本文選題：電商企業(yè)　切入點(diǎn)：品牌價(jià)值　出處：《江蘇大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,我國(guó)電子商務(wù)行業(yè)發(fā)展如火如荼,市場(chǎng)競(jìng)爭(zhēng)日益激烈,相對(duì)于其他行業(yè),電商企業(yè)面對(duì)的市場(chǎng)具有更高的不確定性,市場(chǎng)的波動(dòng)相對(duì)較大,未來的成本和盈利狀況都存在非常大的不確定性。這樣的市場(chǎng)環(huán)境使得電子商務(wù)企業(yè)的品牌價(jià)值具有品牌收益難以確定、品牌建設(shè)費(fèi)用較高等特點(diǎn)。由于這些上述的電商企業(yè)特點(diǎn),其品牌價(jià)值很難用簡(jiǎn)單傳統(tǒng)的品牌價(jià)值評(píng)估方法客觀合理地評(píng)價(jià),因此,我們將對(duì)傳統(tǒng)的評(píng)估模型進(jìn)行調(diào)整和修正,以期新的評(píng)估方法能更科學(xué)客觀地評(píng)價(jià)企業(yè)品牌價(jià)值。本文分為六個(gè)部分。第一部分為緒論,首先從電子商務(wù)行業(yè)的總體發(fā)展?fàn)顩r和我國(guó)企業(yè)品牌管理現(xiàn)狀兩方面入手,闡述了研究背景;同時(shí)明確了研究目的和研究意義;又查閱了大量文獻(xiàn),總結(jié)了目前國(guó)內(nèi)外對(duì)品牌、品牌價(jià)值以及品牌價(jià)值評(píng)估的研究現(xiàn)狀。第二部分概述了電商企業(yè)的品牌價(jià)值,主要闡述了電子商務(wù)企業(yè)的品牌價(jià)值內(nèi)涵及其構(gòu)成要素,本文認(rèn)為,品牌是電商企業(yè)在激烈的競(jìng)爭(zhēng)中脫穎而出的關(guān)鍵,而電商企業(yè)品牌價(jià)值來源于品牌成本和品牌附加價(jià)值,這一觀點(diǎn)也為后面電商企業(yè)品牌資產(chǎn)評(píng)估選取和修正評(píng)估模型奠定基礎(chǔ);第三部分闡述并評(píng)價(jià)了目前用于品牌價(jià)值評(píng)估的三大類主流評(píng)估方法:基于消費(fèi)者要素的評(píng)估模型、基于市場(chǎng)要素的評(píng)估模型和基于財(cái)務(wù)要素的評(píng)估方法,根據(jù)幾種評(píng)估模型的各自的特點(diǎn),確定了適合應(yīng)用于電商企業(yè)特性的模型;第四部分對(duì)Interbrand評(píng)估方法的局限性進(jìn)行了闡述,并對(duì)品牌產(chǎn)品營(yíng)業(yè)利潤(rùn)預(yù)測(cè)值、品牌作用系數(shù)、品牌強(qiáng)度三方面進(jìn)行了調(diào)整和修正;第五部分,引入天天買區(qū)域電商,了解案例企業(yè)相關(guān)情況,并將修正后的評(píng)估模型應(yīng)用于案例企業(yè)品牌價(jià)值,證實(shí)修正后的評(píng)估方法的可行性;第六部分,對(duì)本文的研究?jī)?nèi)容進(jìn)行總結(jié),并對(duì)所研究的理論、方法及實(shí)踐做出展望,同時(shí)對(duì)修正后的評(píng)估模型進(jìn)行評(píng)價(jià),得出如下結(jié)論:品牌價(jià)值的評(píng)估對(duì)企業(yè)的籌資活動(dòng)、經(jīng)營(yíng)活動(dòng)以及行業(yè)創(chuàng)新都有積極意義;采用層次分析法可規(guī)避目前我國(guó)評(píng)估行業(yè)沒有覆蓋各行各業(yè)基準(zhǔn)信息的數(shù)據(jù)庫這一問題;采用灰色聚類分析量化品牌強(qiáng)度,對(duì)多個(gè)定量和定性指標(biāo)按照一定的權(quán)重進(jìn)行分析,很大程度上可以減少專家打分的主觀性;因此,這一評(píng)估模型具有計(jì)算簡(jiǎn)單、可操作性較強(qiáng)的特點(diǎn)。
[Abstract]:At present, the development of China's e-commerce industry like a raging fire, the increasingly fierce market competition, compared with other industries, the business enterprise in the face of the market has higher uncertainty, market volatility is relatively large, the future costs and profitability are very big uncertainty. So the market environment of electronic business enterprise brand value brand it is difficult to determine the income, higher brand construction costs. Because of these above business enterprise characteristics, its brand value is difficult to assess, objectively and reasonably with the brand value evaluation method is simple and traditional so we will on the traditional evaluation model is used to adjust and correct evaluation methods to new more scientific and objective evaluation of enterprise brand value. This paper is divided into six parts. The first part is the introduction, first from the overall development situation of e-commerce industry and our country enterprise brand management Two aspects of the status quo, elaborated the research background; at the same time the clear purpose of the study and research significance; and access to a large number of documents, it summarizes the brand, brand value, brand value evaluation research status. The second part summarizes the business enterprise brand value, mainly expounds the connotation of the brand value of e-commerce enterprises in this paper, and the component elements of the brand is the key to business enterprise talent shows itself in the fierce competition in the business enterprise, and brand value comes from the cost of the brand and brand value added, this view also evaluated selection and lay the foundation for correct evaluation model after business enterprise brand assets; the third part is currently used in three main categories the evaluation of brand value evaluation method evaluation: evaluation model based on the evaluation factors of consumers, market factors and model based on financial assessment based on elements According to several evaluation methods, evaluation model of the respective characteristics, determine the suitable for the application in the business enterprise model; the fourth part evaluation of the limitations of the method of Interbrand are expounded, and the operating profit forecast value of brand products, brand effect coefficient, brand strength three aspects of adjustment and revision; the fifth part introduced every day buy the regional electricity supplier, understand the relevant situation of case enterprise, and the revised evaluation model is applied to the case of enterprise brand value evaluation method, confirm the feasibility of the revised; sixth part of the research content is summarized, and the research on the theory, method and practice make prospects, and made evaluation on assessment and amendment after the model, draw the following conclusion: the evaluation of the brand value of the enterprise financing activities, has positive significance of business activities and industry innovation; using the analytic hierarchy process can be used to avoid This problem of our country assessment industry does not cover all walks of life reference information database at present; using grey clustering analysis to quantify the brand strength, analysis of a number of quantitative and qualitative indicators according to a certain weight, largely reduces the subjectivity of expert scores; therefore, this evaluation model is simple in calculation, strong operability. Features.

【學(xué)位授予單位】：江蘇大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F724.6

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