發(fā)布時間：2018-05-28 21:32

  本文選題：品牌價值 + 品牌價值評估��； 參考：《北京郵電大學(xué)》2008年碩士論文

【摘要】： 品牌作為企業(yè)重要的無形資產(chǎn),己經(jīng)并且將持續(xù)為企業(yè)創(chuàng)造價值,這說明品牌的價值確實存在,從上個世紀(jì)80年代起,國內(nèi)外學(xué)者對品牌的內(nèi)涵、品牌價值的評估進行了廣泛研究,各界對品牌價值的構(gòu)成至今沒有一個統(tǒng)一的定義,品牌價值所涉及到的不僅是品牌作為無形資產(chǎn)所帶來的收益,更重要的是品牌為市場、為消費者所帶來的無法用財務(wù)指標(biāo)衡量的價值,因此品牌價值的評估是一項極其復(fù)雜的工作。 本文的主要內(nèi)容就是圍繞著電信品牌價值構(gòu)成以及電信品牌的形象塑造來展開的。主要分為三個部分,第一部分是對論文中涉及的相關(guān)理論進行研究,包括對品牌價值相關(guān)理論以及電信品牌的研究;第二部分在理論研究的基礎(chǔ)上,建立電信品牌價值評價模型,試圖尋找評價電信品牌價值更為全面、科學(xué)的方法體系;第三部分是實證分析,以“動感地帶”為例進行模型的驗證,以證實其有效性,并通過實證結(jié)果分析動感地帶品牌價值塑造的成功經(jīng)驗和存在的問題,結(jié)合國內(nèi)電信品牌現(xiàn)狀,試圖為電信品牌的塑造和價值提升提供有價值的建議。
[Abstract]:As an important intangible asset of an enterprise, brand has been and will continue to create value for the enterprise, which shows that the value of brand does exist. Since the 1980s, the connotation of brand has been put forward by domestic and foreign scholars. The evaluation of brand value has been widely studied. There is no uniform definition of brand value. Brand value involves not only the income brought by brand as intangible assets, but also brand as market. The value that can not be measured by financial indicators for consumers, so the evaluation of brand value is an extremely complex task. The main content of this paper revolves around the telecom brand value constitution and the telecommunication brand image mold. Mainly divided into three parts, the first part is related to the theory of research, including the brand value of the relevant theory and telecommunications brand research; the second part of the theoretical research on the basis, Establish the telecom brand value evaluation model, try to find a more comprehensive and scientific evaluation method system of telecom brand value. The third part is empirical analysis, "dynamic zone" as an example to verify the model to verify its effectiveness. And through the empirical results to analyze the successful experience and problems of brand value shaping in the dynamic zone, combined with the current situation of domestic telecom brand, this paper tries to provide valuable suggestions for the establishment and value promotion of telecom brand.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F626;F224

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 余留洋;電信服務(wù)品牌資產(chǎn)驅(qū)動因素研究[D];北京郵電大學(xué);2011年

2 孫晶;大學(xué)變革中的組織慣性問題研究[D];浙江工業(yè)大學(xué);2012年

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本文編號：1948266