摘要
依据自主品牌市场竞争力的演化过程,构建自主品牌市场竞争力驱动要素研究模型。实证研究发现,安徽自主品牌的属性因素、精神因素、价值观因素、体验因素对自主品牌竞争力有重要影响;属性因素、体验因素对品牌占有能力、品牌获利能力与品牌成长能力均有直接驱动作用,而传播因素、精神因素、价值观因素分别对上述三种能力产生影响。
This paper analyzes the dynamic formation process of the brand＇s market competitiveness and sets up a research model of driving factors of the self-owned brand＇s market competitiveness.The empirical result shows that the factors of properties,spirits,values and experience have an important influence on the self-owned brand＇s market competitiveness.Further analysis shows that the factor of properties and experience are the driving factors of marketability,profitability and growth-ability;while the factor of spreading,spirits and values affect the three abilities respectively.
出处
《安徽工业大学学报（社会科学版）》
2014年第2期16-18,共3页
Journal of Anhui University of Technology：Social Sciences
基金
教育部人文社会科学研究项目(13YJC630119)
安徽省教育厅人文社会科学研究重点项目(SK2013A034)
关键词
安徽省
自主品牌
市场竞争力
驱动要素
Anhui Province
self-owned brand
market competitiveness
driving factors
