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论文编号：	9318
作者编号：	2120152459
上传时间：	2017/6/20 8:25:30
中文题目：	品牌价值评估指标体系研究及其应用
英文题目：	Research on Brand Value Evaluation Index System and its’ Application ——Taking GREE as An Example
指导老师：	李桂华
中文关键字：	品牌；品牌价值评估；指标体系；格力
英文关键字：	brand；brand value evaluation；indication system；GREE
中文摘要：	如今，技术日新月异，经济、文化也随之迅速发展，顾客不再满足于日趋同质化的产品与服务，开始追求个性化和差异化，这就对企业提出了更高层次的要求。企业在面对外部环境的剧烈变化后，必须开始思考如何满足顾客的需求，获取顾客的认可并最终赢得顾客的忠诚度，使得顾客成为企业具有终身价值的重要“资产”。企业对这些问题进行思考后认识到，创建企业品牌并实施品牌战略已经成为其必然选择。最初，品牌作为一种标识，使得顾客能够快速在同类产品或服务中识别目标产品或服务。现在，企业品牌的价值已远远超越作为“标识”的存在，成为了企业最有潜力的资产，尽管不能反映在企业的资产负债表中，但不可否认，品牌有巨大的价值。因此，品牌能够给企业带来巨大的利益，不论是企业界还是学术界，都对这一结论表示认可。进一步，企业目前在市场中的竞争力和未来发展的状况决定了企业发展潜力。尽管国外已经有包括Interbrand、金融世界等在内的多种知名品牌价值评估方法，但新兴国家的企业品牌在应用这些品牌价值评估方法时，出现了不适应的情况。故而本文梳理了现有的品牌价值评估方法，并试着建立适合中国企业的新方法，从而为企业的品牌管理实践提供更好的指导。 本文的文献综述部分介绍了关于品牌和品牌价值的基本研究理论，并对品牌和品牌价值做出了定义界定。整理了国内外使用广泛的几种品牌价值评估方法，采用对比分析对这些方法进行了评析。并根据各类评估方法的不同角度，将现有品牌价值评估方法分成两类：企业内部视角和企业外部视角。据此得出结论：品牌价值评估应着眼于评估指标的全面性。本文的品牌价值评估指标综合了企业内、外部视角，内部视角由品牌财务表现力和品牌发展潜力构成，外部视角由品牌品牌市场表现力和顾客支持力构成，依此框架构建了品牌价值评估指标体系。 通过理论研究的铺垫，本文开发了品牌顾客支持力、品牌发展潜力、品牌财务表现力和品牌市场表现力的指标体系，及品牌发展潜力和品牌顾客支持力的评估问卷。通过主客观结合的方法为三级指标分别计算权重并得出最终的品牌价值评估模型。并选取了品牌格力，应用本文的模型对其进行了品牌价值评估。
英文摘要：	With the rapid development of economy, culture and technology, customers also put forward higher requirements for enterprises. They are no longer satisfied with the homogeneous products and pursuing more personalized and differentiated products. How to meet the needs of customers, how to obtain customer recognition and how to obtain customer loyalty have become a key problem for businesses. Along with these problems, it is an inevitable choice for enterprises to create brand and implement brand strategy. The original function of the brand is as an indicator so that customers can identify differentiation of similar products and services. With the improvement of customer awareness of the brand and the degree of contact and loyalty, the brand of the enterprise has become a kind of potential resource and has value. In such a trend, the brand can bring huge benefits to the enterprise, reflects the potential of the development of enterprises, determines the long-term competitiveness of enterprises. Therefore, how to quantify the value of the brand has become an urgent problem to be solved. Although there have been a number of well-known brand value assessment methods, including Interbrand, however, when the enterprise brands in the emerging countries apply to brand value assessment methods, there is a situation of misfit. In this paper, on the basis of the systematic research on methods of brand value evaluation at home and abroad, we try to find a new method that suitable for Chinese enterprises. This paper firstly introduces the basic theory of brand and brand value and defines the connotation of brand and brand value. Secondly, this paper introduces and compares the representative brand value evaluation methods at home and abroad with the comparative analysis. In line with the difference of methods, they can be divided into two categories: internal and external perspectives. The brand value evaluation should focus on the comprehensiveness. We use a comprehensive evaluation method of brand value that consists of the internal and external perspective. Internal perspective is formed by financial performance and brand development potential and external perspective is formed by the customer support and brand market performance. Based on the above theoretical foundation, this paper established the development potential of the brand, customer support evaluation questionnaire and expert scoring table. Through the subjective and objective method to calculate the weight of each factor and get the final brand value evaluation model.
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