本文選題：品牌資產(chǎn) + 資產(chǎn)測度　； 參考：《東北財(cái)經(jīng)大學(xué)》2009年博士論文

【摘要】： 20世紀(jì)80年代以來,隨著市場經(jīng)濟(jì)的快速發(fā)展,世界掀起了品牌收購、兼并的狂潮,品牌資產(chǎn)已經(jīng)成為企業(yè)競爭力的主要來源,是決定企業(yè)持續(xù)發(fā)展的決定性因素。于是,關(guān)于品牌資產(chǎn)的研究日益引起營銷管理人員和學(xué)者的廣泛關(guān)注,并引發(fā)了有關(guān)品牌資產(chǎn)的涵義、測度及運(yùn)行機(jī)制等多方面的系統(tǒng)研究。 進(jìn)入20世紀(jì)90年代,隨著我國市場競爭和企業(yè)國際化進(jìn)程地加劇,企業(yè)資產(chǎn)重組、兼并、融資等一系列經(jīng)濟(jì)活動頻繁發(fā)生,品牌意識開始逐漸影響我國經(jīng)濟(jì)。但由于品牌意識在我國產(chǎn)生時(shí)間短,品牌管理的專業(yè)化水平不夠完善,對品牌資產(chǎn)系統(tǒng)的認(rèn)識和全面的了解還比較缺乏。所以深入挖掘品牌資產(chǎn)構(gòu)成、測度及其影響因素的企業(yè)少之又少,這必將嚴(yán)重阻礙我國企業(yè)的健康穩(wěn)步發(fā)展。那么,如何在借鑒西方先進(jìn)理論的基礎(chǔ)上,結(jié)合我國市場實(shí)際情況,運(yùn)用相關(guān)理論解決我國企業(yè)所面臨的品牌資產(chǎn)問題,已成為我國企業(yè)在發(fā)展過程中必須面對的一個重要課題。品牌資產(chǎn)作為一種無形資產(chǎn),反映了企業(yè)發(fā)展的潛力,決定了企業(yè)的長期競爭力,并體現(xiàn)出消費(fèi)者對品牌的忠誠,如何量化品牌資產(chǎn),具有十分重要的現(xiàn)實(shí)意義。本文關(guān)于品牌資產(chǎn)模型與測度方法的研究將對企業(yè)把握自身品牌的優(yōu)劣勢,提升品牌資產(chǎn)的價(jià)值,在競爭中取勝有著極其重要的理論指導(dǎo)作用及應(yīng)用價(jià)值。 本文在吸收和借鑒了國內(nèi)外學(xué)者研究成果的基礎(chǔ)上,運(yùn)用比較分析、問卷調(diào)查、數(shù)學(xué)方法、實(shí)證研究、系統(tǒng)分析等方法進(jìn)行品牌資產(chǎn)模型與測度方法的研究。本文首先介紹了品牌及品牌資產(chǎn)的基本理論,界定了品牌及品牌資產(chǎn)的內(nèi)涵。其次根據(jù)消費(fèi)者心理的品牌知識,采用深度訪談的方式,勾畫了中國消費(fèi)者的品牌知識圖像,并建構(gòu)了一個我國基于消費(fèi)者的品牌資產(chǎn)模型。再次運(yùn)用實(shí)證分析的方法對模型進(jìn)行假設(shè)檢驗(yàn),進(jìn)而提煉出品牌資產(chǎn)的維度。最后在介紹和評析國內(nèi)外比較有代表性的品牌資產(chǎn)測度方法的基礎(chǔ)上,構(gòu)建了本文的綜合企業(yè)和消費(fèi)者兩大因素的品牌資產(chǎn)綜合測度法,并運(yùn)用該方法進(jìn)行實(shí)證研究。 本論文共分8章,各章主要內(nèi)容如下： 第1章導(dǎo)論,介紹論文研究的背景、目的和意義,提出論文的研究方法、思路和內(nèi)容。 第2章是品牌及品牌資產(chǎn)理論述評。在綜合分析國內(nèi)外學(xué)者關(guān)于品牌學(xué)說的基礎(chǔ)上,提出本文品牌的含義。通過品牌資產(chǎn)的文獻(xiàn)的研究,發(fā)現(xiàn)品牌資產(chǎn)作為企業(yè)的一種重要經(jīng)營資源,其概念的提出有助于把握品牌的內(nèi)涵,有助于體現(xiàn)和量化品牌資產(chǎn)的價(jià)值,并提出了本文品牌資產(chǎn)的涵義,方便了規(guī)范研究,從而找到本文可以切入的角度。 第3章是品牌資產(chǎn)模型評析。本章對國外學(xué)者的凱勒模型、艾克模型、貝爾模型、趨勢模型、金字塔模型以及國內(nèi)學(xué)者所建立的一些著名的,具有典型意義的品牌資產(chǎn)模型進(jìn)行研究和剖析,汲取其中精髓,,為建立新的品牌資產(chǎn)模型進(jìn)行理論上的指導(dǎo)。 第4章是基于消費(fèi)者的品牌資產(chǎn)模型構(gòu)建。本章首先采用深度訪談的方式,通過與消費(fèi)者面對面的交流,勾畫出中國消費(fèi)者的品牌知識圖像。其次在借鑒國外學(xué)者Aaker、Keller、Yoo和Donthu等人研究模型的基礎(chǔ)上,并結(jié)合深度訪談得出的結(jié)果提出基于消費(fèi)者的品牌資產(chǎn)模型,并針對模型提出相關(guān)的假設(shè)。再次進(jìn)行實(shí)證設(shè)計(jì),主要包括行業(yè)選擇、樣本選擇、測量量表開發(fā)、問卷的設(shè)計(jì)等方面。最后在對調(diào)查問卷所搜集到的數(shù)據(jù)進(jìn)行分析的基礎(chǔ)上,運(yùn)用描述性分析法、信度分析、相關(guān)分析、方差分析等方法,采用SPSS14.0的統(tǒng)計(jì)工具,對前述假設(shè)及模型進(jìn)行實(shí)證檢驗(yàn),并得到證實(shí)。從而構(gòu)建出我國基于消費(fèi)者的品牌資產(chǎn)模型。 第5章是品牌資產(chǎn)測度理論與方法評析。首先介紹品牌資產(chǎn)測度的基本理論。然后分別對基于財(cái)務(wù)要素的測度方法、基于市場要素的測度方法、基于消費(fèi)者的測度方法進(jìn)行評析。最后通過研究得出品牌資產(chǎn)測度方法應(yīng)該綜合企業(yè)和消費(fèi)者兩大因素的結(jié)論,為下一章探討品牌資產(chǎn)綜合測度法奠定了深厚的基礎(chǔ)。 第6章是品牌資產(chǎn)綜合測度法構(gòu)建。本章在對現(xiàn)有方法研究的基礎(chǔ)上,嘗試探討品牌資產(chǎn)測度新方法,即對英特品牌法加以改進(jìn),賦予了品牌作用指數(shù)和品牌強(qiáng)度新的涵義,增加了消費(fèi)者品牌作用指數(shù)、消費(fèi)者的品牌強(qiáng)度的概念,這樣,品牌作用指數(shù)由消費(fèi)者的品牌作用指數(shù)和企業(yè)的品牌作用指數(shù)構(gòu)成,品牌強(qiáng)度由企業(yè)的品牌強(qiáng)度和消費(fèi)者的品牌強(qiáng)度組成。并運(yùn)用了重要性排序的方法及層次分析法來計(jì)算相應(yīng)的指標(biāo)權(quán)重,同時(shí)引入了模糊數(shù)學(xué)方法,對多影響因素的評價(jià)對象進(jìn)行綜合評判,從而增強(qiáng)測度的合理性。 第7章是實(shí)證研究。本章結(jié)合啤酒行業(yè)的“青啤”品牌就綜合測度法的應(yīng)用進(jìn)行研究。 第8章是結(jié)論。文章對全文的研究進(jìn)行了總結(jié),得出主要結(jié)論及本文的創(chuàng)新點(diǎn),同時(shí)提出了研究存在的局限性和進(jìn)一步研究的方向。 本文在對品牌資產(chǎn)的測度研究過程中,得到的主要結(jié)論如下： 1.品牌資產(chǎn)是一種無形資產(chǎn),它體現(xiàn)企業(yè)的整體形象,是給企業(yè)帶來未來的穩(wěn)定的超額收益。品牌作為無形資產(chǎn)的價(jià)值,它一方面取決于企業(yè)對品牌所作的所有努力,另一方面也取決于消費(fèi)者對品牌的心理認(rèn)知,是企業(yè)和消費(fèi)者共同作用的結(jié)果。 2.基于消費(fèi)者的品牌資產(chǎn)來源于消費(fèi)者心理的品牌知識,消費(fèi)者品牌知識又受市場環(huán)境的影響�；谙M(fèi)者的品牌資產(chǎn)模型由品牌知名度、品牌聯(lián)想、感知質(zhì)量、感知價(jià)值、品牌忠誠度五個維度構(gòu)成。此研究成果為品牌資產(chǎn)測度方法的建立奠定了理論基礎(chǔ),同時(shí)為研究消費(fèi)者的品牌強(qiáng)度提供了指標(biāo)。 3.品牌資產(chǎn)綜合測度法的構(gòu)建應(yīng)綜合考慮企業(yè)和消費(fèi)者兩大因素。本文對英特品牌法進(jìn)行改進(jìn),增加了消費(fèi)者的因素。從而使測度方法更科學(xué)、更全面地反映品牌資產(chǎn)的來源。 4.品牌作用指數(shù)由消費(fèi)者的品牌作用指數(shù)和企業(yè)的品牌作用指數(shù)構(gòu)成。兩者的影響因素要根據(jù)具體研究的品牌來定。在確定品牌作用指數(shù)時(shí),可以運(yùn)用重要性排序法和層次分析法,這樣避免了品牌作用指數(shù)過于主觀性。同時(shí)采用了模糊數(shù)學(xué)方法,對多影響因素的評價(jià)對象進(jìn)行綜合評判,從而增強(qiáng)測度的合理性。這一方法在實(shí)施過程中較為簡單,在實(shí)踐中具有一定的可操作性。 5.品牌強(qiáng)度由消費(fèi)者的品牌強(qiáng)度和企業(yè)的品牌強(qiáng)度構(gòu)成。消費(fèi)者的品牌強(qiáng)度從消費(fèi)者的角度來衡量品牌強(qiáng)度,它由品牌知名度、感知質(zhì)量、品牌聯(lián)想、感知價(jià)值、品牌忠誠度五維度組成。企業(yè)的品牌強(qiáng)度從企業(yè)或市場角度來衡量品牌強(qiáng)度,它是從領(lǐng)導(dǎo)力、穩(wěn)定力、市場力、國際力、趨勢力、支持力、保護(hù)力七個指標(biāo)進(jìn)行描述。 6.由于條件所限,本文只對青啤的品牌資產(chǎn)價(jià)值進(jìn)行了測度。測度的目的不在于得到一個或幾個數(shù)據(jù),因?yàn)榉椒ǖ目茖W(xué)性并不能通過幾個數(shù)據(jù)來體現(xiàn),而需要市場來檢驗(yàn)。 本文的研究不僅對品牌資產(chǎn)測度實(shí)踐具有一定指導(dǎo)意義,在理論上也具有一定的創(chuàng)新,期望為我國品牌資產(chǎn)測度體系的標(biāo)準(zhǔn)化提供一定的參考。本文的創(chuàng)新點(diǎn)如下： 1.在對國內(nèi)外學(xué)者關(guān)于品牌及品牌資產(chǎn)涵義進(jìn)行探討的基礎(chǔ)上,提出了本文品牌及品牌資產(chǎn)的涵義 國內(nèi)外學(xué)者由于他們研究的角度不同,對品牌及品牌資產(chǎn)的理解也不一樣。本文通過對品牌及品牌資產(chǎn)各種涵義的深刻剖析,提出了品牌及品牌資產(chǎn)的涵義,從而找出本文可以切入的角度,為后面的品牌資產(chǎn)模型與測度方法的研究奠定了深厚的基礎(chǔ)。 2.勾畫出我國消費(fèi)者的品牌知識“圖像”,并構(gòu)建基于消費(fèi)者的品牌資產(chǎn)模型 本文采用深度訪談的方式,通過與消費(fèi)者面對面的交流,勾畫出我國消費(fèi)者的品牌知識“圖像”。在借鑒國外學(xué)者研究品牌資產(chǎn)模型的基礎(chǔ)上,并結(jié)合深度訪談得出的結(jié)果提出基于消費(fèi)者的品牌資產(chǎn)模型,模型由五個維度構(gòu)成,并針對模型提出相關(guān)的假設(shè)。通過實(shí)證設(shè)計(jì),并對調(diào)查問卷所搜集到的數(shù)據(jù)進(jìn)行分析的基礎(chǔ)上,運(yùn)用描述性分析法、信度分析、相關(guān)分析、方差分析等方法,對假設(shè)及模型進(jìn)行實(shí)證檢驗(yàn),并得到證實(shí)。 3.構(gòu)建了品牌資產(chǎn)綜合測度法 在總結(jié)及借鑒現(xiàn)有的品牌資產(chǎn)測度方法的基礎(chǔ)上,對英特品牌法加以改進(jìn),賦予了品牌作用指數(shù)和品牌強(qiáng)度新的涵義。創(chuàng)新性地將消費(fèi)者因素引入到品牌資產(chǎn)的測度之中,增加了消費(fèi)者品牌作用指數(shù)、消費(fèi)者的品牌強(qiáng)度的概念,從而構(gòu)建了品牌資產(chǎn)綜合測度法。 4.重要排序法與模糊數(shù)學(xué)法的運(yùn)用 目前測度品牌資產(chǎn)主要是利用調(diào)查法、統(tǒng)計(jì)處理方法和層次分析法,本文在利用現(xiàn)有方法的基礎(chǔ)上,創(chuàng)新性地利用重要排序法確定了消費(fèi)者的品牌作用指數(shù),利用模糊數(shù)學(xué)方法對影響因素的評價(jià)對象進(jìn)行綜合評判。
[Abstract]:Since the 1980s, with the rapid development of the market economy, the world set off the brand acquisition, the tide of merger, the brand assets have become the main source of the competitiveness of the enterprises and the decisive factor that determines the sustainable development of the enterprises. A systematic study of the meaning, measurement and operation mechanism of brand equity has been made.
In 1990s, as China's market competition and the process of enterprise internationalization intensified, a series of economic activities such as enterprise assets reorganization, merger, financing and other economic activities frequently occurred. Brand awareness began to affect our country's economy. However, because of the short time of brand awareness in our country, the professional level of brand management is not perfect, and the brand assets are not perfect. The understanding and comprehensive understanding of the system are still scarce. Therefore, there are few enterprises to dig into the composition of brand assets, measure and influence factors, which will seriously hamper the healthy and steady development of Chinese enterprises. Then, how to use relevant theories to solve me on the basis of the advanced western theories and the actual situation of our market. The problem of brand assets faced by Chinese enterprises has become an important subject in the development process of Chinese enterprises. As an intangible asset, brand assets reflect the potential of the development of the enterprise, determine the long-term competitiveness of the enterprise, and reflect the loyalty of consumers to the brand and how to quantify the brand assets. The research on the brand asset model and measurement method will have a very important theoretical guiding role and application value for the enterprise to grasp the advantages and disadvantages of its own brand, to improve the value of the brand asset and to win in the competition.
On the basis of absorbing and drawing on the research results of domestic and foreign scholars, this paper uses comparative analysis, questionnaire survey, mathematical method, empirical research, systematic analysis and other methods to study the brand asset model and measure method. This paper first introduces the basic theory of brand and brand assets, defines the connotation of brand and brand assets. Secondly, it defines the connotation of brand and brand assets. According to the brand knowledge of consumer psychology, the brand knowledge image of Chinese consumers is outlined by means of deep interview, and a brand equity model based on consumer is constructed in China. The model is tested by the method of empirical analysis, and then the dimension of brand assets is extracted. Finally, it is introduced and evaluated in the country. On the basis of the representative method of measuring brand assets, this paper constructs the comprehensive measure method of brand assets of the two factors of the comprehensive enterprise and the consumer, and uses this method to carry on the empirical study.
This paper is divided into 8 chapters, the main contents of each chapter are as follows:
The first chapter, introduction, introduces the background, purpose and significance of the research, and puts forward the research methods, ideas and contents of the paper.
The second chapter is a review of brand and brand equity theory. On the basis of comprehensive analysis of domestic and foreign scholars on brand theory, the meaning of the brand is put forward. Through the study of the literature of brand assets, it is found that brand assets are an important business resource of the enterprise. The concept is helpful to grasp the connotation of the brand, and help to reflect and measure the quantity of the brand. The value of brand equity is put forward, and the meaning of brand equity in this article is put forward, so as to facilitate normative research and find the angle that can be cut into this article.
The third chapter is the evaluation of the brand asset model. This chapter studies and analyzes some famous and typical brand asset models established by the Keller model of foreign scholars, AIKE model, Baer model, trend model, Pyramid model and the typical brand asset model established by domestic scholars, and draws the essence of the model for the establishment of a new brand asset model. Guidance.
The fourth chapter is based on the model of brand equity based on consumer. This chapter first uses deep interview to sketch out the brand knowledge image of Chinese consumers through the face-to-face communication with consumers. Secondly, it is based on the model of foreign scholars Aaker, Keller, Yoo and Donthu. The model of brand equity based on consumer is given, and the related assumptions are put forward. The empirical design is carried out again, including industry selection, sample selection, measurement scale development and questionnaire design. Finally, on the basis of data collected from the questionnaire, descriptive analysis, reliability analysis, and correlation are used. Analysis, analysis of variance and other methods, using the statistical tools of SPSS14.0, the foregoing assumptions and models are tested and verified, and the model of brand equity based on consumers is built in China.
The fifth chapter is the theory and method of brand equity measurement. First, the basic theory of brand asset measurement is introduced. Then, the measurement method based on the financial factors, the measurement method based on the market factors and the measure method based on the consumer are evaluated. Finally, the method of measuring the product brand assets should be integrated to the enterprise and consumption. The conclusion of the two factors lays a solid foundation for the comprehensive measurement of brand equity in the next chapter.
The sixth chapter is the construction of the comprehensive measure of brand assets. On the basis of the research on the existing methods, this chapter tries to explore a new method of brand asset measurement, that is, to improve the brand law of the British special brand, giving the new meaning of brand action index and brand strength, increasing the consumer brand function index, the concept of consumer brand strength, and so on. The role index of the brand is composed of the brand action index of the consumer and the brand action index of the enterprise. The brand strength is composed of the brand strength of the enterprise and the brand strength of the consumer. The weight of the corresponding index is calculated by the method of importance sorting and the analytic hierarchy process (AHP). At the same time, the fuzzy mathematics method is introduced to evaluate the multiple factors. The comprehensive evaluation of price objects will enhance the rationality of measurement.
The seventh chapter is empirical research. This chapter combines the beer industry's "Qingdao beer" brand to study the application of the comprehensive measure method.
The eighth chapter is the conclusion. The article summarizes the research of the full text, draws the main conclusions and the innovation point of this paper, and puts forward the limitations of the research and the direction of further research.
In the process of measuring brand equity, the main conclusions are as follows:
1. brand asset is an intangible asset. It embodies the overall image of the enterprise and brings the future stable excess income to the enterprise. As the value of the intangible asset, the brand depends on all the efforts made by the enterprise on the brand, on the other hand, it also depends on the psychological cognition of the consumer on the brand, and is the common role of the enterprise and the consumer. The result.
2. brand equity based on consumer is derived from brand knowledge of consumer psychology, and consumer brand knowledge is influenced by market environment. Brand equity based on consumer is constructed by brand awareness, brand association, perceived quality, perceived value and brand loyalty. The research results are the construction of brand asset measurement methods. It laid a theoretical foundation and provided an index for studying the brand strength of consumers.
The construction of the comprehensive measure of 3. brand assets should take into account the two factors of the enterprise and the consumer. This paper improves the brand law of the British special brand and increases the factors of consumers, thus making the measurement method more scientific and more comprehensive to reflect the source of brand assets.
The 4. brand action index is composed of the brand action index of the consumer and the brand action index of the enterprise. The influencing factors of the two are based on the brand of specific research. In determining the brand action index, the importance ranking method and the analytic hierarchy process can be used to avoid the subjectivity of the brand action index. At the same time, the fuzziness is used. The mathematical method is a comprehensive evaluation of the evaluation objects of multiple factors, which can enhance the rationality of the measure. This method is relatively simple in the implementation process and has some maneuverability in practice.
5. brand strength consists of brand strength of consumers and brand strength of enterprises. Brand strength of consumers measure brand strength from the perspective of consumers. It consists of five dimensions of brand awareness, perceived quality, brand association, perceived value and brand loyalty. The brand strength of the enterprise is measured by the enterprise or market angle. It is described from seven indicators: leadership, stability, market power, international power, momentum, support and protection.
6. because of the limit of the condition, this article only measures the value of the brand equity of the beer. The purpose of the measure is not to get one or more data, because the scientificity of the method can not be reflected by several data, but needs the market to test it.
This study not only has certain guiding significance to the measurement practice of brand assets, but also has some innovation in theory. It is expected to provide some reference for the standardization of China's brand asset measurement system. The innovation points of this paper are as follows:
1. on the basis of discussing the meaning of brand and brand equity, the meaning of brand and brand equity is put forward.
Scholars at home and abroad have different understanding of brand and brand assets because of their different perspectives. Through deep analysis of various meanings of brand and brand assets, this paper puts forward the meaning of brand and brand assets, so as to find out the angle that can be cut in, and lay the foundation for the research of the model and measure method of the back face brand asset. A deep foundation.
2. delineate the image of Chinese consumers' brand knowledge, and build a brand equity model based on consumers.
In this paper, the brand knowledge "image" of Chinese consumers is sketched through the way of in-depth interview with consumers. On the basis of learning the model of brand assets from foreign scholars, and combining with the results of in-depth interviews, the model of brand equity based on consumers is proposed. The model is composed of five dimensions and is aimed at Based on the empirical design and the analysis of the data collected by the questionnaire, descriptive analysis, reliability analysis, correlation analysis and variance analysis are used to verify the hypothesis and model.
3. build a comprehensive measure of brand equity
On the basis of summarizing and drawing on the existing method of measuring the brand assets, the author improves the brand law of the brand and gives the new meaning of brand action index and brand strength. A comprehensive measure of brand assets was built.
4. important sorting methods and the application of fuzzy mathematics
At present, the main measure of brand assets is to use the method of investigation, statistical processing and analytic hierarchy process. On the basis of the existing methods, this paper uses the important sorting method to determine the brand function index of the consumer innovatively, and uses the fuzzy mathematical method to synthetically judge the evaluation objects of the influencing factors.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2009
【分類號】：F273.2

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本文編號：1920916