企业品牌资产测评方法及应用研究
发布时间：2019-02-09 07:15
【摘要】： 品牌被称为企业最具发展潜力和最具价值的资产之一。由于融资、兼并、合资等一系列活动的需要,使有关品牌价值量化的研究受到理论与实际工作者的广泛关注。随着我国市场经济体制改革的不断深入,品牌资产价值在诸如企业兼并、投融资等经济活动中越来越显示其重要性。品牌作为企业一项重要的无形资产,反映了企业发展的潜力,决定了企业的长期竞争力,如何合理量化品牌的价值,成为急待解决的一个课题。品牌价值内涵和构成的复杂性及近似抽象性,导致评估方法多元化和测评结果差异化。现有方法都有其各自的缺陷,方法中的主观性和不确定性问题是导致品牌测评实践不够规范的主要原因。本文在系统研究国内外现有的方法的基础上,尝试探寻品牌资产测评的新方法,以期可以为企业的品牌测评实践予以借鉴。 本文首先介绍了品牌、品牌资产及品牌资产价值研究的基本理论,界定了品牌及品牌资产的内涵。然后采用对比分析的方法,分两部分对国内外比较有代表性的品牌价值评估方法进行介绍和评析,并重点研究了现代典型评估方法,得出如下结论:品牌资产价值测评必须要保持全面性,应综合市场和消费者两大因素构建品牌价值测评模型。接下来,在现有方法研究的基础上,尝试探讨品牌资产价值测评新方法,新方法对英特品法进行了一定的改进,由市场强度和消费者强度共同构成品牌强度,市场强度由英特品法的品牌强度七因素进行描述,消费者强度由品牌认知、品牌态度、品牌行为进行描述,并运用模糊综合评价法对评价体系进行量化。
[Abstract]:Brand is regarded as one of the most potential and valuable assets in an enterprise. Due to the need of a series of activities such as financing, merger and joint venture, the research on the quantification of brand value has received extensive attention from both theoretical and practical workers. With the deepening of the reform of the market economy system in China, the value of brand equity has become more and more important in the economic activities such as enterprise merger, investment and financing. As an important intangible asset, brand reflects the potential of enterprise development, determines the long-term competitiveness of enterprises, and how to rationally quantify the value of the brand has become an urgent problem to be solved. The complexity and approximate abstraction of the connotation and composition of brand value lead to the diversity of evaluation methods and the difference of evaluation results. The existing methods have their own defects, the subjectivity and uncertainty in the methods are the main reasons leading to the practice of brand evaluation is not standardized. On the basis of systematic research on the existing methods at home and abroad, this paper tries to explore a new method of brand equity evaluation, which can be used for reference in the practice of brand evaluation in enterprises. This paper first introduces the basic theory of brand, brand equity and brand equity value, and defines the connotation of brand and brand equity. Then using the method of comparative analysis, divided into two parts to introduce and evaluate the representative brand value evaluation methods at home and abroad, and focus on the study of modern typical evaluation methods. The conclusions are as follows: the evaluation of brand equity value must be comprehensive, and the brand value evaluation model should be constructed by synthesizing the market and consumers. Then, on the basis of the existing methods, we try to explore a new method of brand equity value evaluation. The new method improves the Internet method to some extent, which is composed of market strength and consumer strength. The market strength is described by the seven factors of brand strength, and the consumer strength is described by brand cognition, brand attitude and brand behavior. The fuzzy comprehensive evaluation method is used to quantify the evaluation system.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2418832
[Abstract]:Brand is regarded as one of the most potential and valuable assets in an enterprise. Due to the need of a series of activities such as financing, merger and joint venture, the research on the quantification of brand value has received extensive attention from both theoretical and practical workers. With the deepening of the reform of the market economy system in China, the value of brand equity has become more and more important in the economic activities such as enterprise merger, investment and financing. As an important intangible asset, brand reflects the potential of enterprise development, determines the long-term competitiveness of enterprises, and how to rationally quantify the value of the brand has become an urgent problem to be solved. The complexity and approximate abstraction of the connotation and composition of brand value lead to the diversity of evaluation methods and the difference of evaluation results. The existing methods have their own defects, the subjectivity and uncertainty in the methods are the main reasons leading to the practice of brand evaluation is not standardized. On the basis of systematic research on the existing methods at home and abroad, this paper tries to explore a new method of brand equity evaluation, which can be used for reference in the practice of brand evaluation in enterprises. This paper first introduces the basic theory of brand, brand equity and brand equity value, and defines the connotation of brand and brand equity. Then using the method of comparative analysis, divided into two parts to introduce and evaluate the representative brand value evaluation methods at home and abroad, and focus on the study of modern typical evaluation methods. The conclusions are as follows: the evaluation of brand equity value must be comprehensive, and the brand value evaluation model should be constructed by synthesizing the market and consumers. Then, on the basis of the existing methods, we try to explore a new method of brand equity value evaluation. The new method improves the Internet method to some extent, which is composed of market strength and consumer strength. The market strength is described by the seven factors of brand strength, and the consumer strength is described by brand cognition, brand attitude and brand behavior. The fuzzy comprehensive evaluation method is used to quantify the evaluation system.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前2条
1 王亚晖;企业品牌价值评估研究及其应用[D];北京工商大学;2010年
2 任静思;基于企业社会责任的品牌资产评估的影响因素研究[D];西安工程大学;2012年
，本文编号：2418832
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