本文選題：Interbrand評(píng)估法 + 品牌強(qiáng)度��； 參考：《西安建筑科技大學(xué)》2017年碩士論文

【摘要】：激烈的市場競爭格局促使品牌所扮演的角色越來越重要,品牌成為企業(yè)核心競爭力為企業(yè)帶來超額利潤,同時(shí)品牌是國家軟實(shí)力與綜合國力的象征。老字號(hào)作為一種特殊品牌,承載著我國優(yōu)秀傳統(tǒng)文化,具有廣泛群眾基礎(chǔ)和巨大品牌價(jià)值,擁有現(xiàn)代品牌無法超越的優(yōu)勢,然而,受多方面因素影響,老字號(hào)發(fā)展并不樂觀。為挽救老字號(hào)發(fā)展頹勢,國家提出“振興老字號(hào)工程”,“品牌建設(shè)”、“一帶一路”等戰(zhàn)略部署為老字號(hào)發(fā)展提供了新契機(jī),在此背景下,推進(jìn)老字號(hào)品牌價(jià)值評(píng)估研究對(duì)老字號(hào)提升品牌價(jià)值及國家發(fā)展品牌經(jīng)濟(jì)具有重大意義。通過相關(guān)文獻(xiàn)梳理及品牌價(jià)值評(píng)估方法比較評(píng)析,本文以Interbrand評(píng)估法為基礎(chǔ)構(gòu)建老字號(hào)品牌價(jià)值評(píng)估模型。同時(shí),對(duì)老字號(hào)品牌價(jià)值評(píng)估現(xiàn)狀進(jìn)行分析并指出其問題,針對(duì)評(píng)估中存在的品牌價(jià)值影響因素不全面和未考慮老字號(hào)發(fā)展缺陷的問題,對(duì)老字號(hào)品牌價(jià)值影響因素進(jìn)行分析,確定影響品牌價(jià)值的四方面因素,并指出相關(guān)因素下老字號(hào)發(fā)展的突出問題,為模型中指標(biāo)體系設(shè)計(jì)提供依據(jù)。在此基礎(chǔ)上,以Interbrand評(píng)估法為基本模型,針對(duì)其不足,從品牌作用指數(shù)、品牌強(qiáng)度指標(biāo)體系、品牌強(qiáng)度量化三方面進(jìn)行改進(jìn),構(gòu)建出針對(duì)于老字號(hào)的品牌價(jià)值評(píng)估模型。新模型運(yùn)用層次分析法將品牌收益從無形資產(chǎn)收益中剝離,品牌強(qiáng)度指標(biāo)體系全面涵蓋市場、消費(fèi)者、企業(yè)財(cái)務(wù)與社會(huì)文化四方面因素并融入反映老字號(hào)相關(guān)因素下發(fā)展缺陷的指標(biāo),運(yùn)用灰色綜合評(píng)估法量化品牌強(qiáng)度。新模型降低主觀性增強(qiáng)針對(duì)性,全面衡量老字號(hào)品牌價(jià)值,對(duì)老字號(hào)品牌管理及價(jià)值提升具有重要參考意義。最后以瀘州老窖企業(yè)品牌作為評(píng)估對(duì)象驗(yàn)證了模型的科學(xué)合理性,并對(duì)瀘州老窖品牌發(fā)展過程中的問題及該模型應(yīng)用提出建議。
[Abstract]:The fierce market competition pattern urges the brand to play a more and more important role, the brand becomes the enterprise core competition ability to bring the super profit for the enterprise, simultaneously the brand is the national soft power and the comprehensive national strength symbol. As a special brand, the old brand bears the outstanding traditional culture of our country, has the extensive masses foundation and the huge brand value, has the superiority which the modern brand cannot surpass. However, influenced by many factors, the old brand development is not optimistic. In order to save the decadence of the old brand development, the government puts forward the strategy of "revitalizing the old brand project", "brand building", "Belt and Road" and so on, which provides a new opportunity for the development of the old brand. Under this background, It is of great significance for old brand to promote brand value and to develop brand economy. By combing the relevant literature and comparing the methods of brand value evaluation, this paper constructs a brand value evaluation model of old brands based on Interbrand evaluation method. At the same time, the current situation of brand value evaluation of old brands is analyzed and its problems are pointed out. Aiming at the problems of incomplete factors of brand value and lack of consideration of the defects of old brand development, this paper analyzes the influencing factors of brand value of old brands. Four factors affecting brand value are determined, and the outstanding problems of the old brand development under the related factors are pointed out, which provides the basis for the design of the index system in the model. On this basis, taking the Interbrand evaluation method as the basic model, aiming at its deficiency, this paper improves the brand function index, the brand strength index system and the brand strength quantification, and constructs the brand value evaluation model for the old brand. The new model uses the analytic hierarchy process to separate the brand income from the intangible asset income, and the brand strength index system covers the market and consumers. The four factors of enterprise finance and social culture and the indexes reflecting the development defects under the related factors of the old brands were incorporated, and the grey comprehensive evaluation method was used to quantify the brand strength. The new model reduces subjectivity and strengthens pertinence, and comprehensively measures the brand value of old brand, which has important reference significance for brand management and value promotion of old brand. Finally, the scientific rationality of the model is verified with Luzhou Laojiao enterprise brand as the evaluation object, and the problems in the development of Luzhou Laojiao brand and the application of the model are suggested.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.82

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本文編號(hào)：1949655