摘要
现实中品牌经营管理的统计数据表明,单一品牌为顾客创造的价值是有限的,且风险很大。关联企业以价值网络的方式相互协作,共同为顾客创造价值才是更优的模式选择。本文在文献梳理的基础上,以企业价值网络理论与品牌关系理论为背景,构建并阐释了品牌价值网络结构模型及其内涵与策略体系;动态揭示了品牌价值的网络化传递的路径与影响因素。
In reality, the statistical data of brand management show that the vslue created for custonrnrs by the ingle brand is limited and risky. Associated enterprises collaborate with each other by value network, jointly creating value for customers is the better mode selection. On the basis of the literature searching, taking the enterprise value network theory and brand relationship theory as background, this paper builds brand value network structure model and illustrates its connotation and strategies system. Finally the article reveals network transmission path and the influencing factors of brand value dynamically.
出处
《工业技术经济》
CSSCI
北大核心
2013年第4期9-15,共7页
Journal of Industrial Technological Economics
基金
广西哲学社会科学规划研究课题"价值网络视角下广西海洋生物产品品牌建设理论与应用研究"(项目编号:11BGL010)
教育部哲学社会科学研究重大课题攻关项目(项目编号:10JZD022)
广西大学211工程四期重点学科群:中国--东盟经贸合作与发展研究项目资助研究成果
