基于灰色理论的品牌资产价值影响因素分析

Analysis of the related factors of the value of brand asset based on the gray theory

品牌资产价值是对品牌作为一种资产以及一种权益的价值量化,是提升企业竞争力的重要手段.运用灰色关联理论,对品牌资产价值的影响因素进行定量分析,从而为企业科学管理品牌资产,寻找提高品牌资产价值的途径提供依据.

The value of brand asset is the value quantization of the brand which is defined as assets and equity.It exerts an important effect on enhancing the competitiveness of enterprises.Using the gray relation theory,the factors which influence the value of brand asset are analyzed quantitatively in this paper.The research provides the basis to manage the brand asset scientifically and find the ways of improving the value of brand asset.