品牌价值创造和价值实现的循环机制研究

发布时间：2018-03-22 22:33

本文选题：品牌投入　切入点：品牌价值创造　出处：《社会科学》2017年04期 　论文类型：期刊论文

【摘要】：品牌价值的形成是品牌投入效果和顾客对品牌认同度的结合,品牌价值体现为它的市场价值。从企业的角度,品牌价值的市场转换取决企业营销战略的选择、研发创新的投入、文化内涵的培育和品牌区域环境的优化。品牌价值创造和价值实现之间存在持续、正反馈的循环传导过程,这种过程形成了品牌价值创造和价值实现的循环机制。品牌价值创造是企业对品牌投入的结果函数。实证研究表明,品牌价值创造与价值实现存在滞后效应,品牌价值对提升企业赢利能力存在一定的延迟效应。为此,企业需要注重从加大创新的研发投入、实施品牌整合传播策略和实施高端品牌培育工程等三个方面推进其品牌战略。
[Abstract]:The formation of brand value is the combination of brand investment effect and customer's recognition of brand, and brand value is reflected in its market value. From the point of view of enterprise, the market transformation of brand value depends on the choice of marketing strategy and the investment of R & D innovation. Cultural connotation cultivation and brand regional environment optimization. There is a continuous positive feedback circulation between brand value creation and value realization. This process forms the circular mechanism of brand value creation and value realization. Brand value creation is the result function of enterprise's investment in brand. The empirical research shows that brand value creation and value realization have lag effect. Brand value has a certain delay effect on improving the profitability of enterprises. Therefore, enterprises should pay attention to promoting their brand strategy from three aspects: increasing R & D investment, implementing brand integration communication strategy and implementing high-end brand cultivation project.
【作者单位】：上海社会科学院;
【分类号】：F273.2

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