品牌关系驱动力作用下的品牌资产产出模型研究

Three typical models are currently used in brand equity evaluation: Financial Market Output Model (FMOM), Product Market Output Model (PMOM) and Customer-Based Brand Equity (CBBE) model, among which the last model (CBBE) has been in a dominant position. However, due to the subjective, rather than objective evaluation system of CBBE, this model has been criticized by supporters of the former two models. Research question has aroused as how to overcome the inherent defect of CBBE and to integrate the advantages of the three models. Through extensive literature review and survey practice, the authors establish Relationship-Drive Output Model (RDOM). The model covers three core variables of the creation, development and output of brand relationship, which enhances this model's systematicness. In addition, the model reconstructs the concept of brand prototype, brand relationship, and brand equity from a two-dimension perspective, and increases the ability to make comprehensive brand equity evaluation under complex contexts. In particular, this model's ability of dynamic evaluation is greatly improved. The research results enhance the scientificalness and operability of brand equity evaluation, and also help to advance the domestic research field to be close to international research forefront.

当前，品牌资产评价有三种模式：金融市场产出模式、产品市场产出模式和顾客视角的品牌资产模式（CBBE）。上述三种模式中，CBBE一直处于主导地位。但侧重于关系质量视角的CBBE模式遭到了金融市场产出模式学派和产品市场产出模式学派的严历抨击。因此，如何克服CBBE模式固有缺陷，并将上述三种模式的优点进行整合，是学术界一直以来为之困惑的难题。作者通过大量的实践调研和文献研究，立足上述三种模式，构建了基于品牌关系驱动力的品牌资产产出模式（简称RDOM）。该模式涵盖了品牌关系创建、品牌关系发展、品牌关系产出等三部分核心变量，增进了品牌资产模型的系统性。另外，该模式还从二维的视角对品牌原型、品牌关系、品牌资产的构念进行了重构，并增强了复杂情境下对品牌资产作出全面评估的能力。尤其是品牌关系驱动力模型的引入，更增进了RDOM的动态评估能力。研究不仅提高了品牌资产产出模型的科学性和系统性，而且紧贴国际前沿。

品牌作为一种重要资产对于消费者、企业、甚至其来源国都具有重要的经济社会价值。但是，与世界上发达国家的知名品牌横向比较而言，中国企业品牌竞争力明显偏弱，品牌资产排名显著落后于欧美品牌，这与中国作为世界第二大经济体的经济体量显著不符。如何摆脱大而无名的窘境，日益受到了中国企业管理理论界与实践界的关注，并成为当今的重要课题而亟待破解。在品牌资产评估领域，实业界和学术界中仍然存在着不同的观点。为人们所认可的品牌资产评价模式主要有三种：基于顾客心智的品牌资产模式、基于产品市场的品牌资产模式、基于金融市场的品牌资产模式。在上述三种模式中，基于顾客心智的品牌资产模式一直处于主导地位。然而，随着品牌资产研究的逐渐深入，有学者指出三种品牌资产评估模式，虽然各有优势与侧重，但是皆存在着其本身固有的局限。有鉴于此，本研究在对已有品牌资产研究成果进行回顾和述评的基础上，提出基于品牌关系驱动力、品牌定位和品牌创新等相关的品牌资产评价模式。