摘要
随着我国经济的快速发展以及国际市场竞争的不断加剧,品牌竞争力已经成为一个企业综合竞争力的重要体现。本文以品牌竞争力的来源为切入点,分离出品牌发展潜力的构成要素,结合区域品牌的特点以及形成要素,提出了由品牌创新力、品牌资源力、品牌营销力、品牌成长力和品牌管理力构成的区域品牌发展潜力测评指标体系。通过对这些基础要素的评价,以期对区域品牌竞争力的提升寻求基础支撑。
With China＇ s rapid economic development, international market competition intensifies, brand competitiveness has become an important manifestation of comprehensive competitiveness of enterprises. This paper, starting with the source of brand competitiveness, separate the composition of the brand development potential, combined with the characteristics of regional brands as well as the its elements, puts forward the regional brand development potential evaluation index system consisting of brand innovation, brand strength, brand marketing, brand growth, and brand management. Through the evaluation of these basic elements, it is hoped to seek a sustainable basis to enhance the regional brand competitiveness.
出处
《新疆财经大学学报》
2014年第2期39-44,共6页
Journal of Xinjiang University of Finance & Economics
关键词
区域品牌
品牌发展潜力
测评指标体系
regional brand
brand development potential
evaluation index system
