| 中国基金管理公司品牌建设的必要性研究 |
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| 引用本文： | 冯俊,余伟萍.中国基金管理公司品牌建设的必要性研究[J].西南科技大学学报(哲学社会科学版),2007,24(5). |
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| 作者姓名： | 冯俊 余伟萍 |
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| 作者单位： | 四川大学工商管理学院 四川成都610064 |
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| 摘 要： | 2006年中国基金业得到快速发展,基金业内的竞争在经历了产品竞争、渠道竞争、投资业绩竞争三个阶段之后,各基金管理公司意识到品牌正在成为竞争的利器。在对我国基金行业现状分析的基础上,运用品牌资产的相关理论,阐述了品牌建设对基金管理公司及顾客的重要性和必要性。
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| 关 键 词： | 品牌资产 忠诚度 品牌延伸 顾客让渡价值 |
Study on the Necessity of Chinese Funds Management Companies' Brand Construction |
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| FENG Jun,YU Wei-ping.Study on the Necessity of Chinese Funds Management Companies'' Brand Construction[J].Journal of Southwest University of Science and Technology,2007,24(5). |
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| Authors: | FENG Jun YU Wei-ping |
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| Abstract: | 2006 has seen the rapid growth in Chinese funds industry.After experiencing the competition of product,channel and investing performance in the funds industry,the funds management companies have been aware of the brand's rising status as an effective competition weapon.Based on the analysis of the present condition of Chinese funds industry,the importance and necessity of brand construction for the funds management companies and consumers were illustrated by using the relevant theory of brand equity. |
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| Keywords: | brand equity loyalty brand extension brand delivered value |
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