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品牌难以度量的问题一直是困扰品牌学界发展的核心问题,这使得对品牌的研究缺失了至关重要的定量分析基础,也使得品牌管理科学的基本范式至今未能形成。品牌的度量是品牌管理科学理论研究中的最后一道世界级难题,包括了人们对品牌本质的认识、发展规律的认识等一系列品牌管理科学发展最重要的、也是最基本的问题,这一问题的解决会使其他问题迎刃而解。本论文以品牌信息为研究对象,确定了品牌信息的计算逻辑、方法及其量纲,为品牌进行科学度量提供了一个严谨框架与计算思路。
Difficult to measure the brand has always plagued the core issue of the development of the brand academia, which makes the lack of research on the brand of the most important basis for quantitative analysis, but also makes the basic paradigm of brand management science has not yet been formed. The measurement of brand is the last one of the world-class problems in the research of brand management science theory. It includes the most important and most basic problems of a series of brand management scientific development, including people’s understanding of the nature of the brand and the law of development. The solution will be to solve other problems. This thesis takes the brand information as the research object, confirms the calculation logic, method and dimension of the brand information, and provides a rigorous framework and calculation ideas for the brand’s scientific measurement.