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将虚拟经济中的二元价值理论引入到品牌价值的研究中,即品牌价值是虚拟价值与有形价值的统一,通过对相关文献的回顾,发现现有的文献中从虚拟价值与有形价值来研究品牌价值的比较少,而且论述不足。为此,本文重点分析了品牌虚拟价值特征以及与品牌有形价值之间的差别,得出两种价值在品牌创建过程中互补互促关系的结论。
Binary value theory in fictitious economy is introduced into the research of brand value, that is, brand value is the unity of fictitious value and tangible value. Through the review of related literatures, it is found that the existing literature studies from the perspective of virtual value and tangible value Brand value is relatively small, and lack of discussion. Therefore, this paper analyzes the difference between the brand’s virtual value characteristics and the brand’s tangible value, and draws the conclusion that the two kinds of value complement each other in the brand creation process.