创新中国品牌体系的关键:重塑与定位

The Key of Brand Equity System in China:Rebranding and Repositioning

通过比较分析国内外关于品牌价值的评估方法和评估维度,本文选择品牌价值模型,根据中国的特殊国情和企业特点,运用层次分析法分析中国品牌重塑时应重点关注的品牌价值维度,并对其进行定位和排序,构建中国品牌重塑体系。研究结果表明,在重塑中国品牌的过程中,应更加重视品牌的感知质量维度和品牌忠诚度维度,同时充分考虑品牌质量认知、品牌满意度/忠诚度、品牌的市场份额、品牌领导性/普及度和品牌溢价等对中国品牌重塑的贡献程度。

By comparing the way of brand equity studied by scholars at home and aboard,this study aims to establish the system of rebranding in China based on the brand equity considering the specific condition and context of Chinese business with the method of AHP（analytic hierarchy process）,and to identify the dimensions which should be paid attention,and then to reposition and order brand equity.The results show that the perceived quality should be highlighted in rebranding in China.The findings also reveal that it should pay fully attention to perceived quality,satisfaction/loyalty,market share,leadership/popularity and price premium.