發(fā)布時間：2018-03-07 05:30

  本文選題：品牌價值　切入點：品牌價值鏈　出處：《浙江大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 房地產(chǎn)業(yè)對我國國民經(jīng)濟的發(fā)展起著重要的推動作用,而隨著房地產(chǎn)行業(yè)的逐步規(guī)范,品牌的作用開始凸顯。對房地產(chǎn)企業(yè)品牌價值進行評價,能夠幫助房地產(chǎn)企業(yè)更好的建設(shè)自身品牌,并引導(dǎo)房地產(chǎn)行業(yè)健康發(fā)展,因此具有很重要的現(xiàn)實意義。 本文在文獻閱讀的基礎(chǔ)上,首先仔細梳理了品牌價值理論研究成果,清晰的界定了品牌價值的定義,為品牌價值評價奠定理論基礎(chǔ)。之后,通過整理國內(nèi)外各種品牌價值評價方法,將現(xiàn)有的品牌價值評價方法分為基于市場角度和基于消費者角度的評價方法兩大類,并仔細對比兩大類評價方法的優(yōu)缺點,最后以Keller品牌價值鏈模型為基礎(chǔ),參考Interbrand品牌價值評價方法,將基于市場角度的品牌價值評價方法與基于消費者角度的品牌價值評價方法相結(jié)合,設(shè)計了適用于我國房地產(chǎn)行業(yè)的品牌價值評價方法。 本方法采用收益乘數(shù)法思想,先確定當(dāng)期品牌為企業(yè)創(chuàng)造超額收益的能力,用品牌收益表示;然后通過品牌強度來衡量品牌獲益能力的持續(xù)性,用品牌乘數(shù)來表示;最后將當(dāng)期品牌收益與品牌乘數(shù)相乘,得到品牌價值。計算公式為:V=P×S(其中P=N×Q)。其中:V為品牌價值;P為當(dāng)期品牌帶來的超額收益,代表現(xiàn)有品牌為企業(yè)創(chuàng)造超額收益的能力;S為品牌乘數(shù),代表當(dāng)期品牌獲利能力的持續(xù)性,由品牌強度得分值確定;N為企業(yè)當(dāng)期凈利潤,Q為品牌在當(dāng)期利潤中的貢獻率。 本方法主要有兩大優(yōu)點:一是用項目溢價收益比代替品牌作用力指數(shù),排除經(jīng)驗成分,具有更強的可信性和對比性;二是對品牌強度測量條款進行較大改進,突出消費者對品牌的感知。因為依據(jù)品牌價值鏈模型,消費者是品牌價值的最主要決定力量,離開對消費者感知的評價,品牌價值的評價將缺失其指導(dǎo)意義。 在品牌強度測量條款確定過程中,本文根據(jù)文獻閱讀和訪談,提出包含七個維度的品牌強度測量量表。對樣本分別進行探索性因子分析和驗證性因子分析后,得到房地產(chǎn)企業(yè)品牌強度的七個測量因子,將它們分別命名為感知產(chǎn)品質(zhì)量、感知服務(wù)質(zhì)量、品牌信任、品牌個性、感知價值、企業(yè)組織聯(lián)想、品牌知名度。統(tǒng)計數(shù)據(jù)顯示該測量量表具有很好的效度和信度。然后選取消費者價格靈活性以及口碑推薦意愿作為因變量,以品牌強度七個維度為自變量進行回歸分析,檢驗測量量表的預(yù)測力,結(jié)果顯示測量量表對消費者行為意向具有較好的預(yù)測力。 本文最后結(jié)合對G房產(chǎn)公司品牌價值評估的實證研究,驗證了本論文開發(fā)的房地產(chǎn)企業(yè)品牌價值評價方法的可操作性。
[Abstract]:The real estate industry plays an important role in promoting the development of the national economy of our country. With the gradual standardization of the real estate industry, the role of the brand becomes prominent. It can help the real estate enterprises to build their own brands and guide the healthy development of the real estate industry, so it has a very important practical significance. On the basis of literature reading, this paper first carefully combs the research results of brand value theory, defines the definition of brand value clearly, and lays a theoretical foundation for brand value evaluation. By sorting out all kinds of brand value evaluation methods at home and abroad, the existing brand value evaluation methods are divided into two categories, which are based on market angle and based on consumer angle, and the advantages and disadvantages of the two kinds of evaluation methods are compared carefully. Finally, based on the Keller brand value chain model and referring to the Interbrand brand value evaluation method, the paper combines the brand value evaluation method based on the market angle with the brand value evaluation method based on the consumer perspective. Design the brand value evaluation method suitable for the real estate industry of our country. The method uses the method of income multiplier to determine the ability of the current brand to create excess income for the enterprise, which is expressed by the brand income, and then measures the sustainability of the brand benefit ability through the brand strength, which is expressed by the brand multiplier. Finally, by multiplying the current brand income with the brand multiplier, the brand value is obtained. On behalf of the existing brand's ability to create excess income for the enterprise, S is the brand multiplier, and represents the persistence of the current brand's profitability. According to the score of brand strength, it is determined that N is the current net profit of the enterprise and Q is the contribution rate of the brand in the current profit. The method has two main advantages: one is to replace the brand force index with the project premium income ratio, and the other is to improve the terms of brand strength measurement by removing the empirical elements and having stronger credibility and contrast. According to the brand value chain model, consumers are the most important determinant of brand value. Without the evaluation of consumer perception, the evaluation of brand value will lack its guiding significance. In the process of determining the terms of brand strength measurement, according to the literature reading and interview, this paper puts forward a brand strength measurement scale which includes seven dimensions. The sample is analyzed by exploratory factor analysis and confirmatory factor analysis, respectively. The seven measuring factors of brand strength of real estate enterprises are named as perceived product quality, perceived service quality, brand trust, brand personality, perceived value, enterprise organization association. Brand awareness. Statistical data showed that the measurement scale had good validity and reliability. Then, consumer price flexibility and the willingness of word-of-mouth recommendation were selected as dependent variables, and the seven dimensions of brand strength were used as independent variables for regression analysis. The results of testing the predictive power of the measurement scale showed that the measurement scale had a good predictive power on consumer behavior intention. Finally, combining with the empirical research on the brand value evaluation of G real estate company, this paper verifies the operability of the brand value evaluation method developed in this paper.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2;F293.3

【引證文獻】

相關(guān)期刊論文 前1條

1 張金鑫;;優(yōu)化的品牌價值評估簡易模型[J];陜西科技大學(xué)學(xué)報(自然科學(xué)版);2010年04期

相關(guān)碩士學(xué)位論文 前5條

1 金艷梅;基于財務(wù)指標(biāo)的企業(yè)品牌價值研究[D];蘭州大學(xué);2011年

2 姜新超;我國房地產(chǎn)企業(yè)品牌價值評估方法研究[D];鄭州大學(xué);2011年

3 王寧;基于價值鏈理論的我國自主汽車品牌構(gòu)建研究[D];武漢理工大學(xué);2010年

4 劉婧;商業(yè)銀行品牌價值評估方法和模型研究[D];吉林大學(xué);2012年

5 萬敏;房地產(chǎn)企業(yè)品牌價值評估研究[D];蘇州大學(xué);2012年

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本文編號：1578148