品牌资产价值和顾客资产价值关系研究  

The relationship between brand equity value and customer equity value

作　　者：刘文科 Liu Wenke(Nanjing University of Finance&Economics,Nanjing,Jiangsu,210023)

机构地区：[1]南京财经大学,江苏南京210046

出　　处：《市场周刊》2021年第4期87-89,共3页Market Weekly

摘　　要：阐明品牌资产价值和顾客资产价值的定义、组成,从思考角度和测量方法出发,分析两种资产价值之间的相同点、不同点,结合过往文献中模型构建内容,理清品牌资产价值和顾客资产价值之间的具体关系。通过分析,得出结论:两者虽然是不同的两个概念,但是却是相互援引、缺一不可的两种资产价值计算方法,对评估企业发展、盈利能力有着重要的参考作用。By analyzing the definition of brand equity value and customer equity value,and analyzing the contents of both.Then from the perspective of thinking and measurement methods and other aspects of the analysis of the two differences.Thirdly,the similarities and important links between the two are put forward,and the relationship between brand equity value and customer equity value is put forward based on previous literature.Although they are two different concepts,they are two indispensable methods of asset value calculation that quote each other and have an important influence on the development and profitability of enterprises.

关 键 词：品牌资产价值 顾客资产价值 两者关系 

分 类 号：F713.5[经济管理—市场营销]