企业绿色品牌资产价值评价体系的构建

随着经济全球化,企业发展有了更高的追求,消费者也对企业有了更高的要求。在这个飞速发展的市场中,人类赖以生存的自然环境日益恶劣,因此,环境的保护成为人类当务之急。在这种环境下,人们在选择品牌产品的同时更加趋向绿色安全环保,而绿色品牌资产提倡的就是一种基于人与自然环境和谐生存、共同持续发展的思想理念下的品牌资产,对于企业的发展来讲,绿色品牌资产价值的评价显得尤为重要。本文在结合前人研究品牌资产价值的基础上,针对绿色品牌的特点进行资产价值的评价,评价的结果可以帮助企业更有针对性的确立企业的战略竞争定位、核心竞争力以及企业文化。

The Evaluation System Construction of the Enterprise Green Brand Asset Value

With economic globalization,the enterprises demand a higher development;consumers also have a higher requirement to enterprises.In this rapid development market,the environments which human depend on have become worse,so the protection of the environment become the most important things for the people.In this situation,people tend to choose brand with more safety,more environment protection.The idea of green brand asset advocate that is based on harmonious survive and development together between the human and the natural environment,for the development of enterprises,the evaluation of green brand asset value is particularly important.In this paper,with the previous studies,we evaluate the brand asset value based on the characteristics of the green brand;the results can help enterprises establish the strategy of competitive positioning,focused business strategy and the enterprise culture.