本文選題：品牌資產(chǎn)　切入點(diǎn)：市場要素　出處：《湖南大學(xué)》2013年碩士論文

【摘要】：在經(jīng)濟(jì)全球化的大環(huán)境下，現(xiàn)在的市場競爭已經(jīng)發(fā)展為“品牌資產(chǎn)核心優(yōu)勢的競爭”，沒有品牌資產(chǎn)的競爭是無力的競爭，沒有品牌資產(chǎn)支撐的商品是脆弱的商品，沒有品牌資產(chǎn)根基的市場可以說根本就不是“已占領(lǐng)的市場”。因此，企業(yè)家和投資者都認(rèn)識到“品牌資產(chǎn)”才是企業(yè)最珍貴的資產(chǎn)。品牌資產(chǎn)的價(jià)值評估是經(jīng)濟(jì)全球化的必然產(chǎn)物，從而，，品牌資產(chǎn)評估的研究具有重要意義。本文以格力品牌資產(chǎn)為評估對象，對其品牌資產(chǎn)價(jià)值評估進(jìn)行研究。 本文主體分為四個(gè)部分。首先闡述了研究的背景，回顧國內(nèi)外現(xiàn)有的關(guān)于品牌資產(chǎn)概念、品牌價(jià)值評估方法及其在相關(guān)領(lǐng)域應(yīng)用的研究。本文在三大概念模型的基礎(chǔ)上對品牌資產(chǎn)評估方法進(jìn)行了總結(jié)分析，對品牌資產(chǎn)評估方法進(jìn)行了系統(tǒng)歸類。其次對比品牌資產(chǎn)三大概念模型特點(diǎn)和適用對象，結(jié)合格力品牌資產(chǎn)背景分析和現(xiàn)狀研究，選擇了市場概念模型做為理論基礎(chǔ)；在選擇市場概念模型的前提下，對基于市場要素的四大代表性評估方法的評估思路、評估模型、評估流程、適用條件及優(yōu)劣勢進(jìn)行了全面分析，綜合格力品牌資產(chǎn)的具體情況，選擇Interbrand評估體系進(jìn)行評估。然后分析了格力電器背景及格力品牌資產(chǎn)現(xiàn)狀，具體情況具體分析，以為后面評估做好鋪墊。最后基于Interbrand評估法對格力品牌資產(chǎn)價(jià)值進(jìn)行評估。財(cái)務(wù)分析中，考慮到歷史平均收益具有一定的滯后性且不能體現(xiàn)品牌資產(chǎn)未來的收益性和貨幣資金的時(shí)間價(jià)值，本文采用預(yù)期收益法進(jìn)行改進(jìn)；市場分析中，引入主成分析分析來代替Interbrand評估法中品牌作用指數(shù)，計(jì)算品牌資產(chǎn)收益占沉淀收益的比重，在一定程度上消除了Interbrand評估法的主觀性因素的影響，加強(qiáng)了評估結(jié)果的客觀合理性；品牌強(qiáng)度分析中，運(yùn)用經(jīng)驗(yàn)函數(shù)將品牌強(qiáng)度七因素得分轉(zhuǎn)換為品牌強(qiáng)度；綜合評估分析過程對格力品牌資產(chǎn)的價(jià)值提升提出相應(yīng)的對策建議。
[Abstract]:Under the environment of economic globalization, the market competition has developed into "competition of core advantages of brand equity". The competition without brand equity is powerless, and commodities without brand equity support are fragile goods.A market without a brand asset base can be said not to be an "occupied market" at all.As a result, entrepreneurs and investors recognize that brand equity is the most valuable asset.The value evaluation of brand equity is the inevitable outcome of economic globalization, so the study of brand equity evaluation is of great significance.This paper studies the value of Gree brand equity.The main body of this paper is divided into four parts.Firstly, the background of the research is described, and the existing research on the concept of brand equity, the method of brand value evaluation and its application in related fields are reviewed at home and abroad.On the basis of three conceptual models, this paper summarizes and analyzes the methods of brand equity evaluation and classifies them systematically.Secondly, comparing the characteristics and applicable objects of the three conceptual models of brand equity, combining the background analysis and current situation research of Gree brand equity, choosing the market concept model as the theoretical basis; under the premise of choosing the market concept model,This paper makes a comprehensive analysis of the four representative evaluation methods based on market elements, such as the evaluation idea, the evaluation model, the evaluation process, the applicable conditions and the advantages and disadvantages, and synthesizes the concrete situation of Gree brand equity, and selects the Interbrand evaluation system to evaluate.Then it analyzes the background of Gree electric appliance and the current situation of Gree brand equity.Finally, the value of Gree brand equity is evaluated based on Interbrand evaluation method.In the financial analysis, considering that the historical average income has a certain lag and can not reflect the future income of brand equity and the time value of monetary funds, this paper adopts the expected income method to improve.The principal analysis is introduced to replace the brand function index in the Interbrand evaluation method and to calculate the proportion of the brand equity income to the precipitation income. To a certain extent, the subjective factors of the Interbrand evaluation method are eliminated and the objective rationality of the evaluation results is strengthened.In the analysis of brand strength, the seven factor scores of brand strength are converted into brand strength by empirical function, and the corresponding countermeasures and suggestions are put forward in the process of comprehensive evaluation and analysis to enhance the value of Gree brand equity.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.4;F426.6

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