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论文编号：	9366
作者编号：	2120152460
上传时间：	2017/6/20 20:06:30
中文题目：	基于消费者视角的品牌价值评估指标体系建立及其应用的研究
英文题目：	Research on Establishment and Application of Brand Value Evaluation Index System Based on Consumers’ Perspective
指导老师：	李桂华
中文关键字：	品牌价值；品牌价值评估；消费者视角；指标体系
英文关键字：	brand value; brand value evaluation; consumers’ perspective; index system
中文摘要：	近年来，随着市场竞争愈演愈烈，产品更新换代速度呈现增长趋势，产品也愈加趋向同质化。品牌是一种形成于市场的无形资产，长期来看，能为企业带来可持续的经济收益和差异化的竞争优势。而作为品牌研究中最重要和最核心的部分，品牌价值的高低既可以表明企业的产品和服务在多大程度上受到公众认可，又能够在一定程度上反映出企业管理人员的经营绩效及企业的市场表现。因此，品牌价值评估也是时下资产评估领域的大热话题，使得许多机构和研究人员纷纷加入到品牌价值评估活动之中。因此，深入探究品牌价值的内涵及其影响因素，并对其进行相对准确的量化评估已经成为研究现状提出的现实需要和客观需要。 目前绝大多数现有的研究方法与模型都是立足于财务或市场视角，从企业的市场业绩表现数据或财务报表中寻找品牌价值评估的依据。但是品牌价值在市场营销中发挥作用，是向消费者传递知识和信息并对其购买欲望、消费观念施加影响的一个过程，分析这一过程产生的机理有助于更加恰当地把握品牌价值的概念，也是建立品牌价值评估指标体系的一个理想途径。立足消费者视角的品牌价值是一个可以将企业的过往成绩和未来发展前景串联起来的概念，反映企业以往营销业绩的同时又能在一定程度上预示品牌在未来的获利能力，因此品牌价值的评估不应忽视这一基础。 基于上述背景，本研究主要基于消费者视角对品牌价值加以评估，通过阅读和梳理关于品牌价值的文献资料，在对比分析现有评估模型方法的优劣势的基础上，建立品牌价值指标体系和数学测算模型，并选取了来自两个行业的六个品牌进行品牌价值测算及对比分析，探究消费者因素在品牌价值评估研究中的重要意义，以期为品牌价值评估研究领域提供新思路和新方法。
英文摘要：	In these years, the market competition is becoming more intense, and the product replacement speed is faster and the phenomenon of product homogeneity is more obvious. Brand, as an intangible asset, formed in the market, brings irreplaceable advantages and long-term economic benefits for enterprises. Brand value is the most important part of brand management research field. Whether a brand value is high or low not only means the degree of public recognition of the products and services of a company, but also reflects the performance of managers and the market performance to a certain extent. Therefore, the brand value evaluation has become a hot topic in the field of brand management and asset evaluation, and makes many institutions and researchers see the huge market it contains and participate in the assessment processes. At present, the further exploration of the connotation, the influencing factors and the relative accurate quantitative evaluation of brand value has become a realistic and objective need. Most existing research methods and models are based on the financial or market perspective, and find the basis for brand value assessment according to the company's market performance data or financial statements. But the role of brand value in marketing is to pass knowledge and information to consumers, affect their desire to buy and the consumption concept. The analysis of the mechanisms generated by this process is conducive to a more appropriate grasp of the concept of brand value, and an ideal way to the design and selection of brand value evaluation. The brand value based on the consumer perspective is a concept of connecting past and future, not only reflects the accumulation of past marketing, but also indicates the brand's future profitability, so the brand value assessment should not be divorced from this foundation. In terms of the above background and the relevant literature about brand valuation, this dissertation is based on the consumer perspective and make comparative analysis of the existing assessment models including their advantages and disadvantages in order to establish a new brand value evaluation model, and select six brands from two industries to assess their values and make comparative analysis, and explore the the significance of consumer factors in the brand value assessment study, which can provide new ideas and methods to the brand value assessment and related researches.
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