作　　者： ; ;

机构地区： 华南理工大学新闻与传播学院

出　　处： 《品牌》 2016年第1期26-30,共5页

摘　　要： 移动互联网时代,社会性消费者依托社会化媒体强势崛起,其在社会化网络上创造的无形资产成为了品牌社会化资产的重要组成部分。而社会性消费者围绕企业核心价值观展开的价值共创行为更是成为了品牌社会化资产的基础。品牌社会化资产亦成为品牌发展的新形态,从品牌资产到社会化资产的转变日渐显著,并在品牌功能的转变、品牌拥有者的转变、品牌关系的转变三个方面有所体现。因此,企业需要转变原有的品牌管理和经营理念,扮演品牌维护者和代理人的角色。 In the Mobile Internet era,social consumers relying on the social media are arising strongly. Meanwhile, Intangible assets created by those consumers has become the essential part of brand social equity. However,the behaviors that social consumers co-create the enterprise core value have become the basis of brand socialize equity. brand socialize equity has become the new form of brand development,which has three aspects' changes:brand functions' changes,brand owners' transformation and brand relationships' changes. Therefore,companies,playing the role of defenders and brand agents,need to change the original brand management and business philosophy.

关 键 词： 价值共创 品牌资产 品牌社会化资产

领　　域： [经济管理] [经济管理]