传统区域品牌资产流失与社会资本变迁.pdfVIP

双脚年第8期 改革与战略 NO.8，2侃 第25 脊(总第 192 期) REFORMATION STRATEGY (Cumulatively,NO .l92) 传统区域品牌资产流失与社会资本变迁 江旺龙 (景德镇高斗争级法系，江西 景德镇 3330∞) [摘要]品牌资本是社会资本的商业化形态，社会资本是品牌资本的核心要素。务前，她域老字号大面积陷入危，机，其深层次 ~阁在于社会资本大幅缩水，一是欺诈行为侵蚀了社会资本的诚信基础，二是错误的营销方式伤害了产品价值的信任晶石，三是品 牌共建的不成熟、政企合作机制加速了品牌社会资本的损耗，Øil是非理性的品牌成机应急机制侵蚀了维持消费者忠诚的信用保 障。因此，品牌重建必须加强以诚信、合作、共赢为导向的社会资本的安置投资。 [提键诩]传统区域品牌;社会资本;变迁 !中团分提号] F127 [文献梅识码] A [文章编制 1002-736X(2009)08-∞47幽04 丁raditional Brands Loss and Social Capitals Change Jiang Wanglong 但conomics and law D叩M阳ent， Jingdezhen Comprehensiue College, Jingdezhen, Jían萨i 333∞0) Abstract: Brand capital 扭曲e commercialized shape of social capi毗Social capital is the key essential of brand capi时. Nowadays , m阻y regional traditional brar由fall inωcrisis，也.e de叩 reason is that social capital shrinks hea悦ly. For one aspect, fraudωrrodes the basis of 切tegrity of social capi时， for the second ωpect， the wrong marketing method is harm.fulωthe belief of prompt value, for 伽e 也ird asp此也 brand唰build s immature and government-en阳prise coop例tion mechanisms accelerate brand social capitals 10$$. For the fourthωpect， non-刚ional brand crisis em吨encyωrrodes the credit-倒也凯泊rd which holdsωnsumers loyalty. Therefor毡， brand rebuilt haveω 附engthen social c叩itals re-invest with the d杖。ction of integrity and achieves ωoperation and win-win situation. Key words: traditional area brand; social capital; change M 叫 传统区域品牌又称地域老字号，随 法罔著名