| 高溢价产品的品牌资产驱动因素模型初探 |
| |
| 引用本文： | 刘国华,苏勇.高溢价产品的品牌资产驱动因素模型初探[J].经济管理,2006(16):37-42. |
| |
| 作者姓名： | 刘国华 苏勇 |
| |
| 作者单位： | 复旦大学管理学院,上海市,200433;复旦大学管理学院,上海市,200433 |
| |
| 摘 要： | 随着奢侈品在我国市场的增长，越来越多的企业和个人开始思考高溢价产品背后的原因。本文基于营销学、心理学、社会学和经济学的研究成果，提出了高溢价产品的品牌资产驱动因素的定性模型，并提出了高溢价产品的市场建议。
|
| 关 键 词： | 溢价 品牌资产 驱动因素 |
| 文章编号： | 1002-5766（2006）16-0037-06 |
| 收稿时间： | 2006-05-11 |
| 修稿时间： | 2006-05-11 |
An Exploratory Study on the Driving Factor Model of Brand Equity for High Premium Products |
| |
| LIU Guo-hua, SU Yong.An Exploratory Study on the Driving Factor Model of Brand Equity for High Premium Products[J].Economic Management,2006(16):37-42. |
| |
| Authors: | LIU Guo-hua SU Yong |
| |
| Institution: | LIU Guo-hua SU Yong |
| |
| Abstract: | With the growth of luxury brands in the China market, the growing numbers of enterprises and individuals start thinking about the reasons behind such high premium products. This article is based on marketing, psychology, sociology and economics research, and presented brand equity driving factors model of high premium price products. Finally, it also gives some suggestions for the high premium products. |
| |
| Keywords: | premium price driving factors brand equity |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
