B2B品牌价值的构成及其影响因素研究

目前,国内外现有的品牌理论与策略大多数针对的是B2C产品,如海尔、三星、可口可乐等。与此同时,随着思科、IBM、GE等一些B2B企业制造了强有力的品牌,增强了竞争优势,树立了良好的企业形象,创造了巨大的经济效益。越来越多的学者看到了分析和建立B2B品牌价值的重要性和必要性。本文首先简明扼要地阐述B2B市场中,品牌价值的重要性和不可或缺性;而后重点分析构成B2B品牌价值的两个维度:而后分析了影响品牌功能价值的四个要素:功能价值、情感价值、而后分析了关系价值和环境价值。

The composition of the B2B brand value and its influencing factors

At present,most of the existing home and abroad brands Theory and Strategy for B2C products,such as Haier,Samsung,Coca-Cola.These enterprises is the B2C brand value through analysis and implementation of B2C brand strategy as an instance of the well-known enterprises.However,research to date on B2B brand value is still rare.At the same time,along with Cisco,IBM,GE and other B2B enterprise has created a strong brand,and enhance competitive advantage and establish a good corporate image,creating a huge economic benefits.The growing number of scholars to see the importance and necessity of the analysis and the value of B2B brand.This paper first succinctly described in the B2B market,the importance of brand value and indispensability;then focus on analysis of two dimensions: the value of B2B brand and then analyzed the value of the brand function of four elements: the functional value,emotional value,and then analyzed the relationship between relationship values and environmental values.