國家電網(wǎng)公司品牌價值評估研究
發(fā)布時間：2018-08-03 20:29
【摘要】：當今社會,企業(yè)的生存和發(fā)展在某種程度上離不開市場競爭,由于經(jīng)濟全球化的發(fā)展態(tài)勢在各行各業(yè)不斷滲透,使企業(yè)越來越意識到品牌的重要性。優(yōu)秀的品牌不僅會在日益激烈的市場競爭中為企業(yè)帶來豐厚的收益,而且能夠代表國家的綜合實力。隨著在市場經(jīng)濟的快速發(fā)展,品牌作為企業(yè)無形資產(chǎn)的一部分,其作用深刻影響著企業(yè)的創(chuàng)新能力、發(fā)展態(tài)勢甚至關乎企業(yè)實現(xiàn)全球化進程的步伐。在2016年世界品牌實驗室發(fā)布的《中國500最具價值品牌》排名中,國家電網(wǎng)公司品牌價值排名第一,已經(jīng)連續(xù)10年保持增長態(tài)勢。這一突出成績不僅表明了國家電網(wǎng)公司在品牌管理中的突出成就,而且也是對公司管理水平和能力的高度認可。在我國電力體制改革的壓力下,國家電網(wǎng)公司依舊能夠在變化中求發(fā)展,充分顯示了公司對企業(yè)重要資源之一的“品牌”重視度極高。本文通過整理品牌及品牌價值相關理論作為研究基礎,結(jié)合中國企業(yè)品牌的現(xiàn)狀和國家電網(wǎng)公司品牌現(xiàn)狀,分析對國家電網(wǎng)公司品牌價值產(chǎn)生影響的品牌資產(chǎn),并對品牌塑造和管理提出建議。本文選擇Interbrand模型對國家電網(wǎng)公司品牌價值進行評估,對該評估法的品牌收益和品牌強度進行調(diào)整以適用于國家電網(wǎng)公司品牌價值的評估,同時構建品牌強度評價指標體系。本文所使用的評價品牌強度的方法是模糊綜合評價法,并對品牌價值評估中的重點指標進行分析以提高國家電網(wǎng)公司的品牌價值。本文的創(chuàng)新點主要體現(xiàn)在評價指標體系以及評價方法上。在評價指標體系中,本文不再根據(jù)原模型中的市場角度設置指標,而是綜合考慮了消費者、市場以及社會這三個方面;在評價方法上,本文不再只依靠專家的評價進行打分,而是將其與層次分析法結(jié)合,并利用模糊綜合評價法對品牌強度指標量化,有效地使品牌價值評估方法向更合理的方向發(fā)展。
[Abstract]:In today's society, the survival and development of enterprises can not be separated from market competition to a certain extent. Because of the continuous penetration of economic globalization in various industries, enterprises are becoming more and more aware of the importance of the brand. Excellent brands will not only bring rich profits to enterprises in the increasingly fierce market competition, but also represent the comprehensive strength of the country. With the rapid development of market economy, brand, as a part of intangible assets, has a profound impact on the innovation ability of enterprises, and even on the pace of enterprise globalization. In the 2016 World Brand Lab ranking of "China's 500 most valuable brands", State Grid Corporation ranked No. 1 in brand value and has maintained a growing trend for 10 years in a row. This outstanding achievement not only indicates the outstanding achievement of State Grid Company in brand management, but also highly recognizes the management level and ability of the company. Under the pressure of China's electric power system reform, the State Grid Company can still seek development in the change, which fully shows that the company attaches great importance to the "brand", one of the important resources of the enterprise. Based on the theories of brand and brand value, combined with the current situation of Chinese enterprise brand and the current situation of State Grid Company, this paper analyzes the brand assets that have an impact on the brand value of State Grid Company. Suggestions for brand building and management are also given. This paper selects Interbrand model to evaluate the brand value of State Grid Company, adjusts the brand income and brand strength of the evaluation method to apply to the evaluation of the brand value of State Grid Company, and constructs the evaluation index system of brand strength. In this paper, the method of evaluating brand strength is fuzzy comprehensive evaluation method, and the key index of brand value evaluation is analyzed to improve the brand value of State Grid Company. The innovation of this paper is mainly reflected in the evaluation index system and evaluation method. In the evaluation index system, this article no longer sets the index according to the market angle in the original model, but synthetically considers the consumer, the market and the society. Instead, it is combined with AHP, and the fuzzy comprehensive evaluation method is used to quantify the brand strength index, which effectively makes the brand value evaluation method develop in a more reasonable direction.
【學位授予單位】：華北電力大學(北京)
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.61
本文編號：2162914
[Abstract]:In today's society, the survival and development of enterprises can not be separated from market competition to a certain extent. Because of the continuous penetration of economic globalization in various industries, enterprises are becoming more and more aware of the importance of the brand. Excellent brands will not only bring rich profits to enterprises in the increasingly fierce market competition, but also represent the comprehensive strength of the country. With the rapid development of market economy, brand, as a part of intangible assets, has a profound impact on the innovation ability of enterprises, and even on the pace of enterprise globalization. In the 2016 World Brand Lab ranking of "China's 500 most valuable brands", State Grid Corporation ranked No. 1 in brand value and has maintained a growing trend for 10 years in a row. This outstanding achievement not only indicates the outstanding achievement of State Grid Company in brand management, but also highly recognizes the management level and ability of the company. Under the pressure of China's electric power system reform, the State Grid Company can still seek development in the change, which fully shows that the company attaches great importance to the "brand", one of the important resources of the enterprise. Based on the theories of brand and brand value, combined with the current situation of Chinese enterprise brand and the current situation of State Grid Company, this paper analyzes the brand assets that have an impact on the brand value of State Grid Company. Suggestions for brand building and management are also given. This paper selects Interbrand model to evaluate the brand value of State Grid Company, adjusts the brand income and brand strength of the evaluation method to apply to the evaluation of the brand value of State Grid Company, and constructs the evaluation index system of brand strength. In this paper, the method of evaluating brand strength is fuzzy comprehensive evaluation method, and the key index of brand value evaluation is analyzed to improve the brand value of State Grid Company. The innovation of this paper is mainly reflected in the evaluation index system and evaluation method. In the evaluation index system, this article no longer sets the index according to the market angle in the original model, but synthetically considers the consumer, the market and the society. Instead, it is combined with AHP, and the fuzzy comprehensive evaluation method is used to quantify the brand strength index, which effectively makes the brand value evaluation method develop in a more reasonable direction.
【學位授予單位】：華北電力大學(北京)
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.61
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