家电行业品牌美誉度指标体系研究

发布时间：2018-01-06 03:19

本文关键词：家电行业品牌美誉度指标体系研究　出处：《广东工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：当代,品牌在企业经营管理和资产评估方面发挥日益重要作用。在企业日常经营管理中,企业采用的衡量指标多为财务指标如销售数据、成本分析、边际收益、利润回报率(ROA)等。但问题在于这些标准常常是短期性的,根据这些指标,有吸引力的投资建议常常是那些能够产生直接财务回报的建议。这些建议往往会减少不能在短期内产生收益的品牌建设行为。另一方面在资产评估时,财务指标往往无法准确衡量企业的无形资产。因此急需开发一套品牌强度衡量标准,同财务指标一起,指导企业日常经营和评估企业资产。笔者借鉴国内外文献对品牌美誉度的定义,参考现有品牌美誉度影响要素及品牌构成要素模型,在Aaker感知质量指标衡量体系基础上增加品牌附加要素维度,尝试提出新的基于消费者角度的品牌美誉度衡量指标体系,用于指导企业品牌建设并为未来建立一套各行业通用的基于消费者角度的品牌资产指标体系做铺垫。首先采用文献研究方法,梳理国内外关于品牌定义、品牌资产模型、品牌构成要素、品牌美誉度、中国家电行业品牌现状文献,在此基础上分析家电行业品牌美誉度影响因素并初步提出家电行业品牌美誉度衡量指标体系。其次通过0-1强制评分法对指标再一次筛选,再用层次分析法确立各级指标权重,最终形成家电行业品牌美誉度衡量指标体系。最后,在实证研究部分,本文对广东电饭锅及海外电饭锅品牌美誉度做对比研究,验证模型有效性并从企业自身、社会共治两个层面以及产品、服务、品牌附加三个维度为打造“广东制造”区域品牌以及提升企业自身品牌美誉度建言献策。
[Abstract]:Today, the brand is playing an increasingly important role in the enterprise management and asset evaluation. In the day-to-day management of enterprises, enterprises adopt measures for financial indicators such as sales data, cost analysis, marginal revenue, profit rate (ROA). But the problem is that these standards are often short-term, according to these the index, attractive investment advice is often those who can have direct financial return suggestions. These suggestions will often reduce the brand building behavior can not generate revenue in the short term. On the other hand, asset evaluation, financial indicators are often unable to accurately measure the intangible assets of the enterprise. So we need to develop a brand strength measure with financial indicators, guide the enterprise daily management and assessment of enterprise assets. The author from domestic and foreign literature on the definition of brand reputation, brand reputation effect to existing reference And brand elements model, measure the increase brand added element dimension system on the basis of the index of Aaker perceived quality, try to put the consumer point of view of brand reputation index system based on the new, used to guide the enterprise brand construction and establish a set of industry general consumers brand equity index system based on the first, laying the groundwork for the future. The method of literature research, combing the domestic and foreign about the definition of brand, brand equity model, brand elements, brand reputation, brand China appliance industry status of literature, based on the factors of influence on brand reputation in home appliance industry and put forward the appliance industry brand reputation index system. Then based on the index screening again forced 0-1 score, then the analytic hierarchy process to establish the weights at all levels, and ultimately the formation of the home appliance industry brand reputation measure index Department. Finally, in the part of empirical research, this paper makes a comparative study of Guangdong electric cooker and electric cooker brand reputation overseas, to verify the effectiveness of the model and from the enterprise itself, social governance and two aspects of product, service, brand added three dimensions to build the "made in Guangdong" regional brand and enhance their brand reputation suggestions to make suggestions.

【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F273.2

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