品牌价值网络结构模型及网络化传递研究

Research on Structural Model and Network Delivery Mechanism of Brand Value Network

现实中品牌经营管理的统计数据表明,单一品牌为顾客创造的价值是有限的,且风险很大。关联企业以价值网络的方式相互协作,共同为顾客创造价值才是更优的模式选择。本文在文献梳理的基础上,以企业价值网络理论与品牌关系理论为背景,构建并阐释了品牌价值网络结构模型及其内涵与策略体系;动态揭示了品牌价值的网络化传递的路径与影响因素。

In reality, the statistical data of brand management show that the vslue created for custonrnrs by the ingle brand is limited and risky. Associated enterprises collaborate with each other by value network, jointly creating value for customers is the better mode selection. On the basis of the literature searching, taking the enterprise value network theory and brand relationship theory as background, this paper builds brand value network structure model and illustrates its connotation and strategies system. Finally the article reveals network transmission path and the influencing factors of brand value dynamically.