【摘要】 本论文通过扫描数据和观察教据相结合,构建Multinomial Logit(MNL)模型,测量品牌资产的价值和评价品牌运营的效率。作者通过支付意愿来将不同品牌对顾客的效用转化成具体的货币价值,发现相对于"益母草"而言,所观察的品牌给顾客带来的相对货币价值在0.749元/片(ABC)到-0.246元/片(永芳)之间;"安乐"的品牌运营效率相对最高。更多还原

【Abstract】 This paper applies scan -data and observed data,builds Multinomial Logit Model,focuses on measuring brand equity and valuing the effect of brand operation.By using the concept,WTP(Willing To Pay) to transform the utilities into monetary value,the author find that the observed brands bring addition utilities from$0.749 to -$0.24 comparing with YIMUCAO(a brand);the brand operation efficiency of ANLE is the highest.更多还原