基于平衡记分卡理论的品牌延伸机会评价模型  

Research on evaluation model of brand extension opportunity based on balanced scorecard

作　　者：杨春[1] 顾锋[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《哈尔滨商业大学学报（自然科学版）》2008年第5期635-640,共6页Journal of Harbin University of Commerce：Natural Sciences Edition

基　　金：国家科学自然基金项目(70572102)

摘　　要：通过回顾了品牌延伸的相关理论研究成果,解析了平衡记分法理论的基本思想,剖析了将平衡记分法原理用与品牌延伸机会评价结合的关键问题.基于以上研究,进一步结合品牌延伸机会评价的特点,尝试从顾客认知角度、品牌市场运营角度、未来发展角度、财务价值角度等4个不同角度,建立全面综合的品牌延伸机会评价模型,希望能对平衡记分思想在品牌延伸机会评价中的借鉴进行一些有益的探索.This paper analyzes the essential concept of balance scorecard and the key problem in combination the evaluation of brand extension opportunity with balance scorecard. Based on these analyses, this paper attemps to propose a new evaluation model for the opportunity of brand extension. This evaluation model will combine the basic concept of balance scorecard with the characteristic of brand extension opportunity to establish evaluation model of brand extension opportunity from four aspects including consumer perceive, brand marketing operation, future development and financial value in order to offer beneficial reference for the applying balance scorecard to the brand extension evaluation.

关 键 词：品牌延伸 平衡记分卡 价值评价 

分 类 号：F713.50[经济管理—市场营销]