品牌价值在营销能力与企业价值关系间的中介作用研究

发布时间：2018-05-17 22:02

本文选题：营销能力 + 品牌价值　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：经济全球化的到来,加剧了市场环境的竞争程度。营销能力作为企业核心能力之一,反映了企业在市场竞争中的生存能力,其重要性对企业的发展和壮大不言而喻。目前学术界很多学者从不同方面研究了营销能力对企业价值产生的积极影响。但经过对现有文献的整理汇总可以发现:品牌价值在营销能力与企业价值关系中的作用并未受到重视,原因是学者们往往认为营销能力的直观作用即为产品销售和利润水平的提高,从而造成对营销能力、品牌价值和企业价值三者关系的研究较为薄弱。此外,从国内外各大品牌机构公布的品牌价值排名可以看出:国有企业品牌建设水平远远高于非国有企业。本文以此为切入点,在研究品牌价值对营销能力和企业价值关系的中介作用的同时,探究国有企业和非国有企业在品牌建设中的差异,为我国企业发展与品牌壮大提供指导建议。本文采用实证研究方法,利用世界品牌实验室公布的历年《中国500最具价值品牌》榜单数据以及国泰安和RESSET锐思数据库中的企业财务数据,形成共174家企业10年间的非平衡面板样本。通过投入——产出原则利用数据包络(DEA)方法计算出样本企业的营销能力;构建多元线性回归模型,使用stata软件进行数据统计分析。结果发现:营销能力不仅会对企业价值和品牌价值产生正向影响,且品牌价值在二者关系中起到了部分中介作用。这表明企业在发展壮大过程中,品牌起到了重要的推动作用,管理层必须要充分认识到企业营销能力提升的重要性。研究结果还表明:相对于非国有企业,国有企业营销能力对品牌价值的正向作用更强。对此,国家可以在宏观层面制定相关政策以指导非国有企业,尤其是民营企业品牌建设,如成立专项民营企业品牌建设扶持项目;微观层面,企业自身需努力提高营销等核心能力来实现品牌和企业整体价值的提升。
[Abstract]:The arrival of economic globalization, intensified the competition degree of market environment. As one of the core competence of the enterprise, the marketing ability reflects the survival ability of the enterprise in the market competition, and its importance is self-evident to the development and growth of the enterprise. At present, many scholars in academic circles have studied the positive influence of marketing ability on enterprise value from different aspects. However, by summarizing the existing literature, we can find that the role of brand value in the relationship between marketing ability and enterprise value has not been paid attention to. The reason is that scholars often think that the intuitive role of marketing ability is the improvement of product sales and profit level, which leads to weak research on the relationship among marketing ability, brand value and enterprise value. In addition, it can be seen from the ranking of brand value published by major domestic and foreign brands that the level of brand construction of state-owned enterprises is much higher than that of non-state-owned enterprises. This paper takes this as the breakthrough point, while studying the intermediary function of brand value to marketing ability and enterprise value, and probes into the difference between state-owned enterprise and non-state-owned enterprise in brand construction. To provide guidance for the development of Chinese enterprises and brand growth. In this paper, the empirical research method is used to make use of the list of "China's 500 most valuable brands" published by the World Brand Laboratory and the financial data of the companies in Cathay and RESSET database. Formed a total of 174 enterprises over the 10-year non-balanced panel sample. Through the input-output principle, the marketing ability of the sample enterprises is calculated by using the data envelopment method, and the multivariate linear regression model is constructed, and the data statistical analysis is carried out by using stata software. The results show that the marketing ability not only has a positive impact on the enterprise value and brand value, but also plays a part of intermediary role in the relationship between the two. This indicates that the brand plays an important role in the process of development and expansion of enterprises, and the management must fully realize the importance of enhancing the marketing ability of enterprises. The results also show that the marketing ability of SOEs has a stronger positive effect on brand value than that of non-state-owned enterprises. In this regard, the state can formulate relevant policies at the macro level to guide the brand building of non-state-owned enterprises, especially private enterprises, such as the establishment of special private enterprise brand building support projects; micro-level, Enterprises themselves need to improve their core competence, such as marketing, to achieve brand and corporate value.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F275

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