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本文分析了老字号价值提升中存在的困难与问题,并探讨了流通产业结构创新对老字号价值提升的影响。在此基础上建立了综合消费者、市场、文化、社会等因素的老字号品牌价值评估模型,构建了老字号品牌强度的评价指标体系,提出了品牌强度系数计算方法。由评估模型可以得出,如果忽略流通产业结构创新对老字号发展潜力的影响,必将低估品牌价值,另外可以明确哪些因素对老字号的价值提升作用更大,为企业进一步的改革创新提供参考。
This article analyzes the difficulties and problems existing in the old value promotion, and discusses the influence of the innovation of the circulation industrial structure on the old value promotion. On the basis of this, an evaluation model of old brand value integrating consumer, market, culture, society and other factors is established, an evaluation index system of old brand name strength is constructed, and a calculation method of brand strength coefficient is proposed. From the evaluation model, we can conclude that ignoring the impact of innovation in the circulation industry on the development potential of old brands will underestimate the value of the brand. In addition, it will clarify which factors have a greater effect on the increasing value of old brands and provide reference for further reforms and innovations.