types of industry classification and ingredient selection, the index measurement model and the problems needing attention in the application of the model. The results show that the Tonnquist Index can well combine the statistical properties with the brand characteristics. Based on this model article, a model demonstration is made by using the brand value data published by the brand laboratory. The data shows that the model is reasonable Sexuality and practicality. This method of indexing provides statistical ideas and data bases for the future development of the industry’s brand value and macro-level analysis.