基于Carol模型中国公司品牌资产影响因素实证研究

An Empirical Study on Influence Facts of Chinese Brand Asset Based on Carol Model

基于Carol模型,本文提出了一个测量品牌资产的定量方法,立足于公司财务层面,分解品牌资产的影响因素。以中国上证A股公司为实证研究的对象,检验本文构建的模型并得出结论,同时为中国企业的品牌建设提出了一些建议。

The author brings forward a quantitatived model to evaluate the Chinese brand asset. And the author analyzes the influencing faces based for corporate finacial perspective. The paper selects companies from Shanghai Exchange Stock as the samples to measure the brand asset. This paper figures out the important degree of the different influencing facts to the brand asset and gives some operating advice to improve the brand asset.