论文部分内容阅读
通过建立企业品牌二维评价模型,提出企业品牌价值由企业应对其他品牌挑战的竞争力和应对环境变化的适应度两个因素构成。在已有九类品牌中最具有竞争力的是主导品牌,主导品牌具有较强的品牌竞争力和较高的环境适应度,是品牌发展的最终目标。品牌评价是时点评估,不同时期的品牌可以相互转化;企业应该客观分析品牌自身特点,找出品牌的发展潜力,不断提高品牌竞争力,使品牌不断向主导品牌产品转变。品牌竞争力是企业的可控因素,而品牌适应度是企业的外在因素。品牌生态管理目的不是向孤立的企业品牌系统进行投资,而是去发展结构合理的品牌生态系统,以便能够通过良好的合作与沟通,产生生态协同效应,创造出高于资本成本的收益,并带来持久的品牌价值和品牌力;品牌生态管理的实质是与利益相关者群体建立一种和谐共生关系,塑造名牌,不断提高组织运作和资源利用效率以改善品牌“生态空间”。
By establishing a two-dimensional evaluation model of corporate brand, it is proposed that corporate brand value consists of two factors: the competitiveness of enterprises in coping with the challenges of other brands and the adaptability to environmental changes. Among the nine categories that have the most competitive brands, leading brands have strong brand competitiveness and high environmental adaptability, which is the ultimate goal of brand development. Brand evaluation is time evaluation, different periods of the brand can be transformed into each other; companies should objectively analyze the characteristics of the brand to identify the potential of the brand, and constantly improve the brand competitiveness, the brand continued to change the leading brand products. Brand competitiveness is the controllable factor of the enterprise, and the brand fitness is the external factor of the enterprise. Instead of investing in isolated corporate brand systems, brand eco-management aims to develop a well-structured brand ecosystem so that through good cooperation and communication, eco-synergies can be created and benefits above the cost of capital can be created Lasting brand value and brand power. The essence of brand ecological management is to establish a harmonious symbiotic relationship with stakeholder groups, create brand name, and continuously improve the efficiency of organization and resource utilization to improve the brand “eco-space ”.