摘要
通过分析企业品牌竞争力的逻辑起点与内涵,本文认为品牌是一种战略性的资源与无形资产,品牌通过垄断效应使企业处于不完全竞争状态并产生经济租金,品牌竞争力的培育依赖于使用价值的有效嵌入和交换价值的低成本实现;提升企业品牌竞争力的价值链管理策略在于通过品牌质量管理实现品牌自然价值的嵌入,通过品牌形象管理实现品牌符号价值的嵌入,通过品牌关系管理提升品牌的交换价值。
This paper analyzes the logical starting point and content of the corporate brand competitiveness,and maintains that brand is a kind of strategic resource and intangible asset which generates economic rent through the monopoly effects in the imperfect competition state.The increasing of brand competitiveness depends on the embedding of use value and the implementation of low-cost exchange value.It puts forward the strategy of value chain management,which includes achieving the nature value by brand quality management,achieving the symbol value by brand image management and improving the exchange value by brand relationship management.
出处
《商业研究》
CSSCI
北大核心
2011年第8期51-55,共5页
Commercial Research
基金
江苏省2010年度研究生科研创新计划项目<基于全球价值链视角的中国木质家具品牌竞争力研究>
项目编号:164060461
关键词
品牌价值链
品牌竞争力
符号价值
brand value chain
brand competitiveness
symbol value