本文選題：品牌授權(quán) + 授權(quán)方�。� 參考：《經(jīng)濟(jì)經(jīng)緯》2013年03期

【摘要】：筆者在品牌經(jīng)濟(jì)學(xué)的框架下,從授權(quán)方的角度出發(fā),分析了品牌授權(quán)的作用機(jī)制。授權(quán)方在轉(zhuǎn)讓品牌使用權(quán)后,會(huì)面臨一系列風(fēng)險(xiǎn),主要體現(xiàn)為品牌信用度的變化。通過將品類粘合度和反向影響度引入授權(quán)方的品牌授權(quán)信用函數(shù),筆者分析了品牌授權(quán)獲得成功的條件。研究表明,只有當(dāng)授權(quán)雙方的品類粘合度較高、被授權(quán)方自身的品牌信用度達(dá)到一定水平并且授權(quán)數(shù)量一定控制在企業(yè)能夠掌握的范圍之內(nèi)時(shí),品牌授權(quán)才能獲得成功。
[Abstract]:In the framework of brand economics, the author analyzes the mechanism of brand licensing from the perspective of the licensor. After transferring the right to use the brand, the licensor will face a series of risks, mainly reflected in the change of brand credit. By introducing the category adhesion degree and reverse impact degree into the licensing credit function of the authorized party, the author analyzes the conditions for the success of the brand authorization. The research shows that the brand authorization can be successful only when the category adhesion of the authorized parties is high, the authorized party's own brand credit degree reaches a certain level and the authorized quantity is controlled within the scope of the enterprise's grasp.
【作者單位】： 山東大學(xué)經(jīng)濟(jì)學(xué)院;
【分類號(hào)】：F273.2

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本文編號(hào)：1924098