我国商业品牌资本化的理论与实践

发布时间：2018-09-19 13:06

【摘要】： 为更好地研究无形资产有形化,尤其是品牌资本化问题,解决无形品牌和有形资本的有效对接,使品牌找到客观公正的有形化的理论依据,以实现资本更好地为品牌发展服务,本文力图通过品牌及品牌资本化的理论和实践的研究,探索到一条行之有效的收益评估系统。通过研究品牌的定义、属性,以及品牌资本化的定义及特性,明确了品牌产品价值的构成是功用价值和品牌附加心理实现价值之和的结果。并对品牌附加值效用进行分级。品牌与资本对接的前提是品牌收益的有形量化,通过对品牌产品的溢价、溢量,品牌收益和品牌成本的关系,及其他相关特性进行研究,确定了一条更为便捷、相对准确的品牌估值计算体系——优势值Ac及类型权重的相关估值准则。以此为基础,针对品牌资本化的两种主要实践途径,品牌信贷和品牌投资,分别做出了不同的品牌收益计算方法。以品牌残值、衰减周期及衰减曲线理论为基础,基本可以确定品牌信贷的操作底线。针对品牌易主和不易主两种前提,对品牌投资价值进行了分别探讨,确定了以关联优势和品牌成本投资收益率为变量的基础投资计算模型。这一套品牌估值体系,是以支撑品牌优势的原因类型,这一市场型参数为基础延伸开来的。相比国内外的品牌估值体系而言,具有较好的操作准确性、更宽行业的适用性、更简单直观的便捷性。但这一体系是以市场营销的参数计算为基础,贴近实际,营销学参数的确定有客观法则可依,假借了营销学的既有方法,来解决品牌这一市场范畴的概念和资本这一金融范畴的概念间的连接问题,但数值调研可能相对耗时。然后,根据我国目前的现状,对品牌资本化的实现途径分三类进行阐述和分析,分别是计入股本、授权变现和信贷融资。并以各种案例加以证实和说明。最后,本文对目前和品牌资本化有关的现象、问题和解决对策进行了探讨,旨在发现品牌资本化在我国未来的发展趋势,发现亟需解决的问题。
[Abstract]:In order to better study the tangible property, especially the brand capitalization, solve the effective docking between intangible brand and tangible capital, make the brand find the theoretical basis of objective and fair tangible, in order to realize the capital to serve the brand development better. This paper tries to explore an effective income evaluation system by studying the theory and practice of brand capitalization. By studying the definition, attributes, and the definition and characteristics of brand capitalization, it is clear that the composition of brand product value is the result of the sum of functional value and brand added psychological value. And brand added-value utility is graded. The premise of the connection between brand and capital is the tangible quantification of brand income. By studying the relationship between brand premium, overflow, brand income and brand cost, and other related characteristics, a more convenient method is determined. Relatively accurate brand valuation calculation system-dominant value Ac and type weight of the relevant valuation criteria. Based on this, two main ways of brand capitalization, brand credit and brand investment, are used to calculate the brand income. Based on the theory of brand residual value, attenuation cycle and attenuation curve, the operating baseline of brand credit can be determined. Aiming at the premise of brand change and not easy to master, this paper discusses the value of brand investment, and determines the basic investment calculation model which takes the relative advantage and the return rate of brand cost and investment as variables. The brand valuation system is based on the type of reasons that support the brand advantage, which is based on the market parameter. Compared with the brand valuation system at home and abroad, it has better operation accuracy, wider applicability of the industry, simpler and more intuitive convenience. However, this system is based on the calculation of marketing parameters and is close to reality. There are objective rules for determining marketing parameters. To solve the problem of the connection between the concept of brand as a market category and the concept of capital as a financial category, but numerical research may be relatively time-consuming. Then, according to the current situation of our country, the realization of brand capitalization can be divided into three categories, including equity, authorized realization and credit financing. And with various cases to be confirmed and explained. Finally, this paper probes into the phenomena, problems and solutions related to brand capitalization in order to find out the developing trend of brand capitalization in our country in the future and to find out the problems that need to be solved.
【学位授予单位】：中央财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F721

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