移动通信企业顾客资产的实证研究——基于品牌资产的视角

An Empirical Study on Customer Equity of Mobile Communication Enterprise——in Perspective of Brand Equity

品牌资产,特别是基于顾客的品牌权益,对顾客资产管理贡献巨大。然而,现有的品牌资产研究多数仍以产品为关注热点,忽略了它对顾客资产的影响,本文将在品牌资产的视角下对顾客资产进行实证研究,深入剖析品牌资产对顾客资产的影响作用。

The brand equity, specially the brand rights and interests that is based on customer, has made contribution to the customer equity management. However, most existing brand equity researches still take product as the attention hot spot, and neglect its influence on the customer equity. This article has conducted the an empirical study about the customer equity of mobile communication enterprise in perspective of brand equity, and thoroughly analyzed the influence of brand equity on the customer equity.