基于企业创造附加值的品牌构建及其评价研究
发布时间：2018-07-28 10:40
【摘要】：随着中国市场经济的发展,品牌已经成为企业最有价值的资产之一,对企业家来说,如何有效的创建品牌、积累品牌、提升品牌综合竞争力、获取更高的附加值是面临的最大挑战。通过对国内外关于附加值、品牌价值及评估的研究进行全面分析,发现在研究中存在一些问题:品牌构建与品牌价值的研究元素分离;对品牌附加值和品牌价值之间的关系停留在定性的讨论分析上;对品牌价值内涵及评估的研究忽略了对企业运营活动的分析,对企业的品牌构建缺乏实际的指导意义。针对以上问题,主要做了几个方面的工作:首先,对现有的品牌构建理论、品牌构建的方法汇总分析,研究现有品牌构建相关理论方法与品牌价值形成的相互关系、研究了品牌构建的理论方法与企业营销活动之间的关联性,找到了品牌构建与品牌价值之间的内在逻辑,解决了品牌构建与品牌价值分离的问题。第二,从附加值的角度分析品牌带来附加值的机理,研究品牌价值的形成和品牌构建的方法,论述了各要素之间的关系及其重要程度;利用区间层次分析法(IAHP)分析各要素对附加值影响程度。研究品牌附加值的来源、构成要素,以及与企业品牌经营活动内在的逻辑,实现了品牌附加值和品牌营销活动之间内在的链接。第三,通过企业构建品牌实际案例的分析研究,将品牌构建过程与品牌价值评估结果对比研究,对品牌构建的元素进行全新的梳理,设计了一系列品牌构建的方法工具,为企业的品牌构建提供了一体化的系统方法。运用系统动力学,构建了企业自主品牌运营能力系统模型,分析了研发、生产和营销子系统三者之间相互协同,促进企业自主品牌运营能力系统的良性运转模型,有助于企业系统思考,提升品牌附加值。第四,设计了基于品牌附加值的品牌构建模型,在一个模型中对企业的品牌构建、品牌附加值提升、品牌价值的形成三者之间的相互关系、相互作用机理进行论证。设计了基于附加值构建模型下的品牌价值评估方法,为品牌价值评估提供了全新的视角。
[Abstract]:With the development of China's market economy, brand has become one of the most valuable assets of enterprises. For entrepreneurs, how to effectively create brands, accumulate brands, and enhance the comprehensive competitiveness of brands, Achieving higher added value is the biggest challenge. Through the comprehensive analysis of the domestic and foreign researches on added value, brand value and evaluation, it is found that there are some problems in the research: the separation of research elements between brand construction and brand value; The relationship between brand added value and brand value stays on the qualitative discussion and analysis, and the research on the connotation and evaluation of brand value neglects the analysis of the enterprise operation activity, and lacks the practical guiding significance to the brand construction of the enterprise. In view of the above problems, several aspects of the work are mainly done: first of all, the existing brand building theory, brand building methods summary analysis, research on the existing brand building related theory and brand value formation of the relationship between, This paper studies the relationship between the theoretical method of brand construction and enterprise marketing activities, finds the internal logic between brand construction and brand value, and solves the problem of separation between brand construction and brand value. Secondly, it analyzes the mechanism of brand value from the angle of added value, studies the formation of brand value and the method of brand construction, and discusses the relationship between each element and its important degree. Interval Analytic hierarchy process (IAHP) is used to analyze the influence of each factor on added value. The study of the origin of brand added value, its constituent elements, and its inherent logic with enterprise brand management activities have realized the inherent link between brand added value and brand marketing activities. Thirdly, through the analysis and study of the actual cases of enterprise brand construction, comparing the brand building process with the brand value evaluation results, the author designs a series of brand building methods and tools, and designs a series of brand building methods and tools. It provides an integrated system method for enterprise brand construction. Using system dynamics, this paper constructs the system model of independent brand operation ability of enterprises, analyzes the cooperation among R & D, production and marketing subsystems, and promotes the benign operation model of independent brand operation ability system. It is helpful for enterprises to think systematically and enhance brand added value. Fourthly, we design a brand building model based on brand added value. In one model, we demonstrate the relationship and interaction mechanism among enterprise brand construction, brand added value promotion and brand value formation. A brand value evaluation method based on added-value model is designed, which provides a new perspective for brand value evaluation.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F273.2;F274
，
本文编号：2149832
[Abstract]:With the development of China's market economy, brand has become one of the most valuable assets of enterprises. For entrepreneurs, how to effectively create brands, accumulate brands, and enhance the comprehensive competitiveness of brands, Achieving higher added value is the biggest challenge. Through the comprehensive analysis of the domestic and foreign researches on added value, brand value and evaluation, it is found that there are some problems in the research: the separation of research elements between brand construction and brand value; The relationship between brand added value and brand value stays on the qualitative discussion and analysis, and the research on the connotation and evaluation of brand value neglects the analysis of the enterprise operation activity, and lacks the practical guiding significance to the brand construction of the enterprise. In view of the above problems, several aspects of the work are mainly done: first of all, the existing brand building theory, brand building methods summary analysis, research on the existing brand building related theory and brand value formation of the relationship between, This paper studies the relationship between the theoretical method of brand construction and enterprise marketing activities, finds the internal logic between brand construction and brand value, and solves the problem of separation between brand construction and brand value. Secondly, it analyzes the mechanism of brand value from the angle of added value, studies the formation of brand value and the method of brand construction, and discusses the relationship between each element and its important degree. Interval Analytic hierarchy process (IAHP) is used to analyze the influence of each factor on added value. The study of the origin of brand added value, its constituent elements, and its inherent logic with enterprise brand management activities have realized the inherent link between brand added value and brand marketing activities. Thirdly, through the analysis and study of the actual cases of enterprise brand construction, comparing the brand building process with the brand value evaluation results, the author designs a series of brand building methods and tools, and designs a series of brand building methods and tools. It provides an integrated system method for enterprise brand construction. Using system dynamics, this paper constructs the system model of independent brand operation ability of enterprises, analyzes the cooperation among R & D, production and marketing subsystems, and promotes the benign operation model of independent brand operation ability system. It is helpful for enterprises to think systematically and enhance brand added value. Fourthly, we design a brand building model based on brand added value. In one model, we demonstrate the relationship and interaction mechanism among enterprise brand construction, brand added value promotion and brand value formation. A brand value evaluation method based on added-value model is designed, which provides a new perspective for brand value evaluation.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F273.2;F274
，
本文编号：2149832
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