| 基于消费者态度的品牌资产评估方法构建 |
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| 引用本文： | 徐瑞平,阎东明,孙伟.基于消费者态度的品牌资产评估方法构建[J].建筑科学与工程学报,2003,20(4):60-62. |
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| 作者姓名： | 徐瑞平 阎东明 孙伟 |
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| 作者单位： | 西安理工大学,工商管理学院,陕西,西安,710048 |
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| 基金项目： | 陕西省教育厅人文社科基金资助项目 ( 0 1 JK1 2 6 |
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| 摘 要： | 品牌是企业重要的无形资产 ,对品牌资产价值进行客观而科学的评估 ,有利于企业合理地配置资源并进行有效的品牌资产管理 .目前品牌价值的评估方法 ,大多是通过企业已有的财务资料来估计品牌的价值 ,它们考虑的仅是品牌的投入和产出这两头 ,忽视了品牌发挥作用的中间过程 .基于消费者的态度 ,在分析品牌资产价值形成机理基础上 ,提出了结合行业特点的品牌资产评估的强度因子法
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| 关 键 词： | 品牌资产 消费者态度 品牌评估 品牌价值 |
| 文章编号： | 1001-7569(2003)04-0060-03 |
| 修稿时间： | 2003年5月6日 |
Method of brand assets evaluation based on considering consumer's attitude |
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| XU Rui-ping,YAN Dong-ming,SUN Wei.Method of brand assets evaluation based on considering consumer''s attitude[J].Journal of Architecture and Civil Engineering,2003,20(4):60-62. |
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| Authors: | XU Rui-ping YAN Dong-ming SUN Wei |
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| Abstract: | Brand is an important invisible assets of the enterprise. The objective scientific evaluation of brand assets is beneficial to manage brand assets and allocate resources. The current evaluation method of brand value is through financial data provided by the enterprise and this neglects the process in which brand plays an important part due to only considering input and output of a brand. This paper puts forward the intensity factor method of brand assets evaluation, based on the brand assets value from the customer's attitude. |
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| Keywords: | brand assets consumer's attitude brand evaluation brand value |
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