基于Interbrand评估法的老字号品牌价值评估研究

发布时间：2018-05-29 05:22

本文选题：Interbrand评估法 + 品牌强度　；参考：《西安建筑科技大学》2017年硕士论文

【摘要】：激烈的市场竞争格局促使品牌所扮演的角色越来越重要,品牌成为企业核心竞争力为企业带来超额利润,同时品牌是国家软实力与综合国力的象征。老字号作为一种特殊品牌,承载着我国优秀传统文化,具有广泛群众基础和巨大品牌价值,拥有现代品牌无法超越的优势,然而,受多方面因素影响,老字号发展并不乐观。为挽救老字号发展颓势,国家提出“振兴老字号工程”,“品牌建设”、“一带一路”等战略部署为老字号发展提供了新契机,在此背景下,推进老字号品牌价值评估研究对老字号提升品牌价值及国家发展品牌经济具有重大意义。通过相关文献梳理及品牌价值评估方法比较评析,本文以Interbrand评估法为基础构建老字号品牌价值评估模型。同时,对老字号品牌价值评估现状进行分析并指出其问题,针对评估中存在的品牌价值影响因素不全面和未考虑老字号发展缺陷的问题,对老字号品牌价值影响因素进行分析,确定影响品牌价值的四方面因素,并指出相关因素下老字号发展的突出问题,为模型中指标体系设计提供依据。在此基础上,以Interbrand评估法为基本模型,针对其不足,从品牌作用指数、品牌强度指标体系、品牌强度量化三方面进行改进,构建出针对于老字号的品牌价值评估模型。新模型运用层次分析法将品牌收益从无形资产收益中剥离,品牌强度指标体系全面涵盖市场、消费者、企业财务与社会文化四方面因素并融入反映老字号相关因素下发展缺陷的指标,运用灰色综合评估法量化品牌强度。新模型降低主观性增强针对性,全面衡量老字号品牌价值,对老字号品牌管理及价值提升具有重要参考意义。最后以泸州老窖企业品牌作为评估对象验证了模型的科学合理性,并对泸州老窖品牌发展过程中的问题及该模型应用提出建议。
[Abstract]:The fierce market competition pattern urges the brand to play a more and more important role, the brand becomes the enterprise core competition ability to bring the super profit for the enterprise, simultaneously the brand is the national soft power and the comprehensive national strength symbol. As a special brand, the old brand bears the outstanding traditional culture of our country, has the extensive masses foundation and the huge brand value, has the superiority which the modern brand cannot surpass. However, influenced by many factors, the old brand development is not optimistic. In order to save the decadence of the old brand development, the government puts forward the strategy of "revitalizing the old brand project", "brand building", "Belt and Road" and so on, which provides a new opportunity for the development of the old brand. Under this background, It is of great significance for old brand to promote brand value and to develop brand economy. By combing the relevant literature and comparing the methods of brand value evaluation, this paper constructs a brand value evaluation model of old brands based on Interbrand evaluation method. At the same time, the current situation of brand value evaluation of old brands is analyzed and its problems are pointed out. Aiming at the problems of incomplete factors of brand value and lack of consideration of the defects of old brand development, this paper analyzes the influencing factors of brand value of old brands. Four factors affecting brand value are determined, and the outstanding problems of the old brand development under the related factors are pointed out, which provides the basis for the design of the index system in the model. On this basis, taking the Interbrand evaluation method as the basic model, aiming at its deficiency, this paper improves the brand function index, the brand strength index system and the brand strength quantification, and constructs the brand value evaluation model for the old brand. The new model uses the analytic hierarchy process to separate the brand income from the intangible asset income, and the brand strength index system covers the market and consumers. The four factors of enterprise finance and social culture and the indexes reflecting the development defects under the related factors of the old brands were incorporated, and the grey comprehensive evaluation method was used to quantify the brand strength. The new model reduces subjectivity and strengthens pertinence, and comprehensively measures the brand value of old brand, which has important reference significance for brand management and value promotion of old brand. Finally, the scientific rationality of the model is verified with Luzhou Laojiao enterprise brand as the evaluation object, and the problems in the development of Luzhou Laojiao brand and the application of the model are suggested.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

【参考文献】