Study on the Evolution Paths and Development Models of Brand Value Chain

摘要：

Brand value chain involves not only micro corporate brands, but also macro industrial, regional and national brands. The evolution of the brand value chain consists of two levels, one from brand perception to brand loyalty, and the other from OEM to ODM or OBM. The brand value chain can create a unique competitive advantage when developed to value network. To achieve the barrier and synergy effects, we can shape the brands core values to optimize corporate brand value chain, encourage the interaction of industrial cluster to upgrade the brand value chain clusters, and build regional value creation system to expand regional brand value chain.

作者: Xie jiafeng Shen wenxing

作者单位: College of Humanities and Social Sciences,Nanjing Forestry University Nanjing, China College of Economics and Management,Nanjing Forestry University Nanjing, China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-4

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）