科研管理

科研管理 ›› 2017, Vol. 38 ›› Issue (12): 70-77.

• 论文 • 上一篇    下一篇

高新技术企业品牌关系驱动力和品牌资产研究

唐小飞1,汪阳2,王春国3,鲁平俊4   

  1. 1西南财经大学西部商学院,四川 成都611130;
    2西南财经大学工商管理学院,四川 成都611130;
    3兰州财经大学工商管理学院,甘肃 兰州730020；
    4云南财经大学商学院，云南 昆明650221
  • 收稿日期:2017-05-10 修回日期:2017-10-12 出版日期:2017-12-20 发布日期:2017-12-19
  • 通讯作者: 鲁平俊
  • 基金资助:

    国家自然科学基金面上资助项目“品牌关系驱动力作用下的品牌资产产出模型研究”( 项目编号：71372209；起止时间：2014.1-2017.12)；国家自然科学基金资助重点项目“网络环境下的新型定价模式研究”( 项目编号：71331004；起止时间：2014.1-2018.12) 和西南财经大学2015 年度重大理论基础研究项目“基于互联网大系统的产品定位研究”( 项目编号:JBK151135;起至时间2015.7-2017.7) 。

A research on brand relationship driving force and brand equity of high tech enterprises

Tang Xiaofei1, Wang Yang2, Wang Chunguo3, Lu Pingjun4     

  1. 1. Western Business School，Southwestern University of Finance and Economics，Chengdu 611130，Sichuan，China; 
    2. School of Business Administration，Southwestern University of Finance and Economics，Chengdu 611130, Sichuan, China; 
    3. School of Business Administration, Lanzhou University of Finance and Economics, Lanzhou 730020, Gansu, China; 
    4. School of Business Administration, Yunnan University of Finance and Economics，Kunming 650221 , Yunnan , China
  • Received:2017-05-10 Revised:2017-10-12 Online:2017-12-20 Published:2017-12-19

摘要： 当前，品牌资产评价有三种模式：金融市场产出模式、产品市场产出模式和顾客视角的品牌资产模式（CBBE）。在上述三种模式中，CBBE一直处于主导地位。近年来，以主观评价体系代替客观评价体系的CBBE模式遭到了金融市场产出模式学派和产品市场产出模式学派的严厉抨击。因此，如何克服CBBE模式固有缺陷，并将上述三种模式的优点进行整合，是学术界为之困惑的焦点性难题。作者通过大量的社会实践调研和对国内外学术文献的研究，构建了基于关系驱动力的品牌资产评价模式（IBBE）。它不仅从根本上消解了上述三个学派间的冲突，而且对品牌原型、品牌关系、品牌资产之间的因果关系进行了系统性的论述。品牌关系驱动力模型还增强了对不确定情境下的品牌资产做出全面评价的能力，提高品牌资产评价的科学性和可操作性。

关键词: 品牌原型, 品牌关系情感, 品牌关系驱动力, 品牌资产

Abstract: There have been three general models to evaluate brand equity: financial market-based brand equity, product market-based brand equity and customer-based brand equity (CBBE). And CBBE model is in the domain of brand equity research. Then, is there a need for the fourth model to evaluate brand equity from other perspective? Recently some researchers point out that CBBE model based on the “cognitive” paradigm suffers from challenges with new norms and disciplines integrated into the brand equity field. So the new model to measure brand equity is needed. The author constructs the fourth brand equity model---interaction-based brand equity (IBBE) initially in the global marketing research. The IBBE model demonstrates the dimensions and correlations of brand prototype, brand relationship emotions and brand equity. And brand relationship driving force as the key variable is firstly introduced into the brand equity model. The IBBE model can not only overcome the limitations of the three brand equity models proposed previously but also make a comprehensive evaluation of brand equity under an uncertain environment. The findings can improve measurement and management of brand equity and the present research can contribute more to promoting China’s brand equity research, giving rise to brand equity theory development in the world.

Key words: brand prototype, brand relationship affection, brand relationship-driving force, brand equity