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品牌作为企业参与全球竞争的重要资源备受企业界和研究者关注,品牌资产更是评价企业品牌长期积累效果的重要变量。在文献梳理和元分析研究的基础上,本文尝试将构成品牌资产的要素分为功能要素与象征要素,进而分析以上要素对品牌资产的影响。随后,本文尝试依据功能/象征要素对主流品牌资产排行榜的指标体系进行分析,并指出现有排行榜的不足。最后,针对中国品牌特征,尝试构建了适合于中国品牌的提升与国际化发展路径。
Brand as an important resource for enterprises to participate in global competition has drawn much attention from enterprises and researchers. Brand equity is an important variable to evaluate the long-term accumulation effect of brand. Based on the literature review and meta-analysis, this paper tries to divide the elements that constitute the brand equity into the functional elements and the symbolic elements, and then analyzes the influence of the above factors on the brand equity. After that, this article attempts to analyze the index system of the mainstream brand equity according to the function / symbolic elements and points out the deficiencies of the existing leaderboards. Finally, according to the characteristics of Chinese brands, try to build a suitable path for the promotion and internationalization of Chinese brands.