渠道策略对品牌资产影响的实证研究

Empirical study on the influence of channel strategies on brand equity

探讨了分销密度、商店形象对品牌资产的影响。通过实证分析,发现它们对品牌资产各维度的影响是有差异的,企业应正确选用渠道要素,合理配置资源,不断提升品牌价值和品牌竞争力。

This article conducts a study about the influence that the distribution intensity and the store image have on brand equity.Through an empirical study,it finds that the two factors on brand equity dimensions are different.Therefore,enterprise should select and use channel factors correctly,allocate resources rationally and upgrade brand value and enhance brand competence continuously.