【摘要】：隨著科技的不斷發(fā)展和手機在我國國民中的普及，手機已經成為大眾最為關注和喜愛的電子類消費產品。我國手機企業(yè)歷經二十多年的發(fā)展，已經成為我國重要的產業(yè)之一。隨著全球經濟一體化進程加快，智能手機科技的飛速進步與不斷普及應用，中國也成為全球最大的手機出貨市場。但是手機市場的競爭越來越激烈，國產手機企業(yè)生存所處的環(huán)境十分不穩(wěn)定，需要國產手機企業(yè)加強各方面建設提升競爭力。 品牌價值作為企業(yè)當中無形資產的重要一環(huán)，能帶給企業(yè)額外的收益，是許多企業(yè)、研究機構和專業(yè)人士的關注焦點。隨著經濟全球化的發(fā)展，品牌價值的建設成為企業(yè)市場競爭中的核心因素，也影響消費者產生購買產品的意向和行為。本文對品牌以及品牌價值理論的發(fā)展與現(xiàn)階段的成果進行了研究與探討，然后分析了國內外的學者對品牌價值評價的研究方法與參考模型。通過綜合這些理論與研究方法，詳細得出在構建品牌價值評價體系中需要從哪些來源因素中選取指標。接下來，，本文介紹了我國手機市場與企業(yè)的形成、發(fā)展歷程以及現(xiàn)狀，發(fā)現(xiàn)了國產手機企業(yè)存在的一些問題與不足，尤其是與國際知名手機企業(yè)如三星公司，蘋果公司相比，在建設企業(yè)的品牌價值方面還有一段距離。因此，在現(xiàn)有基礎上研究與評價國產手機企業(yè)的品牌價值，是對過往知識的歸納與創(chuàng)新，也為當前國產手機企業(yè)追求卓越發(fā)展、提升產業(yè)地位有重要意義。 綜合品牌價值評價等各方面研究，本文針對過往一些企業(yè)的品牌價值評價方法、手機企業(yè)的內部與外部環(huán)境、消費者的喜好程度以及我國特有的國情等因素，客觀科學的使用德爾菲法，定量分析與定性分析相結合的構建了國產手機企業(yè)品牌價值評價綜合體系。然后，本文運用層次分析法，確立了評價體系中的各指標權重。最后以國產手機企業(yè)中的小米手機為案例，使用云理論中的云重心評價法對小米手機的品牌價值進行評價，實證研究了小米公司在品牌價值建設中的優(yōu)勢與存在的問題，由此分析并歸納出提升我國手機企業(yè)品牌價值建設的建議和對策，力爭使國產手機企業(yè)在未來的發(fā)展和激烈的國際市場競爭中占據(jù)主動與優(yōu)勢。
[Abstract]:With the continuous development of science and technology and the popularity of mobile phones in China, mobile phones have become the most concerned and favorite consumer electronic products. After more than 20 years of development, mobile phone enterprises in China have become one of the important industries. With the acceleration of global economic integration and the rapid development and popularization of smartphone technology, China has become the world's largest mobile phone shipping market. However, the competition in the mobile phone market is becoming more and more fierce, and the survival environment of domestic mobile phone enterprises is very unstable, which requires domestic mobile phone enterprises to strengthen the construction of various aspects to enhance their competitiveness. Brand value, as an important part of intangible assets, can bring extra income to enterprises, which is the focus of many enterprises, research institutions and professionals. With the development of economic globalization, the construction of brand value becomes the core factor in the market competition of enterprises, and also affects the intention and behavior of consumers to purchase products. In this paper, the development of brand and brand value theory and current achievements are studied and discussed, and then the research methods and reference models of brand value evaluation by domestic and foreign scholars are analyzed. By synthesizing these theories and research methods, we can find out in detail which source factors should be selected in the construction of brand value evaluation system. Then, this paper introduces the formation, development and current situation of Chinese mobile phone market and enterprises, and finds some problems and shortcomings of domestic mobile phone enterprises, especially compared with well-known mobile phone companies such as Samsung and Apple. In building the brand value of the enterprise there is a distance. Therefore, on the basis of the existing research and evaluation of the brand value of domestic mobile phone enterprises, is the induction and innovation of the past knowledge, but also for the current domestic mobile phone enterprises to pursue outstanding development, enhance the status of the industry has an important significance. Comprehensive brand value evaluation and other aspects of research, this paper aimed at some enterprises in the past brand value evaluation methods, mobile phone enterprises internal and external environment, consumer preferences, as well as China's unique national conditions and other factors, Using Delphi method objectively and scientifically, combining quantitative analysis and qualitative analysis, the comprehensive evaluation system of brand value of domestic mobile phone enterprises is constructed. Then, the paper establishes the weight of each index in the evaluation system by using the analytic hierarchy process (AHP). Finally, taking Xiaomi mobile phone in domestic mobile phone enterprise as an example, using cloud center of gravity evaluation method in cloud theory to evaluate the brand value of Xiaomi mobile phone, the paper empirically studies the advantages and existing problems of Xiaomi company in brand value construction. This paper analyzes and summarizes the suggestions and countermeasures to improve the brand value of mobile phone enterprises in China, and tries to make domestic mobile phone enterprises take the initiative and advantage in the future development and fierce international market competition.
【學位授予單位】：遼寧師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.63

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