本文選題：營(yíng)銷能力 + 品牌價(jià)值��； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：經(jīng)濟(jì)全球化的到來(lái),加劇了市場(chǎng)環(huán)境的競(jìng)爭(zhēng)程度。營(yíng)銷能力作為企業(yè)核心能力之一,反映了企業(yè)在市場(chǎng)競(jìng)爭(zhēng)中的生存能力,其重要性對(duì)企業(yè)的發(fā)展和壯大不言而喻。目前學(xué)術(shù)界很多學(xué)者從不同方面研究了營(yíng)銷能力對(duì)企業(yè)價(jià)值產(chǎn)生的積極影響。但經(jīng)過(guò)對(duì)現(xiàn)有文獻(xiàn)的整理匯總可以發(fā)現(xiàn):品牌價(jià)值在營(yíng)銷能力與企業(yè)價(jià)值關(guān)系中的作用并未受到重視,原因是學(xué)者們往往認(rèn)為營(yíng)銷能力的直觀作用即為產(chǎn)品銷售和利潤(rùn)水平的提高,從而造成對(duì)營(yíng)銷能力、品牌價(jià)值和企業(yè)價(jià)值三者關(guān)系的研究較為薄弱。此外,從國(guó)內(nèi)外各大品牌機(jī)構(gòu)公布的品牌價(jià)值排名可以看出:國(guó)有企業(yè)品牌建設(shè)水平遠(yuǎn)遠(yuǎn)高于非國(guó)有企業(yè)。本文以此為切入點(diǎn),在研究品牌價(jià)值對(duì)營(yíng)銷能力和企業(yè)價(jià)值關(guān)系的中介作用的同時(shí),探究國(guó)有企業(yè)和非國(guó)有企業(yè)在品牌建設(shè)中的差異,為我國(guó)企業(yè)發(fā)展與品牌壯大提供指導(dǎo)建議。本文采用實(shí)證研究方法,利用世界品牌實(shí)驗(yàn)室公布的歷年《中國(guó)500最具價(jià)值品牌》榜單數(shù)據(jù)以及國(guó)泰安和RESSET銳思數(shù)據(jù)庫(kù)中的企業(yè)財(cái)務(wù)數(shù)據(jù),形成共174家企業(yè)10年間的非平衡面板樣本。通過(guò)投入——產(chǎn)出原則利用數(shù)據(jù)包絡(luò)(DEA)方法計(jì)算出樣本企業(yè)的營(yíng)銷能力;構(gòu)建多元線性回歸模型,使用stata軟件進(jìn)行數(shù)據(jù)統(tǒng)計(jì)分析。結(jié)果發(fā)現(xiàn):營(yíng)銷能力不僅會(huì)對(duì)企業(yè)價(jià)值和品牌價(jià)值產(chǎn)生正向影響,且品牌價(jià)值在二者關(guān)系中起到了部分中介作用。這表明企業(yè)在發(fā)展壯大過(guò)程中,品牌起到了重要的推動(dòng)作用,管理層必須要充分認(rèn)識(shí)到企業(yè)營(yíng)銷能力提升的重要性。研究結(jié)果還表明:相對(duì)于非國(guó)有企業(yè),國(guó)有企業(yè)營(yíng)銷能力對(duì)品牌價(jià)值的正向作用更強(qiáng)。對(duì)此,國(guó)家可以在宏觀層面制定相關(guān)政策以指導(dǎo)非國(guó)有企業(yè),尤其是民營(yíng)企業(yè)品牌建設(shè),如成立專項(xiàng)民營(yíng)企業(yè)品牌建設(shè)扶持項(xiàng)目;微觀層面,企業(yè)自身需努力提高營(yíng)銷等核心能力來(lái)實(shí)現(xiàn)品牌和企業(yè)整體價(jià)值的提升。
[Abstract]:The arrival of economic globalization, intensified the competition degree of market environment. As one of the core competence of the enterprise, the marketing ability reflects the survival ability of the enterprise in the market competition, and its importance is self-evident to the development and growth of the enterprise. At present, many scholars in academic circles have studied the positive influence of marketing ability on enterprise value from different aspects. However, by summarizing the existing literature, we can find that the role of brand value in the relationship between marketing ability and enterprise value has not been paid attention to. The reason is that scholars often think that the intuitive role of marketing ability is the improvement of product sales and profit level, which leads to weak research on the relationship among marketing ability, brand value and enterprise value. In addition, it can be seen from the ranking of brand value published by major domestic and foreign brands that the level of brand construction of state-owned enterprises is much higher than that of non-state-owned enterprises. This paper takes this as the breakthrough point, while studying the intermediary function of brand value to marketing ability and enterprise value, and probes into the difference between state-owned enterprise and non-state-owned enterprise in brand construction. To provide guidance for the development of Chinese enterprises and brand growth. In this paper, the empirical research method is used to make use of the list of "China's 500 most valuable brands" published by the World Brand Laboratory and the financial data of the companies in Cathay and RESSET database. Formed a total of 174 enterprises over the 10-year non-balanced panel sample. Through the input-output principle, the marketing ability of the sample enterprises is calculated by using the data envelopment method, and the multivariate linear regression model is constructed, and the data statistical analysis is carried out by using stata software. The results show that the marketing ability not only has a positive impact on the enterprise value and brand value, but also plays a part of intermediary role in the relationship between the two. This indicates that the brand plays an important role in the process of development and expansion of enterprises, and the management must fully realize the importance of enhancing the marketing ability of enterprises. The results also show that the marketing ability of SOEs has a stronger positive effect on brand value than that of non-state-owned enterprises. In this regard, the state can formulate relevant policies at the macro level to guide the brand building of non-state-owned enterprises, especially private enterprises, such as the establishment of special private enterprise brand building support projects; micro-level, Enterprises themselves need to improve their core competence, such as marketing, to achieve brand and corporate value.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F275

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