摘要
作为品牌建设的精髓,品牌价值在整个企业战略中的地位举足轻重。我国黄金珠宝品牌要想在国际竞争中得到更广泛的市场认知,就需要进一步提升品牌价值评价体系的科学性和规范性,从而较为全面地反映我国黄金珠宝品牌的综合实力。文章基于AISAS消费者行为理论对Interbrand模型的品牌强度进行了改进,并以老铺黄金为例,借助主成分分析法、因子分析法与模糊综合评价法,计算得出改进后的品牌强度,进一步提升了评估结果的准确性。
As the essence of brand building,brand value holds a pivotal position in the overall corporate strategy.For Chinese gold and jewelry brands to gain wider market recognition in international competition,it is necessary to further enhance the scientificity and standardization of the brand value evaluation system,and thereby more comprehensively reflecting the comprehensive strength of Chinese gold and jewelry brands.Based on the AISAS consumer behavior theory,this paper improves the brand strength of the Interbrand model and takes Laopu Gold as an example.By using principal component analysis,factor analysis,and fuzzy comprehensive evaluation method,the improved brand strength is calculated,further enhancing the accuracy of the evaluation results.
作者
李可
祝新
LI Ke;ZHU Xin(School of Economics and Management,Guangxi University of Science and Technology,Guangxi 545000,China)
出处
《商业观察》
2025年第23期73-77,87,共6页
BUSINESS OBSERVATION
