文档介绍：摘要在复杂激烈的企业竞争中,品牌的竞争已经提升到了最高层面,品牌的经营逐渐成为企业竞争力的核心,而品牌创新则是企业持续发展的必要条件。在今天, 强大的竞争力是企业面向世界的前提,而企业只有持续地进行品牌创新才能保证强大的竞争力。品牌创新是指品牌寻求自我发展以适应时代变化和科技进步的动态蜕变过程。它随着时代的发展而发展,随着周围的政治、经济、社会、环境、技术更替的变化而变化,通过自身的变化来满足顾客不断变化的需求,以此来换取顾客对于品牌的忠诚度,从而提升品牌价值,同时为公司带来巨额收益,维持公司的利润增长。因此,唯有创新才能保证品牌的经久不衰,一成不变的品牌必然会被市场所淘汰。本文的研究正是基于这样的前提下进行的,本文以现有品牌相关理论为基础,首先对品牌创新等相关概念的内涵进行界定,归纳分析了现有的品牌创新文献和实例。并以现有的品牌价值评估理论为结合点,借鉴了Aaker的十要素模型及Interbrand方法,建立以品牌财务价值和品牌权益价值两个维度的品牌创新效果测评模型;最后对燕京啤酒品牌创新效果进行了实证测评分析,并提出相关品牌创新策略。关键词:品牌; 品牌创新; 品牌价值 Abstract Heated in plex petitiveness,the brand’petitiveness has been elevated to the highest level,the brand has gradually e the petitiveness of enterprises,and brand innovation anecessary condition forsustainable , competitive aprerequisite forfacing theworld,while continuing toconduct business only in order toensure astrong brand innovation Innovation themeans to seekself-development ofthebrand inorder toadapt tothetimes ofchange andprogress inscience and technology theprocess ofdynamic thedevelopment ofitsdevelopment, withtheslLrrounding political,economic,social,environmental,technological change and change, through its own changes tomeet thechanging needs ofcustomers,in exchange for customer loyalty for thebrand SO as toenhance thebrand value,at thesame timeprovide substantial retums for pany to maintain pany's profit ,only innovation can ensure thetime-honored brand,the brand changed the market bound tobeeliminated. This study based on thepremise ofthispaper relatedtoexisting brands based on the theory,first ofall,the brand concept ofinnovation-related connotation defined,into allanalysis of existing literatureandexamples of brand assessment ofexisting theories ofbrand valuefor bination ofpoints from ten elements oftheAaker model and Interbrand forways tobuildfinancial value tobrand value and brand equity brand new two-dimensional model ofthe effectofevaluation;Finally,Yan Jing BeerBrand i