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本文以前人的研究为基础,从生态学视觉,深入研究影响品牌生命周期的营销因素,确定内部品牌价值评价模型;进而考察竞争条件下的品牌生命周期的变化规律,把竞争要素纳入评价模型,使内部品牌价值评价模型得以完善。其次,综合基于生命周期及不同价值属性的品牌评价模型,建构了系统评价模型;建立与品牌价值增长规律相适应的全过程品牌价值管理的思路与体制。
Based on the previous studies, this paper studies the marketing factors affecting the brand life cycle from the perspective of ecology, and determines the internal brand value evaluation model. Furthermore, it examines the changing rules of the brand life cycle under the conditions of competition, puts the competition elements into the evaluation model, The internal brand value evaluation model to be perfect. Secondly, based on the brand evaluation model based on life cycle and different value attributes, a systematic evaluation model is constructed. The idea and system of brand value management in the whole process is established according to the law of growth of brand value.