| 基于顾客价值优势的品牌竞争力评价分析 |
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| 引用本文： | 余可发. 基于顾客价值优势的品牌竞争力评价分析[J]. 商业研究, 2006, 0(8): 135-137 |
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| 作者姓名： | 余可发 |
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| 作者单位： | 江西财经大学,工商管理学院,江西,南昌,330013 |
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| 摘 要： | 对品牌竞争力的评价分析是品牌研究的前沿问题,目前的评估指标体系,大部分是从企业内部,从各企业相比较出发来确定评估指标。实际上,品牌竞争力的实质是通过消费者给企业带来未来收益的能力,从消费者的角度出发来对品牌竞争力进行评估更可靠,特别是通过品牌的顾客价值优势,对品牌竞争力评估更符合实际情况。
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| 关 键 词： | 顾客价值 品牌竞争力 价值优势因子 |
| 文章编号： | 1001-148X(2006)08-0135-03 |
| 收稿时间： | 2005-04-01 |
| 修稿时间： | 2005-04-01 |
Brand Competitiveness Based on Customer Value Advantages |
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| YU Ke-fa. Brand Competitiveness Based on Customer Value Advantages[J]. Commercial Research, 2006, 0(8): 135-137 |
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| Authors: | YU Ke-fa |
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| Affiliation: | School of Business Management, Jiangxi University of Finance and Economics, Nanchang , Jiangxi 330013, China |
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| Abstract: | The appraising on brand competitiveness is a very important issue.The current index system focuses on the comparason amang enterprises themsdves.In fact,the essence of brand competitiveness can bring future profits to enterprises through consumers,so it is more reliable to evaluate brand competitiveness from consumers' perspective.Especially brand competitireness evalnation can be a chieved through customer value advantages. |
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| Keywords: | customer value brand competitiveness value advantage factor |
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