摘要
实业界已经越来越认知到要素品牌的重要性,但理论界对要素品牌的研究却严重滞后。本文在对要素品牌的内涵与要素品牌战略研究现状回顾的基础上,指出了要素品牌理论研究中有待解决的核心问题,并由此提出了基于B2B2C价值链的要素品牌资产研究的新视角,同时也对要素品牌资产模型的建构做出了展望。
The business community has increasingly recognized the importance of ingredient brand. However,theorists' researches are logging behind seriously. Reviewing the existing studies divided into three topics:the essence of ingredients brand, ingredient-branding strategies which the ingredient brand used to be an component of a final product brand, and branding strategies of ingredients brand itself, the present study points out the core thesis that needs to be solved and proposes a new perspective to study ingredient brand equity,based on B2B2C value chain.At the same time, this paper also gives a prospect of the construction of ingredient brand equity.
出处
《品牌》
2016年第1期6-14,共9页
Brand
基金
国家自然科学基金<要素品牌资产双层模型建构及其内部关系实证:基于B2B2C价值链的视角>(项目批准号:71272193)
国家自然科学青年基金项目<竞争者品牌丑闻:危机还是机遇>(项目批准号:71202164)
