基于Carol模型中国公司品牌资产影响因素实证研究

基于Carol模型，本文提出了一个测量品牌资产的定量方法，立足于公司财务层面，分解品牌资产的影响因素。以中国上证A股公司为实证研究的对象，检验本文构建的模型并得出结论，同时为中国企业的品牌建设提出了一些建议。     

新疆企业国际化经营中品牌运营现状及对策研究

本文从新疆企业品牌国际化的定位、保护、推广、拓展四个方面对新疆企业国际化经营中品牌运营的现状进行了分析,指出新疆出口品牌程度低、影响小、数量少、结构不合理等方面存在的问题,最后提出了新疆企业国际化中要加强品牌运营的对策建议。     

国产品牌降压药北京地区医院营销策略研究

通过设计定量研究分析方案，根据调查结果，了解影响降压药在医院推广的相关因素，包括医生的处方行为和使用习惯；医生决策过程和驱动因素等，以期为我国国产品牌降压药品在北京地区医院的推广提出建议.     

略论企业间基本品牌关系与战略决策模式

从战略管理的角度,全面分析企业间品牌竞争的外部环境和企业间的相互关系,并提出企业品牌战略管理的基本框架和基本决策模式,可使企业的品牌战略成为一个完整的体系。     

品牌强度的影响因素分析及评估方法研究

本文通过分析世界著名品牌价值评估方法，并结合我国品牌管理及评估行业的现状和特点，对品牌价值评估中所涉及到的品牌强度进行了研究，分析了品牌强度的影响因素，并在此基础上应用主成分分析法对品牌强度进行了度量，旨在为实践领域提供可操作性的评估方法。     

商标法第三次修订的若干思考

商标法对保护市场经济的有序发展发挥着巨大作用,与人们的生活息息相关。现行商标法已不能满足商品经济的发展。修订商标法应保留相对理由审查制度,应加大对恶意行为人的处罚,驰名商标标准应增加商品质量优异和良好售后服务的内容。     

网络环境下的品牌溢价效应的影响因素研究

在虚拟网络环境下,产品信息通过网络快速传播,海量的网络信息使得那些非知名的品牌被淹没在信息海洋中。本文通过对品牌及品牌溢价的理论知识介绍,得出品牌作为产品的标志是可以溢价的。在分析传统环境下对品牌溢价影响因素的基础上,详细分析了网络环境下的影响因素,并提出了提升网络环境下品牌溢价的策略,为企业的实际营销活动提供参考。     

企业对外投资的“双轨模式”——基于浙江企业的研究

本文根据浙江企业对外投资目标模式的实际和存在的问题,提出了基于目标区域选择的对外投资“双轨模式”:在向发达地区(主要指发达工业国家和地区)投资时,应以创立品牌和技术创新为主要目标;在向欠发达地区(主要指除发达地区以外的地区)投资时应以扩大市场为主要目标,且两种模式的对外投资相辅相成、互通有无。文中还分别分析了两种模式的动因及其相应的策略选择。     

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications

The information that a retailer’s name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as “retailer equity.” To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.     

Contextualized representations of brand extensions: Are feature lists or frames the basic components of consumer cognition?

According to the common view in consumer behavior, consumers represent brands and product categories mentally as lists of independent product features and engage in feature matching when they evaluate brand-product category compounds such as brand extensions. However, we demonstrate that brand extension concepts are subject to context effects and largely contextually organized — empirical evidence which suggests that they are represented by more flexible mental structures than independent feature lists. As an alternative, brand extensions (e.g., McDonald's Theme Park) may be viewed as conceptual combinations in which the original brand or company name (e.g., McDonald's) acts on the head concept of the extension category (e.g., theme parks) as a modifier. Moreover, we suggest that the contextual and relational structure of brand extensions may be explained more adequately by mental frames than feature list representations.