品牌价值体系

基于支撑系统的品牌价值评估体系研究

Research on Brand Evaluation System Based on Supporting System

第四章，指出我国的品牌价值评估体系及其运作存在的缺陷以及由此所导致的品牌管理问题；

Chapter four , pointing out the defects that exists in brand value evaluation and the correlated problems in management of brand in our country ;

在构建品牌价值的指标体系及评估定量模型的基础上，建立了品牌对经济增长的定量模型，分析了湖北省产品品牌的总体状况及品牌的地区结构、行业结构和技术结构；

Forms the quantitative model of brand innovation on economic development and analyzes the total status and the regional structure , industry structure and technological structure of the brands of the products made in Hubei on the basis of index system of brand value and appraisal of the quantitative model ;

方法：研究国内、外品牌价值评估方法和OTC企业及其产品特征，运用统计方法构建OTC品牌价值评估指标体系，引入模糊综合评价法评估OTC品牌价值。

METHODS : The brand value evaluation methods both at home and abroad and the characteristics of OTC manufacturing enterprises and their products were studied , and OTC brand value evaluation index system was constructed using statistical method , and OTC brand value was evaluated using Fuzzy Comprehensive Evaluation .

品牌的价值受到企业内部要素、宏观环境及竞争对手相关要素三个方面的影响，这些影响因素就构成了品牌价值的支撑体系。

The value of brand is influenced by three related elements . They are the enterprise 's internal element , macro environment and competitive rivals . All these influencing factors form the supporting system for the brand value .