【摘要】：在經(jīng)濟體制改革的總指導(dǎo)下,品牌價值在“走出去”和“引進來”的戰(zhàn)略中隱藏于企業(yè)的擴張、兼并和投融資等活動內(nèi),特別是面對改革和市場競爭的發(fā)電企業(yè)來說具有重要作用。具體來說,發(fā)電企業(yè)只有品牌價值評估才能量化品牌資產(chǎn),才能清晰地認識到自身品牌價值的多少,才能重視企業(yè)品牌發(fā)展和制定提升品牌價值的可行方案,才能保證企業(yè)在世界經(jīng)濟舞臺上擁有核心競爭力。本文首先通過文獻分析法等對相關(guān)理論和背景意義進行概述,為后續(xù)研究提供理論依據(jù)。其次,通過比較分析法和綜合評價法等選出適合于我國發(fā)電企業(yè)品牌價值評估的Interbrand法,并結(jié)合發(fā)電行業(yè)實際狀況展開改良,以期符合評估目的。并通過案例分析和對比分析結(jié)果,驗證本文改進后的模型適用性。之后,為完善整個研究過程,本文以評估結(jié)果為對象,從定量和定性兩個角度分析影響品牌價值的因素。其中,定量分析主要借助SPSS 20工具進行相關(guān)性分析和回歸分析,確定各要素與品牌價值的相關(guān)性和影響程度。最后,本文以影響因素的分析結(jié)果為導(dǎo)向,得出發(fā)電企業(yè)提升品牌資產(chǎn)價值的建議,形成既研究品牌價值評估過程又研究品牌價值評估作用的較為完善的評估體系。本文的研究思路以構(gòu)建發(fā)電企業(yè)品牌價值評估模型為主線,以影響因素分析和對應(yīng)政策為輔助,以形成較為完整的品牌價值評估研究體系為目標,整個研究主要從三方面展開深入:第一,評估對象。本文的大背景是我國的電力體制改革,選擇了發(fā)電行業(yè)這一面臨諸多市場挑戰(zhàn)的行業(yè),以期能提出相關(guān)意見為我國發(fā)電企業(yè)的發(fā)展提供參考;同時,由于我國絕大多數(shù)企業(yè)的產(chǎn)品品牌財務(wù)數(shù)據(jù)很難從整個財務(wù)報告中剝離出來這一現(xiàn)狀,因此本文的研究對象選擇的是企業(yè)品牌,而不僅僅是產(chǎn)品品牌。第二,評估指標的確定。本文采用層次分析法和更加客觀、易量化的指標確定模型中的七因素,為最終得出較為客觀準確的結(jié)果做準備。第三,評估作用。在對評估模型改進和應(yīng)用后,本文以評估結(jié)果為對象分析了品牌價值的影響因素并提出相應(yīng)的提升建議,證明了品牌價值評估的作用,使得品牌價值評估更加完整。
[Abstract]:Under the general guidance of the economic system reform, the brand value is hidden in the expansion, merger, investment and financing activities of the enterprise in the strategy of "going out" and "introducing". Especially in the face of reform and market competition, power generation enterprises play an important role. Specifically, only by evaluating the brand value can the power generation enterprises quantify the brand equity, clearly realize the amount of their own brand value, and attach importance to the brand development of the enterprise and formulate a feasible scheme to enhance the brand value. In order to ensure that enterprises have the core competitiveness on the world economic stage. Firstly, this paper summarizes the relevant theories and background significance through literature analysis, which provides a theoretical basis for follow-up research. Secondly, through comparative analysis method and comprehensive evaluation method, the Interbrand method suitable for brand value evaluation of power generation enterprises in China is selected, and the improvement is carried out according to the actual situation of power generation industry, in order to meet the purpose of evaluation. The applicability of the improved model is verified by case analysis and comparative analysis. After that, in order to perfect the whole research process, this paper takes the evaluation results as the object, and analyzes the factors that affect the brand value from both quantitative and qualitative angles. Among them, the quantitative analysis mainly uses SPSS 20 tool to carry on the correlation analysis and the regression analysis, determines the correlation and the influence degree between each element and the brand value. Finally, based on the analysis results of influencing factors, this paper draws some suggestions for power generation enterprises to improve the value of brand equity, and forms a more perfect evaluation system, which not only studies the process of brand value evaluation, but also studies the role of brand value evaluation. The research idea of this paper is to construct the brand value evaluation model of power generation enterprises as the main line, to assist by the analysis of influencing factors and the corresponding policies, and to form a more complete brand value evaluation research system as the goal. The whole research is mainly carried out from three aspects: first, the evaluation object. The background of this paper is the reform of China's power system. The power generation industry, which is facing many market challenges, is selected in order to provide reference for the development of power generation enterprises in China. At the same time, because the financial data of the product brand of most enterprises in our country are difficult to separate from the whole financial report, the research object of this paper is the enterprise brand, not just the product brand. Second, the determination of evaluation indicators. In this paper, analytic hierarchy process (AHP) and more objective and quantitative indexes are used to determine the seven factors in the model, in order to prepare for the final objective and accurate results. Third, the role of evaluation. After the improvement and application of the evaluation model, this paper analyzes the influencing factors of brand value with the evaluation results as the object, and puts forward the corresponding promotion suggestions, which proves the function of brand value evaluation and makes the brand value evaluation more complete.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2;F426.61

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