价值链管理与品牌竞争力:一个分析框架

通过分析企业品牌竞争力的逻辑起点与内涵,本文认为品牌是一种战略性的资源与无形资产,品牌通过垄断效应使企业处于不完全竞争状态并产生经济租金,品牌竞争力的培育依赖于使用价值的有效嵌入和交换价值的低成本实现;提升企业品牌竞争力的价值链管理策略在于通过品牌质量管理实现品牌自然价值的嵌入,通过品牌形象管理实现品牌符号价值的嵌入,通过品牌关系管理提升品牌的交换价值。

The Management of Value Chain and Brand Competitiveness: An Analysis Framework

This paper analyzes the logical starting point and content of the corporate brand competitiveness,and maintains that brand is a kind of strategic resource and intangible asset which generates economic rent through the monopoly effects in the imperfect competition state.The increasing of brand competitiveness depends on the embedding of use value and the implementation of low-cost exchange value.It puts forward the strategy of value chain management,which includes achieving the nature value by brand quality management,achieving the symbol value by brand image management and improving the exchange value by brand relationship management.