基于顾客感知的品牌资产指数构建与行业分析  

Development of customer-based brand equity index and its application to industry analysis

作　　者：马宝龙[1] 邹振兴[1] 王高[2] 步晶晶[1] 孙瑛[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]中欧国际工商学院,上海201206

出　　处：《管理科学学报》2015年第2期36-49,共14页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71272059;71172133);北京高等学校青年英才计划资助项目

摘　　要：以家用轿车行业为例,在明确品牌资产驱动因素的基础上,构建了多维度基于顾客感知的品牌资产测量模型及品牌资产测量指数,并利用品牌总效应感知图,对家用轿车行业的市场竞争结构和品牌竞争优势进行了分析.结果表明家用轿车品牌的品牌资产可由品牌权威、品牌认可、社会认可、功能绩效和相对费用优势等5个维度来测量,其中品牌认可、功能绩效和品牌权威是相对重要的品牌资产驱动因素.品牌资产指数的测量表明中国家用轿车存在3个品牌阵营,但从顾客感知的竞争定位上分析,大部分品牌在顾客心中并没有形成显著的差异定位.This paper first identifies the driving factors of brand equity and then uses these factors to develop a multi-dimensional brand equity scale and a customer-based brand equity index. The brand utility perceived map is used to analyze the industry competition structure and brand competitive advantages. The results show that the brand equity consists of five dimensions in auto industry,e. g. brand authority,brand identity,brand approval,function performance and competitive charges. Brand authority,brand identity and brand approval are more important driving factors than brand equity. The analysis of the brand equity index shows that there are three competitive classes in China’s auto industry and most auto brands have no different brand positioning from the consumer perception.

关 键 词：品牌资产 竞争优势 竞争定位 汽车行业 

分 类 号：F713[经济管理—产业经济]