{"id":835,"date":"2008-06-20T18:02:49","date_gmt":"2008-06-20T10:02:49","guid":{"rendered":"http:\/\/blog.ndsc.tw\/?p=835"},"modified":"2008-06-20T18:02:49","modified_gmt":"2008-06-20T10:02:49","slug":"%e5%89%b5%e9%80%a0%e5%93%81%e7%89%8c%e7%9a%84%e7%84%a1%e5%bd%a2%e5%83%b9%e5%80%bc%e6%9e%97%e5%a4%a9%e7%a5%a5%e6%92%b0","status":"publish","type":"post","link":"http:\/\/blog.ndsc.tw\/?p=835","title":{"rendered":"\u5275\u9020\u54c1\u724c\u7684\u7121\u5f62\u50f9\u503c\/\u6797\u5929\u7965\u64b0"},"content":{"rendered":"

<\/p>\n

\u201cBranding is a Management Concept, a Concept of Intangible Assets which can create the Unlimited Corporate \uff06 Market Value. \u201d<\/span><\/p>\n

<\/span> <\/p>\n

\u300c\u54c1\u724c\u662f\u4e00\u500b\u7d93\u71df\u7ba1\u7406\u7684\u7121\u5f62\u8cc7\u7522\u6982\u5ff5<\/strong>\uff0c\u7d93\u7531\u54c1\u724c\u53ef\u4ee5\u5275\u9020\u4f01\u696d\u8207\u5e02\u5834\u7684\u7121\u9650\u50f9\u503c\u300d\u3002<\/span><\/span><\/p>\n

    <\/span>\u6211\u5728\u7f8e\u570b\u83ef\u76db\u9813\u5927\u5b78\u5f9e\u4e8b\u667a\u6167\u8ca1\u7522\u6b0aIPR\u7684\u535a\u58eb\u5f8c\u7814\u7a76\u671f\u9593\uff0c\u66fe\u62dc\u8a2a\u5c0d\u8ac7\u8a31\u591a\u5f8b\u5e2b\u4e8b\u52d9\u6240\u8207\u80a1\u7968\u4e0a\u5e02\u516c\u53f8IPO\uff0c\u7372\u5f97\u4e00\u81f4\u6027\u7684\u56de\u8986\uff0c\u5e02\u5834\u5c0d\u65bc\u4ed6\u5011\u4f01\u696d\u50f9\u503c\u7684\u8a8d\u5b9a\uff0c\u4ee5US\uff04100\u5104\u4f86\u505a\u6bd4\u55bb\uff0c\u53ea\u670925\uff05\u751a\u81f315\uff05\u662f\u4f86\u81ea\u65bc\u4f01\u696d\u65e2\u6709\u7684\u56fa\u5b9a\u3001\u6709\u5f62\u8cc7\u7522\uff0c\u5176\u9918\u768475\uff05~85\uff05\u7adf\u7136\u4f86\u81ea\u7121\u5f62\u8cc7\u7522Intangible Assets\u30022003~2006\u9023\u7e8c\u62ff\u5230\u53f0\u7063\u570b\u969b\u54c1\u724c\u7b2c\u4e00\u540d\u7684\u8da8\u52e2\u79d1\u6280\uff08Trendmicro\uff09\u8463\u4e8b\u9577\u5f35\u660e\u6b63\u8aaa\u904e\uff0c\u54c1\u724c\u50f9\u503c\u53ea\u67097\uff05\u4f86\u81ea\u65bc\u6709\u5f62\u8cc7\u7522\uff0c\u5176\u9918\u768493\uff05\u7686\u662f\u4f86\u81ea\u65bc\u7121\u5f62\u8cc7\u7522\u7684\u8ca2\u737b\u3002<\/span><\/p>\n

<\/span> <\/p>\n

    <\/span>\u667a\u6167\u8ca1\u7522\u6b0aIntellectual Property Rights, IPR\u662f\u7121\u5f62\u8cc7\u7522\u7684\u5177\u9ad4\u8868\u73fe\uff0c\u4e00\u822c\u4ee5\u300c\u5546\u6a19\u6b0a<\/strong>\u300d\u3001\u300c\u5c08\u5229\u6b0a<\/strong>\u300d\u3001\u300c\u8457\u4f5c\u6b0a\u300d\u3001\u300c\u71df\u696d\u79d8\u5bc6<\/strong>\u300d\u3001<\/span><\/p>\n

\u300c\u7a4d\u9ad4\u96fb\u8def\u4f48\u5c40<\/strong>\u300d\u4ee3\u8868\u667a\u6167\u8ca1\u7522\u4e4b\u4e3b\u9ad4\uff0c\u5982\u679c\u5728\u4f01\u696d\u64c1\u6709\u597d\u7684\u4eba\u624d<\/strong>\uff0c\u540c\u5fc3\u5354\u529b\u7684\u5718\u968a<\/strong>\uff0c\u53d6\u5f97\u54c1\u724c\u4ee3\u7406\u3001\u6388\u6b0a<\/strong>\u3001\u62d3\u5c55\u65b0\u901a\u8def<\/strong>\u2026\u7b49\u7686\u53ef\u4ee5\u8aaa\u662f\u64c1\u6709\u7121\u5f62\u8cc7\u7522\u7684\u53e6\u4e00\u7a2e\u5448\u73fe\u3002<\/span><\/span><\/p>\n

<\/span> <\/p>\n

    <\/span>\u50f9\u503c\u662f\u4e00\u7a2e\u6301\u7e8c\u7684\u4fe1\u5ff5\uff08Beliefs<\/strong>, Convictions\uff09\uff0c\u66f4\u662f\u7dad\u7e6b  <\/span><\/span><\/p>\n

\u9867\u5ba2\u5fe0\u8aa0\u4e4b\u6240\u5728\uff0c\u9867\u5ba2\u8981\u7684\u662f\u50f9\u503c<\/strong>\u800c\u975e\u5168\u7136\u4ee5\u50f9\u683c\u4f86\u4f5c\u6700\u5f8c\u8cfc\u8cb7\u6c7a\u7b56\u4e4b\u4f9d\u64da\uff0c\u70ba\u4e86\u4f7f\u50f9\u503c\u80fd\u5177\u6301\u7e8c\u6027\uff0c\u5247\u8981\u4ee5\u5dee\u7570\u5316\u7b56\u7565\u4f86\u5275\u9020\u51fa\u50f9\u503c\u4ee5\u7db2\u7f85\u5fe0\u8aa0\u7684\u9867\u5ba2\uff0c\u7368\u7279\u5dee\u7570\u5316\uff08Unique Differentiation\uff09<\/span><\/strong>\u5728\u5f15\u5c0e\u6211\u5011\u601d\u8003\u5c07\u7368\u7279\u7684\u552f\u4e00\uff08the only Unique one\uff09<\/span><\/strong>\u8207\u6bd4\u4e00\u822c\u7684\u6a19\u6e96<\/strong>\u3001<\/span><\/span><\/p>\n

\u7af6\u722d\u8005\u9084\u8981\u66f4\u597d\uff08Better than Normal\uff06Competitors\uff09<\/span><\/span><\/strong>\uff0c\u5247\u9867\u5ba2\u5c31\u6703\u66f4\u91cd\u8996\u4f60\u3001\u4f9d\u8cf4\u4f60\u3001\u8cfc\u8cb7\u4f60\uff0c\u5340\u9694\u51fa\u4f60\u8207\u7af6\u722d\u8005\u7684\u4e0d\u540c\uff0c\u4f60\u7684\u50f9\u503c\u5c31\u986f\u73fe\u51fa\u4f86\u4e86\u3002<\/span><\/span><\/p>\n

<\/span> <\/p>\n

    <\/span>\u54c8\u4f5b\u5927\u5b78\u7684Kaplan\u6559\u6388\u8207\u5be6\u52d9\u754c\u7684\u5c08\u5bb6Norton\u57f7\u884c\u9577\u7814\u7a76\u7d44\u7e54\u61c9\u5982\u4f55\u64cd\u4f5c\u624d\u80fd\u9054\u5230\u76ee\u6a19\u4e26\u7522\u751f\u7e3e\u6548\u8207\u50f9\u503c\uff0c\u65bc1992\u5e74\u767c\u8868\u300c\u5e73\u8861\u8a08\u5206\u5361\uff08the Balanced Scorecard, BSC\uff09\u300d\u63d0\u51fa\u8ca1\u52d9\u9762<\/strong>\uff08\u8f49\u63db\u7121\u5f62\u8cc7\u7522\u6210\u70ba\u6709\u5f62\u50f9\u503c\uff09\u3001\u9867\u5ba2\u9762<\/strong>\uff08\u50f9\u503c\u4e3b\u5f35\uff09\u3001\u5167\u90e8\u6d41\u7a0b\u9762<\/strong>\uff08\u5275\u65b0\u6539\u8b8a\uff09\u3001\u5b78\u7fd2\u6210\u9577\u9762<\/strong>\uff08\u6301\u7e8c\u9032\u6b65\u6210\u9577\uff09\u56db\u500b\u69cb\u9762\u7684\u4e3b\u5f35\u3002\u5982\u679c\u4ee5\u50f9\u503c\u7684\u89c0\u9ede\u4f86\u8ad6\u8ff0\uff0c\u5247BSC\u5c31\u662f\u5728\u63cf\u8ff0\u300c\u4f60\u8981\u5982\u4f55\u5c0d\u9867\u5ba2\u63d0\u4f9b\u50f9\u503c\u300d<\/strong>\u3001\u300c\u4f60\u7684\u50f9\u503c<\/strong> <\/span><\/p>\n

\u4e3b\u5f35\u662f\u751a\u9ebc<\/span><\/strong>\u300d\u3001 \u300c\u4f60\u8981\u5982\u4f55\u7d50\u5408\u516c\u53f8\u4eba\u54e1<\/strong>\u3001\u7cfb\u7d71\u3001\u6d41\u7a0b\u8207\u6587\u5316\u4f86\u5275\u9020\u65b0\u50f9\u503c<\/strong>\u300d\u3002\u6b64\u8655\u8981\u63d0\u51fa\u5546\u696d\u50f9\u503c\u66f4\u9ad8\u5c64\u6b21\u7684\u54c1\u724c\u50f9\u503c\u6982\u5ff5:<\/span><\/span><\/p>\n

<\/span> <\/p>\n

\u54c1\u724c\u50f9\u503cBrand Value\u4f86\u81ea\u65bc\u9867\u5ba2\u3001\u6d88\u8cbb\u8005\u53c3\u8207\u9ad4\u9a57<\/strong>\u4e00\u500b\u54c1\u724c\u7684\u611f\u89ba<\/span><\/span><\/p>\n

\uff0c\u91dd\u5c0d\u4e00\u500b\u4eba\u3001\u4e00\u4ef6\u5546\u54c1\u3001\u4e00\u500b\u4f01\u696d\u54c1\u724c\u6574\u9ad4\u5f62\u8c61\u4e4b\u7e3d\u548c\uff0c\u662f\u4e00\u7a2e<\/span><\/span><\/p>\n

\u6574\u9ad4\u4e4b\u8a55\u50f9\uff08a Holistic Evaluation<\/span><\/span><\/strong>\uff09\u3002\u8981\u5275\u9020\u54c1\u724c\u7684\u5c0a\u8cb4\u8207\u50f9\u503c<\/span><\/span><\/p>\n

\u5247\u8981\u56de\u5230\u57fa\u672c\u7684\u539f\u9ede\u4f86\u601d\u8003\uff0c\u4ea6\u5373\u300c\u7ad9\u5728\u4f7f\u7528\u8005\u7684\u89d2\u5ea6\u4f86\u601d\u8003<\/strong>\u300d\u3001<\/span><\/span><\/p>\n

\u300c\u52a0\u5165\u95dc\u61f7Care\u7684\u7279\u8cea<\/span><\/strong>\u300d\u3001\u300c\u4ee5\u7f8e\u611f\u9ad4\u9a57\u4f86\u5851\u9020\u98a8\u683c\u8207\u9b45\u529b<\/strong>\u300d\u3002<\/span><\/span><\/p>\n

<\/span> <\/p>\n

    <\/span>\u570b\u969b\u77e5\u540d\u7684\u54c1\u724c\u9451\u50f9\u516c\u53f8Interbrand\u4ee5\u300c\u9818\u5148\u5ea6<\/strong>\u300d\u3001\u300c\u7a69\u5b9a\u5ea6\u300d\u3001\u300c\u5e02\u5834\u7279\u6027\u300d\u3001\u300c\u570b\u969b\u6027\u300d\u3001\u300c\u8da8\u52e2\u300d\u3001\u300c\u652f\u6301\u300d\u3001\u300c\u4fdd\u8b77\u300d<\/strong>\u4e03\u8981\u7d20\u4f86\u9451\u50f9\uff08Valuation\u5b78\u8853\u754c\u7a31\u8a55\u50f9\uff0c\u5be6\u52d9\u754c\u7a31\u9451\u50f9\uff09\u54c1\u724c\u7684\u50f9\u503c\u3002\u5f9e\u4e0a\u8ff0\u7684\u4e03\u500b\u8981\u7d20\u53ef\u4ee5\u5f97\u77e5\u54c1\u724c\u50f9\u503c\u7684\u5851\u9020\u9700\u8981\u8a02\u5b9a\u95dc\u9375\u7e3e\u6548\u6307\u6a19KPI\u624d\u80fd\u6709\u6548\u7684\u64f4\u5927\u5176\u6210\u6548\u8207\u50f9\u503c\u91cf\u3002<\/span><\/p>\n

<\/span> <\/p>\n

\u5275\u9020\u54c1\u724c\u7684\u7121\u5f62\u8cc7\u7522\u50f9\u503c\u5f15\u5c0e\u6211\u5011\u601d\u8003\u8981\u5728\u8b8a\u52d5\u7af6\u722d\u7684\u5e02\u5834\u4e0a\u505a\u4e00\u4f4d\u8d0f\u7684\u7d93\u71df\u8005<\/strong>\uff0c\u4ea6\u5373\u300c\u50f9\u503c\u7684\u5275\u9020\u8005\u300dValue Creator<\/span><\/strong>\u3002<\/span><\/span><\/p>\n

<\/span> <\/p>\n

\u6587\u7ae0\u63d0\u4f9b\u8005<\/span><\/span><\/p>\n

\u4e2d\u83ef\u54c1\u724c\u5354\u6703ABA  <\/span>\u5275\u6703\u7406\u4e8b\u9577<\/span><\/span><\/p>\n

MBC\u54c1\u724c\u7b56\u7565\u7814\u7a76\u4e2d\u5fc3  <\/span>\u57f7\u884c\u9577<\/span><\/p>\n

\u6797\u5929\u7965\u535a\u58eb(Mikko\u8001\u5e2b)<\/span><\/span><\/strong><\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cBranding is a Management Concept, a Con… Continue Reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[8],"tags":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4dxA5-dt","_links":{"self":[{"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=\/wp\/v2\/posts\/835"}],"collection":[{"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=835"}],"version-history":[{"count":0,"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=\/wp\/v2\/posts\/835\/revisions"}],"wp:attachment":[{"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=835"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/blog.ndsc.tw\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}