基于价值构成理论的林业企业品牌价值评价研究

发布时间：2018-04-28 12:57

本文选题：林业企业 + 品牌　；参考：《东北林业大学》2012年博士论文

【摘要】：随着经济全球化和一体化的发展,产品同质化现象日益明显,消费者在选择产品时不再只考虑价格和产品质量,更多的考虑到自身的消费感觉,这就导致企业之间的竞争从最初的产品质量竞争、产品价格竞争、产品服务竞争等产品层面的竞争发展成为品牌竞争与企业形象竞争。加上近些年国际上并购风潮愈演愈烈,使得越来越多的企业开始关注品牌价值,关注品牌价值的评价的客观性和准确性,关注提高品牌的价值策略与方法。我国的林业企业同样处于这样的经济环境下,要面对来自国内外林业企业的竞争与威胁,为了能够在激烈的市场竞争中立于不败之地,发现和创造难以被竞争对手模仿的核心竞争力,就要运用先进的管理思想和经营手段,科学评价自己的品牌价值,并能够根据品牌评价结果制定出切实可行的品牌策略。本文依据价值构成理论、品牌资产理论、无形资产理论和可持续发展理论,结合林业企业的特点和品牌价值的现状,深入分析了林业企业的品牌价值构成和品牌价值来源,构建了包含经济价值、社会价值和生态价值的林业企业品牌价值评价体系与评价模型,运用专家意见法和层次分析法确定出林业企业品牌价值评价模型的三级权重,提出了以政府与社会进行约束与依据客观的价值规律相结合的原则,来进行品牌运营决策的观点,解决了原有的品牌价值评价过于看重企业的经济价值而导致一些企业过度开采林木资源,为降低成本而忽视企业应该承担的社会责任和保护人类生态环境的义务等现实问题,并以吉林森工作为实证研究的对象,一方面验证了构建的评价指标体系与评价模型的可行性和可操作性,另一方面,为林业企业进行提高品牌价值的决策提供理论支持和可行的建议。
[Abstract]:With the development of economic globalization and integration, the phenomenon of product homogeneity is becoming increasingly obvious. When consumers choose products, they no longer only consider price and product quality, but also consider their own consumer feelings. This leads to the competition between enterprises from the initial product quality competition, product price competition, product service competition and other product level competition to brand competition and enterprise image competition. In recent years, more and more enterprises begin to pay attention to brand value, the objectivity and accuracy of brand value evaluation, and the strategies and methods to improve brand value. China's forestry enterprises are also in such an economic environment, to face the competition and threats from domestic and foreign forestry enterprises, in order to be able to stand in an invincible position in the fierce market competition. In order to discover and create the core competitiveness which is difficult to be imitated by competitors, it is necessary to use advanced management ideas and management means to scientifically evaluate their own brand value and to formulate feasible brand strategies according to the results of brand evaluation. Based on the theory of value constitution, the theory of brand equity, the theory of intangible assets and the theory of sustainable development, combined with the characteristics of forestry enterprises and the present situation of brand value, this paper deeply analyzes the composition and origin of brand value of forestry enterprises. The evaluation system and evaluation model of forestry enterprise brand value including economic value, social value and ecological value are constructed, and the three-level weight of forest enterprise brand value evaluation model is determined by expert opinion method and analytic hierarchy process. This paper puts forward the principle of combining the government and the society with the objective law of value to make the brand operation decision. It solves the practical problems that the original brand value evaluation is too important to the economic value of the enterprise, which leads some enterprises to over-exploit the forest resources, ignore the social responsibility of the enterprise and the obligation of protecting the human ecological environment in order to reduce the cost. On the one hand, it verifies the feasibility and maneuverability of the evaluation index system and evaluation model, on the other hand, It provides theoretical support and feasible suggestions for forestry enterprises to make decisions to improve brand value.
【学位授予单位】：东北林业大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F326.25

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