品牌价值提升影响因素研究

doi:1001-148X（2013）06-0133-11

摘要/Abstract

摘要： 本文结合物理学力学理论，构建品牌价值提升力场模型，从整合营销角度提取了影响品牌价值提升的六大因素，并重点考察其在行业竞争大背景下的影响，动态分析各因素对品牌价值提升的具体作用。实证研究表明：品牌支撑力、促销拉力、推力对品牌价值提升有正向作用，而品牌自身重力和市场压力的作用则相反。行业竞争的存在，负向调节了品牌支撑力，促销拉力与推力对品牌价值提升有作用。因此，企业要综合利用各种品牌影响因素提升自身的品牌价值，而且这种努力一定要超越行业竞争带来的影响。

袁安府,黄丹,邵艳梅. 品牌价值提升影响因素研究[J]. 商业研究, 2013, 55(6): 133-143.

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