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手机是现代科技的发展成果,我国的手机已经达到了普及,手机成为国民最喜爱、最关注的产品,随着近些年来我国手机企业的飞速发展,手机企业逐渐成为我国的重要经济产业。智能手机在全球经济一体化的促进下形成了全球普及趋势,国内的手机制造商也成为最重要的出货企业,手机的普及导致了大量手机生产商的涌现,进而导致手机市场竞争愈演愈烈,所以国产手机需要改善各方面,在手机市场赢得主动权。在企业资产中,品牌价值是在无形资产中占有重要地位。品牌价值不仅给企业带来更大的有形资产,也带来了许多无形资产,也使许多有关专业人士对其进行重点关注。全球经济一体化的发展深入,品牌价值在市场竞争中成为重要因素,也对消费者的消费意向形成不可忽略的影响。本文通过对国产手机品牌价值评价与建设问题进行探讨。
Mobile phones are the result of the development of modern science and technology. China’s mobile phones have become popular. Mobile phones have become the most favorite and most concerned product of the nation. With the rapid development of China’s mobile phone enterprises in recent years, the mobile phone enterprises have gradually become an important economic industry in our country. Smartphones have become popular worldwide due to the global economic integration. Domestic handset manufacturers have also become the most important shipping companies. The popularity of mobile phones has led to the emergence of a large number of handset manufacturers, which has led to a fierce competition in the handset market. Therefore, Domestic mobile phones need to improve in all aspects, won the initiative in the mobile phone market. Among the corporate assets, brand value occupies an important position in intangible assets. Brand value not only brings more tangible assets to the enterprise, but also brings a lot of intangible assets, and also makes many professionals concerned focus on it. The deepening of global economic integration, brand value in the market competition has become an important factor, but also on consumer spending intention to form a negligible impact. This article discusses the issue of domestic mobile phone brand value evaluation and construction.