品牌资产管理中存在问题及其对策研究

摘 要品牌资产属于企业的无形资产，是企业管理的重要组成部分，为企业在激烈的市场竞争中立于不败之地起到了至关重要的作用。本文首先阐述了品牌资产管理的基本理论及其研究意义，阐述了品牌资产管理的现状特点，在此基础之上分析了品牌资产管理存在的问题，由于品牌资产管理的创造意识、价值意识、发展意识、规范意识薄弱，并且缺乏系统的价值评估体系，使得品牌资产管理没有侧重，或是重心偏差，致使品牌资产管理走向误区。为使品牌资产管理更为有效从定量角度运用灰色系统相关理论对品牌资产影响因素进行相关度分析，从定性角度提出了品牌资产管理对策。关键词：品牌；品牌资产；品牌资产管理；灰色理论IAbstractBrand intangible asset belonging to the enterprise is an important component of the enterprise management,and plays a crucial role for enterprises in staying invincible in the fierce market competition.This article first elaborated the brand property management elementary theory and the research significance,elaborated the characteristic of the present brand property management situation,on this basis analyzed the problems of brand asset management.Because the creation consciousness, the value consciousness,the development consciousness and the standard consciousness of the brand property management is weak, and lacks the systematic value appraisal system, the brand property management doesn’t have the focus, or the focus deviates,which causes the brand property management moving towards the erroneous zone.In order to cause the brand property management to be more effective,analyzed the brand assets related factors from a quantitative point of grey theory of associated degrees,and proposed the brand property management countermeasures from the qualitative angle.Key words：Brand；Brand property； Brand property management；Grey theoryII前 言随着经济全球化的发展，企业生存的市场发生了变化，科技的发展、规模化经济和营销效率的需求开始促使很多企业向全球竞争态...