本文選題：老字號(hào)　切入點(diǎn)：品牌價(jià)值　出處：《東華大學(xué)》2013年碩士論文

【摘要】：21世紀(jì)是品牌經(jīng)濟(jì)的世紀(jì),而中國(guó)的現(xiàn)代品牌相對(duì)歐、美、日等發(fā)達(dá)地區(qū)和國(guó)家而言,仍處于落后的位置。中國(guó)有1000多家老字號(hào),其中歷史最長(zhǎng)的甚至有五六百年。但是這些品牌沒(méi)有一個(gè)成為世界名牌。中華老字號(hào)有著現(xiàn)代品牌無(wú)法跨越的優(yōu)勢(shì),但是由于基于社會(huì)性考慮的老字號(hào)價(jià)值和基于經(jīng)濟(jì)性考慮的老字號(hào)價(jià)值之間存在了巨大的差異,老字號(hào)的融資渠道受到了很大的限制,影響其進(jìn)一步發(fā)展。老字號(hào)有著不可替代的社會(huì)文化價(jià)值,因此本文提出應(yīng)該將老字號(hào)的社會(huì)文化價(jià)值轉(zhuǎn)化為市場(chǎng)價(jià)值,以提升老字號(hào)的整體融資能力和市場(chǎng)競(jìng)爭(zhēng)力。 首先,本文介紹了品牌、老字號(hào)及品牌價(jià)值評(píng)估研究的基本理論,界定了品牌、老字號(hào)及品牌價(jià)值的定義。通過(guò)對(duì)文獻(xiàn)進(jìn)行梳理,將已有的品牌價(jià)值評(píng)估方法分為傳統(tǒng)和現(xiàn)代典型的品牌價(jià)值評(píng)估法,并詳細(xì)介紹了四種品牌價(jià)值評(píng)估方法,分別是英特品公司的品牌價(jià)值評(píng)估法、艾克的品牌資產(chǎn)五星模型、北京名牌資產(chǎn)評(píng)估有限公司評(píng)估方法和忠誠(chéng)因子法。通過(guò)文獻(xiàn)研究,本文發(fā)現(xiàn)已有的品牌價(jià)值評(píng)估模型考慮的因素并不全面,沒(méi)有一個(gè)評(píng)估模型考慮到了品牌的歷史文化價(jià)值和社會(huì)價(jià)值,因此現(xiàn)有的評(píng)估法并不適用于老字號(hào)。 本文創(chuàng)新性地建立了針對(duì)老字號(hào)的品牌價(jià)值評(píng)估模型。本文以英特品評(píng)估法為基礎(chǔ),綜合艾克的品牌評(píng)估模型以及老字號(hào)的特征,加入了創(chuàng)新能力、社會(huì)認(rèn)可、社會(huì)價(jià)值及文化價(jià)值這四項(xiàng)新的指標(biāo),構(gòu)建了一個(gè)針對(duì)老字號(hào)的全方位的品牌價(jià)值評(píng)估模型。并引入層次分析法和模糊綜合評(píng)價(jià)法來(lái)確定品牌作用指數(shù)、各指標(biāo)權(quán)重及品牌強(qiáng)度得分。 然后,本文以茅臺(tái)為例,對(duì)其品牌價(jià)值進(jìn)行評(píng)估,以驗(yàn)證模型的科學(xué)性與有效性。結(jié)果顯示利用國(guó)際通用的英特品法評(píng)估茅臺(tái)的品牌價(jià)值時(shí),茅臺(tái)的品牌價(jià)值被低估。最后,根據(jù)本文的評(píng)估結(jié)果,為茅臺(tái)品牌今后的發(fā)展提出了相關(guān)建議。
[Abstract]:The 21st century is the century of brand economy, and China's modern brands are still in a backward position compared with developed regions and countries such as Europe, the United States, Japan, etc. China has more than 1000 old brands. Among them, the longest history is even five or six hundred years. But none of these brands has become a world famous brand. The old Chinese brands have the advantage that modern brands cannot transcend. However, due to the huge difference between the value of the old brand based on social considerations and the value of the old brand based on economic considerations, the financing channel of the old brand has been greatly restricted. The old brand has irreplaceable social and cultural value, so this paper puts forward that the social and cultural value of the old brand should be transformed into the market value in order to enhance the overall financing ability and market competitiveness of the old brand. First of all, this paper introduces the basic theory of brand, old brand and brand value evaluation, defines the definition of brand, old brand and brand value. The existing brand value evaluation methods are divided into traditional and modern typical brand value evaluation methods, and four brand value evaluation methods are introduced in detail, which are the brand value evaluation method of Internet Company and the five-star model of Ike's brand equity. The evaluation method and loyalty factor method of Beijing famous Brand Asset Appraisal Co., Ltd. Through the literature research, this paper finds that the factors considered in the existing brand value evaluation model are not comprehensive. No evaluation model takes into account the historical, cultural and social value of the brand, so the existing evaluation method does not apply to the old brand. This paper creatively establishes the brand value evaluation model for the old brand. Based on the English product evaluation method, this paper integrates Ike's brand evaluation model and the characteristics of the old brand, and adds the innovation ability, social recognition, Four new indexes, social value and cultural value, are constructed to evaluate the brand value of the old brand, and the analytic hierarchy process (AHP) and the fuzzy comprehensive evaluation method are introduced to determine the brand function index. Each index weight and brand strength score. Then, taking Maotai as an example, this paper evaluates its brand value to verify the scientific and validity of the model. The results show that the brand value of Moutai is underestimated when the international common international method of international products is used to evaluate the brand value of Moutai. According to the evaluation results of this paper, some suggestions are put forward for the future development of Maotai brand.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F273.2;F426.82

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