【作者】 陈绍愿； 赵红； 林建平；

【Author】 CHEN Shao-yuan~(1,2) ZHAO Hong~1 LIN Jian-ping~2 (1.The Graduate School,Chinese Academy of Sciences,Beijing 100039,China;2.Guangzhou Institute of Geography,Guangzhou 510070,China)

【机构】 中国科学院研究生院； 广州地理研究所；

【摘要】 在解析品牌价值要素结构的基础上,指出现今品牌建设是由一系列相互联系、相互作用的价值增值活动所组成,并认为品牌价值多元化和企业日益重视核心竞争力培养是品牌单一价值日益演变为价值供应链的根本原因。进而,论述品牌价值供应链运行的三个层次,即知识链、信息链和活动链,并在此基础上阐述其运行规律。认清品牌的价值供应链形成、层次性及其运行规律,能够引导企业成功实施品牌经营与管理。更多还原

【Abstract】 Based on the analysis of element structure of brand value,the paper points outs that brand building ismade up of a serie of value creating activities,which are interacting and interrelated with each other.The diversifi-cation of brand value and most companies’ focusing on developing core competitive competence cause the alterationof brand value,which goes from single value to value supply chain.Furthermore,it narrates three tiers of brandvalue supply chain,that is knowledge chain,information chain and business chain,and then discusses its operatingrules.Making clarity of the attributes of value supply chain and its forming process and operating rule can lead cor-porations successfully implement brand developing and brand managing.更多还原