我国证券公司品牌价值评估方法研究

发布时间：2018-03-28 21:20

本文选题：品牌价值　切入点：价值评估　出处：《兰州商学院》2011年硕士论文

【摘要】：随着我国资本市场改革的不断深入,证券公司品牌价值在企业品牌管理、企业经营、建立企业核心竞争力等经济活动中越来越显示其重要性。证券公司品牌作为证券企业一项重要的无形资产,反映了企业发展的潜力,决定了企业的长期竞争力,如何合理地量化证券公司品牌的价值,成为证券业亟待解决的一个课题。本文在系统研究国内外现有的品牌价值评估方法和评估模型的基础上,尝试探寻品牌价值评估的新方法,以期可以为金融业证券公司品牌价值评估提供可操作性的参考,也为我国证券公司研究品牌管理提供了新的思考。本文首先系统地介绍了品牌及品牌价值研究的基本理论,界定了品牌及品牌价值的内涵,品牌价值的作用。然后对国内外比较成熟的、有代表性的品牌价值评估方法和模型进行介绍和分析,通过对前述理论的系统研究,得出如下结论：品牌价值评估应考虑评估的全面性,必须综合企业和消费者两大因素构建品牌价值评估模型。接下来,以现有品牌价值评估方法和模型研究为基础,尝试对Interbrand法进行改进,该评价方法由市场强度和消费者强度构成品牌强度,市场强度由Interbrand法的品牌强度七因素进行描述；同时,消费者强度由品牌态度、品牌认知、品牌行为进行描述,在此基础上运用模糊综合评价法对品牌价值评价体系进行量化。最后,本文运用改良Interbrand法并结合证券业自身特点,对证券公司品牌进行了价值评估,证明该评估方法对证券公司品牌评估的可行性和适用性,进而对证券公司提升品牌价值、加强品牌管理提供理论依据。
[Abstract]:With the deepening of capital market reform in our country, the brand value of securities companies lies in enterprise brand management and enterprise management. As an important intangible asset of securities enterprises, the brand of securities companies reflects the development potential of enterprises and determines the long-term competitiveness of enterprises. How to reasonably quantify the brand value of securities companies has become an urgent task for the securities industry. This paper systematically studies the existing brand value evaluation methods and evaluation models at home and abroad. This paper attempts to explore a new method of brand value evaluation in order to provide an operational reference for the brand value evaluation of financial securities companies, and also provides a new thinking for the study of brand management of securities companies in our country. This paper first introduces the basic theory of brand and brand value research, defines the connotation of brand and brand value, the role of brand value. The representative brand value evaluation methods and models are introduced and analyzed. Through the systematic study of the above-mentioned theories, the following conclusions are drawn: brand value evaluation should consider the comprehensiveness of the evaluation. It is necessary to combine the two factors of enterprise and consumer to construct the brand value evaluation model. Then, based on the existing brand value evaluation method and model research, we try to improve the Interbrand method. The evaluation method consists of market strength and consumer strength, and the market strength is described by seven factors of brand strength of Interbrand method, meanwhile, consumer strength is described by brand attitude, brand cognition and brand behavior. On this basis, the fuzzy comprehensive evaluation method is used to quantify the brand value evaluation system. Finally, this paper uses the improved Interbrand method and the characteristics of the securities industry to evaluate the brand value of securities companies. It proves the feasibility and applicability of this evaluation method to the brand evaluation of securities companies, and then provides theoretical basis for securities companies to enhance brand value and strengthen brand management.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F832.39

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