基于调整后Interbrand模型对汾酒品牌价值评估

发布时间：2018-03-26 10:16

本文选题：品牌价值　切入点：Interbrand评估法　出处：《兰州财经大学》2017年硕士论文

【摘要】：品牌的存在能否推动企业的发展,最终还是依赖于消费者的选择,因此消费者的态度已逐渐成为影响品牌价值的因素之一。对品牌价值的正确认识与估值,已经成为品牌建设中的关注点,从而对品牌价值的研究具有重要意义。本文以汾酒品牌为研究对象,对其进行价值评估。通过对研究背景的充分了解,阅读相关理论文献,全面思考研究目的与意义后,本文选取了汾酒品牌为研究对象,Interbrand模型为基本研究方法。出于对行业现状与特点的考虑,在相关学者研究的基础上,对Interbrand模型进行了部分调整。模型中品牌对企业利润的贡献率摒弃了以往由专家判定的方法,引入消费者视角,借助问卷调查计算得出品牌对于企业利润的影响程度,弥补了原模型对消费者关注不足的缺陷;财务指标的选取由原模型中的净利润调整为企业毛利润,避免了非市场因素的影响,也利于有发展潜力的企业。基于调整后的Interbrand模型对汾酒品牌价值进行了评估,结合评估要素根据该品牌在发展中的优势与不足,对其价值提升与发展给出了建议。研究表明:山西汾酒应该主要在文化打造、技术创新、网络销售渠道拓展这三个方面努力,使得汾酒借助新一轮的产业调整期成为白酒行业里的强势品牌。同时,为白酒行业品牌价值评估提供有益探索与借鉴。
[Abstract]:Whether the existence of brand can promote the development of enterprises depends on the choice of consumers, so the attitude of consumers has gradually become one of the factors affecting brand value. This paper takes Fenjiu brand as the research object, carries on the value appraisal to the Fenjiu brand, through the thorough understanding to the research background, reads the related theory literature, After considering the purpose and significance of the research, this paper selects the brand of Fenjiu as the research object, the Interbrand model as the basic research method, considering the current situation and characteristics of the industry, based on the relevant scholars' research, In the model, the contribution rate of brand to enterprise profit is changed from the method of expert judgment, and the influence degree of brand on enterprise profit is calculated by questionnaire survey. It makes up for the defect that the original model pays less attention to consumers, and the selection of financial index is adjusted from the net profit in the original model to the gross profit of the enterprise, thus avoiding the influence of non-market factors. On the basis of the adjusted Interbrand model, the brand value of Fenjiu is evaluated, combined with the evaluation elements according to the advantages and disadvantages of the brand in the development. The research shows that Shanxi Fenjiu should make great efforts in three aspects: cultural creation, technological innovation and network sales channel expansion. It makes Fenjiu become a strong brand in liquor industry with the help of a new round of industrial adjustment. At the same time, it provides useful exploration and reference for the evaluation of brand value of liquor industry.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82

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