摘要
对品牌竞争力的评价分析是品牌研究的前沿问题,目前的评估指标体系,大部分是从企业内部,从各企业相比较出发来确定评估指标。实际上,品牌竞争力是通过消费者给企业带来未来收益的能力,从消费者的角度出发来对品牌竞争力进行评估更可靠,特别是通过品牌的顾客价值优势,对品牌竞争力评估更符合实际情况。
The appraising of brand competitiveness is a very important problem, at present, the system of index about the appraising is mainly came from the inner of enterprises. In fact, the essence of the competitiveness of brand is that can bring the future profits to enterprises through the consumers, so it is more reliable to appraise and evaluate the competitiveness of brand from consumers＇angle, especially according with the actual conditions, it is more rational that appraising the brand competitiveness through the advantage of brand＇s value to customer.
出处
《北京市财贸管理干部学院学报》
2005年第2期30-33,共4页
Journal of Beijing Institute of Finance and Commerce Management
关键词
顾客价值
品牌竞争力
价值优势因子
消费者
brand＇s value to customer
the brand competitiveness
advantage of value factor
