| 论品牌竞争力的来源及其形成过程 |
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| 引用本文： | 胡大立,谌飞龙.论品牌竞争力的来源及其形成过程[J].经济管理,2007(18):40-44. |
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| 作者姓名： | 胡大立 谌飞龙 |
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| 作者单位： | 江西财经大学产业集群与企业发展研究中心,江西,南昌,330013;江西财经大学工商管理学院,江西,南昌,330013;宜春学院商学院,江西,宜春,336000 |
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| 基金项目： | 国家自然科学基金项目（批准号：70372059）和江西省社会科学“十一五”规划重点项目（批准号06YJ05）资助. |
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| 摘 要： | 品牌的本质是企业与消费者之间的无形契约，品牌反映的关系是企业与消费者之间的契约关系。本文从竞争力的经济学解释入手，分析并指出品牌差别优势是品牌竞争力的源泉，要素优势转化是品牌差别优势形成的关键，顾客感知是品牌优势通向品牌竞争力的桥梁。
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| 关 键 词： | 品牌优势 品牌竞争力 来源 形成过程 |
| 文章编号： | 1002-5766（2007）18-0056-05 |
| 修稿时间： | 2007-06-16 |
Study on the Origin and Formation Process of the Brand Competitiveness |
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| HU Da-li, CHEN Fei-long.Study on the Origin and Formation Process of the Brand Competitiveness[J].Economic Management,2007(18):40-44. |
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| Authors: | HU Da-li CHEN Fei-long |
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| Institution: | Jiangxi University of Finance and Economics,Nanchang, Jiangxi, 330013,China |
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| Abstract: | The essence of the brand is an invisible contract between the enterprise and the consumer. The brand reflects the contractual relationship between the enterprise and the consumer. In the thesis we begin with an economic explanation of the competitiveness. Then it is analyzed and pointed out that the brand difference advantage is the origin of the brand competitiveness, the transformation of the element advantage is critical for the formation of the brand difference advantage, and the customer perception is the bridge that leading the brand advantage to the brand competitiveness. |
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| Keywords: | brand advantage brand competitiveness origin formation process |
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