沈阳老字号品牌价值THBV评估和提升对策

发布时间：2018-04-14 09:35

本文选题：老字号 + 品牌价值　；参考：《北方民族大学学报(哲学社会科学版)》2015年06期

【摘要】：THBV评估法是目前国内唯一一种评估老字号品牌价值的量化方法。运用该方法对沈阳的老字号进行评估可知,历史和文化价值是老字号品牌价值存在的根本和基础,市场价值是决定老字号品牌价值优势的关键因素,社会价值是老字号品牌长远规划中不容忽视的重要环节。同时经过个案解析与验证,可以发现,THBV评估法具有较强的研究价值,但也有与之相应的适用范畴和操作难点。
[Abstract]:THBV evaluation method is the only quantitative method to evaluate the brand value of old brands in China.Using this method to evaluate the old brands in Shenyang, we can see that the historical and cultural values are the foundation of the brand value of the old brands, and the market value is the key factor to determine the advantages of the brand value of the old brands.Social value is an important link in long-term planning of old brand.At the same time, through case analysis and verification, it can be found that THBV evaluation method has a strong research value, but also has the corresponding applicable categories and operational difficulties.
【作者单位】：辽宁社会科学院社会学所;
【基金】：辽宁经济社会发展立项课题“辽宁商业老字号品牌发展策略研究”(2015ISIKDXXJC-02)
【分类号】：F273.2

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