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本文从高科技企业品牌资产市场维度开发着手,明确了高科技企业品牌资产价值的市场开发维度、影响变量,探讨了高科技企业品牌资产价值的内部驱动因素和外部驱动因素,并结合实例分析了产品危机中相关变量对高科技企业品牌资产价值的影响,通过测量模型的实例分析可知,企业品牌资产价值至关重要,合理的危机处理手段是维护品牌形象、保障品牌资产价值的关键所在。最后以跨国高科技企业为例,探讨了如何积极应对品牌资产损害的策略。
This article starts with the development of high-tech enterprise brand equity market, clarifies the market development dimension and the influence variable of high-tech enterprise brand equity value, and probes into internal and external drivers of high-tech enterprise brand equity value. Through the example analysis of the measurement model, we can see that the value of corporate brand equity is crucial, and the reasonable means of crisis management is the key to safeguard the brand image and protect the value of brand equity. Finally, taking multinational high-tech enterprises as an example, this paper discusses how to deal with the damage of brand equity actively.