| 基于实物期权的品牌价值评估初探 |
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| 引用本文： | 郑文哲,方毅.基于实物期权的品牌价值评估初探[J].价值工程,2009,28(6). |
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| 作者姓名： | 郑文哲 方毅 |
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| 作者单位： | 浙江师范大学人事处,浙江师范大学工商管理学院,金华,321004 |
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| 摘 要： | 企业间的竞争将最终归为品牌的竞争。作为品牌管理重要一环的品牌价值评估正越来越为人所重视。但是现行的品牌价值评估方法都忽略了品牌所有者可以根据环境相机而动,并增大品牌价值的能力。为弥补这一不足,通过引入实物期权的相关理论,并提出了一种品牌估价的新方法。
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| 关 键 词： | 实物期权 品牌评估 |
The Preliminary Exploring on Assessing for the Brand Value Based on Real Options |
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| Zheng Wenzhe,Fang Yi.The Preliminary Exploring on Assessing for the Brand Value Based on Real Options[J].Value Engineering,2009,28(6). |
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| Authors: | Zheng Wenzhe Fang Yi |
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| Abstract: | The company who win the brand competition will also win the competition at last. As one of the most important part of brand management, Brand Assessment become more and more popular. However, the existing brand value assessment methods have overlooked the chance that the brand owners can make a great fortune when the situation changed. To compensate for this shortfall, we introduce the theory of real options and present a new way to assess brand. |
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| Keywords: | real options brand assessment |
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