摘要
企业的品牌价值对企业的发展有着至关重要的价值,作为一个企业的重要价值组成受到企业的广泛重视,在品牌发展的大背景下,研究品牌价值有利于企业的良好发展。本文基于顾客感知价值研究了企业品牌生态管理模式,首先,明确顾客感知价值及影响途径;其次,提出企业品牌生态管理特点及内涵;最后,阐述了基于顾客感知价值的企业品牌生态管理模式并进行验证。结果表明,优化的管理模式具有有效性,可以为后续的企业品牌生态管理提供参考。
The brand value of the enterprise has a vital value for the development of the enterprise.It is also an important value constitution of an enterprise and is widely valued by the enterprises.In the context of brand development,the study of brand value is conducive to the development of the enterprises.Based on this,this paper studies the enterprise brand ecological management model based on customer perceived value.First,this paper clears the customer perceived value and inf luence ways.Secondly,it puts forward characteristics and connotation of brand ecological management.Finally,it expounds and verifies the ecological management model of enterprise brand based on customer perceived value.The results show that the optimization of the management mode is effective and can provide reference for the follow-up of brand ecological management.
作者
张灿
李婷
ZHANG Can;LI Ting(Yunnan University of Finance and Economics,Kunming,Yunnan 650091)
出处
《中国商论》
2022年第9期38-40,共3页
China Journal of Commerce
基金
云南省哲学社会科学普及规划项目“云南省社科普及工作责任制与绩效评估机制研究”(SKPJ202154)。
关键词
顾客感知价值
企业品牌
生态管理
模式研究
品牌发展
customer perceived value
enterprise brand
ecological management
model study
brand development
