本文選題：林業(yè)企業(yè) + 品牌��； 參考：《東北林業(yè)大學(xué)》2012年博士論文

【摘要】：隨著經(jīng)濟(jì)全球化和一體化的發(fā)展,產(chǎn)品同質(zhì)化現(xiàn)象日益明顯,消費(fèi)者在選擇產(chǎn)品時(shí)不再只考慮價(jià)格和產(chǎn)品質(zhì)量,更多的考慮到自身的消費(fèi)感覺,這就導(dǎo)致企業(yè)之間的競爭從最初的產(chǎn)品質(zhì)量競爭、產(chǎn)品價(jià)格競爭、產(chǎn)品服務(wù)競爭等產(chǎn)品層面的競爭發(fā)展成為品牌競爭與企業(yè)形象競爭。加上近些年國際上并購風(fēng)潮愈演愈烈,使得越來越多的企業(yè)開始關(guān)注品牌價(jià)值,關(guān)注品牌價(jià)值的評價(jià)的客觀性和準(zhǔn)確性,關(guān)注提高品牌的價(jià)值策略與方法。我國的林業(yè)企業(yè)同樣處于這樣的經(jīng)濟(jì)環(huán)境下,要面對來自國內(nèi)外林業(yè)企業(yè)的競爭與威脅,為了能夠在激烈的市場競爭中立于不敗之地,發(fā)現(xiàn)和創(chuàng)造難以被競爭對手模仿的核心競爭力,就要運(yùn)用先進(jìn)的管理思想和經(jīng)營手段,科學(xué)評價(jià)自己的品牌價(jià)值,并能夠根據(jù)品牌評價(jià)結(jié)果制定出切實(shí)可行的品牌策略。 本文依據(jù)價(jià)值構(gòu)成理論、品牌資產(chǎn)理論、無形資產(chǎn)理論和可持續(xù)發(fā)展理論,結(jié)合林業(yè)企業(yè)的特點(diǎn)和品牌價(jià)值的現(xiàn)狀,深入分析了林業(yè)企業(yè)的品牌價(jià)值構(gòu)成和品牌價(jià)值來源,構(gòu)建了包含經(jīng)濟(jì)價(jià)值、社會價(jià)值和生態(tài)價(jià)值的林業(yè)企業(yè)品牌價(jià)值評價(jià)體系與評價(jià)模型,運(yùn)用專家意見法和層次分析法確定出林業(yè)企業(yè)品牌價(jià)值評價(jià)模型的三級權(quán)重,提出了以政府與社會進(jìn)行約束與依據(jù)客觀的價(jià)值規(guī)律相結(jié)合的原則,來進(jìn)行品牌運(yùn)營決策的觀點(diǎn),解決了原有的品牌價(jià)值評價(jià)過于看重企業(yè)的經(jīng)濟(jì)價(jià)值而導(dǎo)致一些企業(yè)過度開采林木資源,為降低成本而忽視企業(yè)應(yīng)該承擔(dān)的社會責(zé)任和保護(hù)人類生態(tài)環(huán)境的義務(wù)等現(xiàn)實(shí)問題,并以吉林森工作為實(shí)證研究的對象,一方面驗(yàn)證了構(gòu)建的評價(jià)指標(biāo)體系與評價(jià)模型的可行性和可操作性,另一方面,為林業(yè)企業(yè)進(jìn)行提高品牌價(jià)值的決策提供理論支持和可行的建議。
[Abstract]:With the development of economic globalization and integration, the phenomenon of product homogeneity is becoming increasingly obvious. When consumers choose products, they no longer only consider price and product quality, but also consider their own consumer feelings. This leads to the competition between enterprises from the initial product quality competition, product price competition, product service competition and other product level competition to brand competition and enterprise image competition. In recent years, more and more enterprises begin to pay attention to brand value, the objectivity and accuracy of brand value evaluation, and the strategies and methods to improve brand value. China's forestry enterprises are also in such an economic environment, to face the competition and threats from domestic and foreign forestry enterprises, in order to be able to stand in an invincible position in the fierce market competition. In order to discover and create the core competitiveness which is difficult to be imitated by competitors, it is necessary to use advanced management ideas and management means to scientifically evaluate their own brand value and to formulate feasible brand strategies according to the results of brand evaluation. Based on the theory of value constitution, the theory of brand equity, the theory of intangible assets and the theory of sustainable development, combined with the characteristics of forestry enterprises and the present situation of brand value, this paper deeply analyzes the composition and origin of brand value of forestry enterprises. The evaluation system and evaluation model of forestry enterprise brand value including economic value, social value and ecological value are constructed, and the three-level weight of forest enterprise brand value evaluation model is determined by expert opinion method and analytic hierarchy process. This paper puts forward the principle of combining the government and the society with the objective law of value to make the brand operation decision. It solves the practical problems that the original brand value evaluation is too important to the economic value of the enterprise, which leads some enterprises to over-exploit the forest resources, ignore the social responsibility of the enterprise and the obligation of protecting the human ecological environment in order to reduce the cost. On the one hand, it verifies the feasibility and maneuverability of the evaluation index system and evaluation model, on the other hand, It provides theoretical support and feasible suggestions for forestry enterprises to make decisions to improve brand value.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F326.25

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