传统区域品牌资产流失与社会资本变迁

品牌资本是社会资本的商业化形态，社会资本是品牌资本的核心要素。当前，地域老字号大面积陷入危机，其深层次原因在于社会资本大幅缩水，一是欺诈行为侵蚀了社会资本的诚信基础，二是错误的营销方式伤害了产品价值的信任基石，三是品牌共建的不成熟、政企合作机制加速了品牌社会资本的损耗，四是非理性的品牌危机应急机制侵蚀了维持消费者忠诚的信用保障。因此，品牌重建必须加强以诚信、合作、共赢为导向的社会资本的重置投资。

Traditional Brand's Loss and Social Capital's Change

Brand capital is the commercialized shape of social capital.Social capital is the key essential of brand capital.Nowadays,many regional traditional brands fall into crisis,the deep reason is that social capital shrinks heavily.For one aspect,fraud corrodes the basis of integrity of social capital,for the second aspect,the wrong marketing method is harmful to the belief of prompt value,for the third aspect,brand-build's immature and government-enterprise cooperation mechanisms accelerate brand social capital...