【摘要】 以“潜江龙虾”这一案例为切入点，分析“潜江龙虾”区域公用品牌及其价值的形成，进而归纳出区域公用品牌价值形成的一般性规律，并通过文献梳理与理论分析认为，区域公用品牌的主要功能是为区域的产品带来市场溢价、为地区带来超越于其他区域的交易量、为区域整个产业体系带来持续的巨大的现金流，以及为主体带来更可观的经济收益。其次，立足于市场交易的视角，分别从宏观、中观和微观三个层面对区域公用品牌价值进行解构，提出区域公用品牌价值评价的产品品质价值、市场价值、产业价值、生态价值、民生价值、创新价值和治理机制等7个主要维度，构建了品牌价值的“1+2+4”评价模型与指标体系。最后，结合国际权威机构Interbrand评价方法和国家相关技术标准体系，设计了具体的品牌价值测算方法，并运用“潜江龙虾”的评价实践证明了模型和指标对品牌的发展具有拉动作用。研究设计的评价模型和评价方法能够对区域公用品牌价值实行年度的动态评估，并为地方政府打造区域公用品牌，提升品牌价值提供有益的参考。更多还原

【Abstract】 This paper starts from the case of Qianjiang Crayfish, a regional public brand, to analyze the main logic in the formation of regional public brand value. By way of literature review and theoretical analysis, it is pointed out that the main function of a regional public brand is to bring a premium price to regional products, a transaction volume above other regions, a continuous huge cash flow, as well as more considerable economic benefits to the region. Based on the market trading, this article deconstructs the value of regional public brand at the macro, meso and micro levels into seven main dimensions, which includes product quality, market, industry, ecological environment, people’s livelihood, innovation and brand governance, offering a ‘1+2+4’ evaluation model and an index system. In accordance with the international authoritative organization Interbrand and the national standard system, a new brand value measurement method is proposed in the paper, which proves that it has a stimulating effect on the development of the brand. The method designed in this paper can undertake an annual dynamic evaluation of regional public brand value, and provide a useful reference for brand construction.更多还原