品牌价值与乡镇企业相关多元化的价值均衡分析

Value Equilibrium Analysis of Brand and Related Diversification of Township Enterprise

当前,中国市场经济处于深化阶段,乡镇企业步入“二次创业”时期———越来越多的乡镇企业开始进行多元化经营。品牌是消费者选择商品的重要根据之一,正发挥越来越重要的作用。乡镇企业应充分利用自身的品牌价值涉足相关产业,以品牌优势提升市场相关多元化的成功率。运用公司战略的价值均衡分析方法,引入品牌效应因素,通过分析其与企业能力、市场费用之间相互影响、相互制约的变化关系,建立动态价值预期模型。并在此基础上,通过案例分析,揭示乡镇企业涉足相关多元化的最佳时机,以此证明该模型是可行和可信的。

Nowadays, more and more township enterprises start their strategy in diversification. While the brand has become one of the most important factors in attracting consumers, the function of brand becomes more important than ever before. In order to help enterprises make the full potential of their brands＇ value, we developed the Dynamic Value Anticipation Model focusing on raising the success rote of related diversification horn the brand. Based on the Value Equilibrium Analysis of corporate strategy, this model was used to analyze the complex relationship among brands, enterprise＇ s capacity and marketing expenses. In addition, a case study showed we could use the model to ascertain the right time for enterprises to diversify and prove the model＇ s validity.