软件企业品牌资产影响因素实证研究

An Empirical Study on the Influential Factors of Brand Equity in Software Companies

本文以软件企业的品牌资产影响因素为研究对象，从产品认知性、产品满意度、价格认知性、服务满意度和品牌凸显性五个维度探讨品牌资产的影响因素，并使用LISREL模型对实证数据进行了检验与分析，其高阶因子分析结果验证了前文的假设。在结论部分，根据五维度模型对中国软件产业如何建立、巩固和提升品牌资产给出了建议。

This paper studied the constitution of the brand equity in software companies, discussing the factors which constitute the brand equity from five aspects including product rec ognition, product satisfaction, price cognition, service satisfaction and brand characteristics. It also inspects and analyzes the empirical data through the application of LISREL model and the result of high-order factor analysis validates the former hypothesis. In the conclusion, on the basis of the five-factor model, the paper makes proposals to China software industry on how to establish, consolidate and upgrade brand equity.