企业品牌资产成长的系统动力学建模与仿真研究  

Research on System Dynamics Modeling and Simulation of Enterprise Brand Asset Growth

作　　者：张剑[1,2] ZHANG Jian(Rajamangala University of Technology Rattanakosin,Thailand Salaya 73170)

机构地区：[1]广州南洋理工职业学院 [2]Rajamangala University of Technology Rattanakosin

出　　处：《天津商务职业学院学报》2019年第3期50-57,共8页Journal of Tianjin College of Commerce

基　　金：广东省普通高校创新人才类项目“基于认知心理学的企业品牌资产评估指标体系建立研究”(项目编号:2017GWQNCX086);广州南洋理工职业学院科研项目“基于顾客心智的企业品牌资产形成机制的系统动力学建模研究”(项目编号:NY-2018KYYB-22)阶段性成果

摘　　要：通过对企业品牌资产成长系统构成因素和结构进行分析,本文构建了企业品牌资产成长系统的因果关系图,并在此基础之上建立了企业品牌资产成长的系统动力学模型。使用Vensim PLE软件进行模型仿真分析,得出外部社会与自然环境、市场竞争不是企业品牌资产成长的关键因素,企业自身才是企业品牌资产成长的决定性因素。企业品牌资产成长系统动力学模型为企业品牌资产成长研究提供了一个新的视角和方法。Through the analysis of the system components and structure of enterprise brand asset growth, constructing causality diagram of enterprise brand Asset growth system, on this basis, a system dynamics model of enterprise brand asset growth is established. Using Vensim PLE software for model simulation analysis, it is concluded that the external social and natural environment and market competition are not the key factors for the growth of enterprise brand assets,the enterprise itself is the decisive factor for the growth of the brand assets of the enterprise.The system dynamics model of enterprise brand asset growth provides a new perspective and method tool for the research of enterprise brand asset growth.

关 键 词：品牌资产 系统动力学 建模与仿真 

分 类 号：F274[经济管理—企业管理]