基于品牌价值链的房地产企业品牌价值评价方法设计与应用研究

发布时间：2018-03-07 05:30

本文选题：品牌价值　切入点：品牌价值链　出处：《浙江大学》2008年硕士论文　论文类型：学位论文

【摘要】： 房地产业对我国国民经济的发展起着重要的推动作用,而随着房地产行业的逐步规范,品牌的作用开始凸显。对房地产企业品牌价值进行评价,能够帮助房地产企业更好的建设自身品牌,并引导房地产行业健康发展,因此具有很重要的现实意义。本文在文献阅读的基础上,首先仔细梳理了品牌价值理论研究成果,清晰的界定了品牌价值的定义,为品牌价值评价奠定理论基础。之后,通过整理国内外各种品牌价值评价方法,将现有的品牌价值评价方法分为基于市场角度和基于消费者角度的评价方法两大类,并仔细对比两大类评价方法的优缺点,最后以Keller品牌价值链模型为基础,参考Interbrand品牌价值评价方法,将基于市场角度的品牌价值评价方法与基于消费者角度的品牌价值评价方法相结合,设计了适用于我国房地产行业的品牌价值评价方法。本方法采用收益乘数法思想,先确定当期品牌为企业创造超额收益的能力,用品牌收益表示;然后通过品牌强度来衡量品牌获益能力的持续性,用品牌乘数来表示;最后将当期品牌收益与品牌乘数相乘,得到品牌价值。计算公式为:V=P×S(其中P=N×Q)。其中:V为品牌价值;P为当期品牌带来的超额收益,代表现有品牌为企业创造超额收益的能力;S为品牌乘数,代表当期品牌获利能力的持续性,由品牌强度得分值确定;N为企业当期净利润,Q为品牌在当期利润中的贡献率。本方法主要有两大优点:一是用项目溢价收益比代替品牌作用力指数,排除经验成分,具有更强的可信性和对比性;二是对品牌强度测量条款进行较大改进,突出消费者对品牌的感知。因为依据品牌价值链模型,消费者是品牌价值的最主要决定力量,离开对消费者感知的评价,品牌价值的评价将缺失其指导意义。在品牌强度测量条款确定过程中,本文根据文献阅读和访谈,提出包含七个维度的品牌强度测量量表。对样本分别进行探索性因子分析和验证性因子分析后,得到房地产企业品牌强度的七个测量因子,将它们分别命名为感知产品质量、感知服务质量、品牌信任、品牌个性、感知价值、企业组织联想、品牌知名度。统计数据显示该测量量表具有很好的效度和信度。然后选取消费者价格灵活性以及口碑推荐意愿作为因变量,以品牌强度七个维度为自变量进行回归分析,检验测量量表的预测力,结果显示测量量表对消费者行为意向具有较好的预测力。本文最后结合对G房产公司品牌价值评估的实证研究,验证了本论文开发的房地产企业品牌价值评价方法的可操作性。
[Abstract]:The real estate industry plays an important role in promoting the development of the national economy of our country. With the gradual standardization of the real estate industry, the role of the brand becomes prominent. It can help the real estate enterprises to build their own brands and guide the healthy development of the real estate industry, so it has a very important practical significance. On the basis of literature reading, this paper first carefully combs the research results of brand value theory, defines the definition of brand value clearly, and lays a theoretical foundation for brand value evaluation. By sorting out all kinds of brand value evaluation methods at home and abroad, the existing brand value evaluation methods are divided into two categories, which are based on market angle and based on consumer angle, and the advantages and disadvantages of the two kinds of evaluation methods are compared carefully. Finally, based on the Keller brand value chain model and referring to the Interbrand brand value evaluation method, the paper combines the brand value evaluation method based on the market angle with the brand value evaluation method based on the consumer perspective. Design the brand value evaluation method suitable for the real estate industry of our country. The method uses the method of income multiplier to determine the ability of the current brand to create excess income for the enterprise, which is expressed by the brand income, and then measures the sustainability of the brand benefit ability through the brand strength, which is expressed by the brand multiplier. Finally, by multiplying the current brand income with the brand multiplier, the brand value is obtained. On behalf of the existing brand's ability to create excess income for the enterprise, S is the brand multiplier, and represents the persistence of the current brand's profitability. According to the score of brand strength, it is determined that N is the current net profit of the enterprise and Q is the contribution rate of the brand in the current profit. The method has two main advantages: one is to replace the brand force index with the project premium income ratio, and the other is to improve the terms of brand strength measurement by removing the empirical elements and having stronger credibility and contrast. According to the brand value chain model, consumers are the most important determinant of brand value. Without the evaluation of consumer perception, the evaluation of brand value will lack its guiding significance. In the process of determining the terms of brand strength measurement, according to the literature reading and interview, this paper puts forward a brand strength measurement scale which includes seven dimensions. The sample is analyzed by exploratory factor analysis and confirmatory factor analysis, respectively. The seven measuring factors of brand strength of real estate enterprises are named as perceived product quality, perceived service quality, brand trust, brand personality, perceived value, enterprise organization association. Brand awareness. Statistical data showed that the measurement scale had good validity and reliability. Then, consumer price flexibility and the willingness of word-of-mouth recommendation were selected as dependent variables, and the seven dimensions of brand strength were used as independent variables for regression analysis. The results of testing the predictive power of the measurement scale showed that the measurement scale had a good predictive power on consumer behavior intention. Finally, combining with the empirical research on the brand value evaluation of G real estate company, this paper verifies the operability of the brand value evaluation method developed in this paper.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F293.3

【引证文献】