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论文编号：	11894
作者编号：	2120182953
上传时间：	2020/6/23 21:56:50
中文题目：	中国特色品牌评估体系及其应用研究
英文题目：	Brand evaluation system and comment method with Chinese characteristics
指导老师：	李桂华
中文关键字：	中国特色；品牌发展水平评估；七要素；电子产品；品牌建设
英文关键字：	evaluation of brand development level; Chinese characteristics; seven elements; brand building and manage
中文摘要：	随着不断深入改革开放的步伐，我国已成为世界第二大经济体，经济已由高速增长阶段专项高质量发展的阶段，这意味着新生代消费者对品质化生活需求更加强烈，更加追求具有潮流风范，高品质的品牌，同时也意味着不同品牌之间的竞争更加激烈。这样的市场现状给中国本土的企业提出了更高的要求，也促使它们更加迫切的利用品牌这一具有溢价能力的无形资产来为企业带来更加长远，可持续性的收益。其中不少品牌利用国人对国货老品牌的固有情怀，巧妙的借助最新的营销手法，赢得了年轻消费者的亲睐，成为品质与时尚兼具的“网红商品”，也掀起了一阵“国潮”趋势。 但任何一个品牌单纯依靠“情怀消费”，注定无法长久，并且还有绝大多数的中国企业普遍存在品牌意识缺失的现象，面临质量不佳，创新不足等质疑，在与国外品牌的竞争中处于劣势。因此，依据中国品牌现状，深度挖掘本土品牌的发展潜力以及影响其成长的“病症”，并对其进行准确的量化评估，建立一套完善、系统的符合中国国情的指标体系已成为一种现实需要和客观需求。 基于上述背景，本文总结梳理了国内外的关于品牌评估的著名理论，分析内部视角法、外部视角法、综合视角法的各种理论模型的优劣和适用范围，深入分析中国品牌建设与发展中存在的主要问题，提出了以“七要素”为理论基础的品牌发展评估体系和测算模型，且用该模型对比研究了分属两个行业的四个品牌，以期建立一套科学的具有中国特色的评价方法，为中国品牌的崛起和健康可持续发展提供新思路和新方法。
英文摘要：	With the continuous deepening of the pace of reform and opening up, China has become the world's second largest economy, and the economy has developed from a high-speed growth stage to a special high-quality development stage, which means that the new generation of consumers has a stronger demand for a life with high quality and trendy style which means that competition between different brands is more intense. This market situation has put forward higher requirements for Chinese domestic companies, and has also urged them to more urgently use the intangible asset with premium capabilities to bring more long-term and sustainable benefits to the company. Many of these brands have used the Chinese people ’s inherent sentiment for old domestic brands and cleverly used the latest marketing techniques to win the favor of young consumers. However, any brand relying solely on "consumption of feelings" is doomed to last for a long time, and there is still a lack of brand awareness among most Chinese companies. Facing questions such as poor quality and insufficient innovation, they are at a disadvantage with the competition of foreign brands. Therefore, according to the current status of Chinese brands, it is a reality to deeply explore the development potential of local brands and the "disorders" that affect their growth, and to accurately and quantitatively evaluate them, and to establish a complete and systematic indicator system that meets China's national conditions. Based on the above background, this article summarizes the well-known theories of brand development level evaluation at home and abroad, analyzes the pros and cons of various theoretical models of the internal perspective method, external perspective method, and comprehensive perspective method, and analyzes the scope and application of in-depth analysis of Chinese brand construction and development. This research deeply analyzes the main problems existing in the construction and development of Chinese brands, and on this basis, it proposes a brand development evaluation system and measurement model based on the "seven elements" as the theoretical basis, and then select four brands from two industries for comparative research. The purpose of this is to establish a scientific evaluation method with Chinese characteristics and provide new ideas and methods for the rise of Chinese brands and healthy and sustainable development.
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