摘要
从品牌价值的构成分析出发,基于投入产出相关理论和效用理论,提出企业多品牌战略的基本决策模型及其内部要素的相互影响机制,并探讨了影响决策结果的各种因素,形成了相对完整的企业多品牌战略决策分析思路和方法。
Based on input-output theory and utility theory, this paper puts forward the fundamental decision model on multi-brand strategy from the analysis on brand value. Further more, this paper discusses related factors which may have effect on the ultimate decision and form a systematic analyzing method on multi - brand strategy decision.
出处
《现代财经（天津财经大学学报）》
CSSCI
北大核心
2007年第11期41-43,共3页
Modern Finance and Economics：Journal of Tianjin University of Finance and Economics
