【摘要】： 品牌作為企業(yè)一項重要的無形資產(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。品牌價值對一家企業(yè)盈利能力的影響作用越來越大,同時品牌價值在諸如企業(yè)并購、投融資等經(jīng)濟活動中也越來越顯示其重要性。本文的寫作目的是找到品牌價值和企業(yè)盈利能力兩者之間的相關(guān)性,并嘗試在實際投資中加以應(yīng)用。本文從基本理論入手,介紹品牌價值的來源與內(nèi)涵,分析品牌價值如何影響企業(yè)盈利能力的原理。試圖通過實證研究和實踐應(yīng)用兩部分分別解答和探討課題來源中提出的兩個疑問。疑問一,“品牌價值與公司盈利能力的相關(guān)性如何?”和疑問二,“如果說品牌價值與公司盈利能力真的具有較強的相關(guān)性,那它對我們的投資實踐是否能有一定幫助呢?” 本文始終圍繞著解答上面兩個疑問來寫。通過第三章(實證研究部分)和第四章(實踐應(yīng)用部分)來連貫并詳細的論證了品牌價值與公司盈利能力的相關(guān)性及此相關(guān)性在實際投資實踐中運用的有效性。在論證的過程中實際也同時回答了這兩個疑問。第三章實證研究部分解答了第一個疑問,從而來證明品牌價值與公司盈利能力的相關(guān)性,并解釋品牌價值是如何對公司盈利能力產(chǎn)生作用的。通過對樣本數(shù)據(jù)的面板處理分析,得到的結(jié)論是,品牌價值與公司盈利能力之間存在顯著的正向的相關(guān)性。第四章的實踐應(yīng)用部分解答了第二個疑問,從而在第三章已經(jīng)證明品牌價值與公司盈利能力相關(guān)性的基礎(chǔ)上,進一步深入探討這種相關(guān)性對投資實踐是否有幫助。主要是“品牌收益”和“品牌倍率”概念的提出和應(yīng)用,并在實際案例應(yīng)用中(可口可樂收購匯源的案例)體現(xiàn)出較好的效果。
[Abstract]:As an important intangible asset, brand reflects the development potential of enterprises and determines their long-term competitiveness. Brand value has more and more influence on the profitability of an enterprise, and brand value is more and more important in economic activities such as M & A, investment and financing. The purpose of this paper is to find out the correlation between brand value and profitability, and try to apply it to the actual investment. Starting with the basic theory, this paper introduces the origin and connotation of brand value, and analyzes the principle of how brand value affects the profitability of enterprises. This paper attempts to answer and discuss the two questions raised in the two parts of empirical research and practical application. Question one, "what is the correlation between the brand value and the profitability of the company?" And the second question, "if brand value and the profitability of the company really has a strong correlation, then it can be helpful to our investment practice?" This article has always been written around answering the above two questions. Chapter 3 (empirical research) and chapter 4 (practical application) are used to prove the correlation between brand value and corporate profitability and the effectiveness of this correlation in practical investment practice. In the process of argumentation, the two questions are answered at the same time. The third chapter answers the first question to prove the correlation between the brand value and the profitability of the company and explain how the brand value affects the profitability of the company. Through the panel analysis of the sample data, the conclusion is that there is a significant positive correlation between brand value and the profitability of the company. The application of the fourth chapter answers the second question, so the third chapter has proved that brand value and profitability of the company on the basis of further in-depth exploration of the relevance of this kind of correlation to investment practice. It mainly puts forward and applies the concepts of "brand income" and "brand rate", and shows a better effect in the actual case application (the case of Coca-Cola 's acquisition of Huiyuan).
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;F275;F224

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