网络品牌虚拟价值链构建实证研究

The Positive Analysis on Virtual Value Chain of the Network Brand

本文梳理了西方品牌价值和虚拟价值链模型等研究文献,为了便于将实体品牌价值链模型应用于网络,对国内主要网站作了调研,对虚拟品牌价值链的指标和模型作了修正。并通过实证分析对网络品牌内部变量进行了检验,对修正后的虚拟品牌价值链模型作了验证。本文的研究拓宽了品牌价值链的研究视角和领域,使品牌价值链模型的应用范围由传统实体品牌向网络品牌延伸。

The author reviews literature on brand value and virtual value chain. To facilitate the application of real brand value chain model to network, the author carries on an investigation on some domestic network and modifies the indicators and models of virtual brand value chain and then testifies it. Research on this help expand the research angle and field of brand value chain, and help extend the application of brand value chain model from traditional brand to network brand.