基于投资者视角的资本品牌研究述评

Review of Capital Brand Research from the Perspective of Investors

资本品牌这一概念近几年在中国兴起,但目前学界关于资本品牌的聚焦性研究较少,本文从不同角度阐释资本品牌的内涵,从概念厘清、现实意义、评估体系三个方面对资本品牌相关知识进行系统化梳理,并融合战略品牌管理、投资者关系管理、市值管理等多元化剖析视角,为资本品牌未来研究方向提供思路和借鉴。

The concept of capital brand has arisen in China in recent years,but the focused examination of capital brand in current academic circles is not enough. This paper explains the capital brand connotation and systematically combs the relevant knowledge of capital brand from different angles,including its concepts,significance and evaluation. Furthermore,this study combines multiple analytical perspectives of strategic brand management,investor relations management,market value management etc,in order to provide reference for the future research of capital brand.