品牌的虚拟价值测算及其转化研究——以三星为例

Research on the Virtual Value of Brand and its Transformation A Case Study of Samsung

虚拟经济中二元价值理论能很好解释品牌价值的构成,它强调品牌价值是虚拟价值与有形价值的统一,对企业的声誉影响、利润变化和升级发展有着举足轻重的作用,是学者们一直以来研究的热点、难点问题。本文在改进品牌虚拟价值测算方法的基础上,重点论述了品牌虚拟价值与有形价值、与企业利润的相互转化机制,并以三星企业为例,实证分析了品牌的形成可以推动企业利润的快速上升,也可以因品牌问题导致企业利润大幅下滑甚至企业倒闭的灾难性后果,并得出了重视品牌虚拟价值,维护企业良好声誉能很好推动企业快速、持久发展的一些重要启示。

The value theory of two yuan in fictitious economy can explain the composition of brand value well, it emphasizes that brand value is the unification of fictitious value and tangible value, it plays an important role in the reputation influence, profit change and promotion development of the enterprise, and it is the hot and difficult problem that scholars have been researching. On the basis of improving the method of brand virtual value calculation, this paper emphatically expounds the mutual transformation mechanism between brand virtual value and tangible value and enterprise profit, and takes Samsung Enterprise as an example, empirically analyzes that the formation of brand can promote the rapid rise of enterprise profits, Also can because the brand problem causes the enterprise profit to drop sharply even the enterprise closes the disastrous consequence, has obtained the value brand fictitious value, main tains the en terprise good reputation to be able to promote the enterprise fast, the lasting development some important enlightenment.