电信品牌价值评价模型与价值塑造研究

发布时间：2018-05-28 21:32

本文选题：品牌价值 + 品牌价值评估　；参考：《北京邮电大学》2008年硕士论文

【摘要】： 品牌作为企业重要的无形资产,己经并且将持续为企业创造价值,这说明品牌的价值确实存在,从上个世纪80年代起,国内外学者对品牌的内涵、品牌价值的评估进行了广泛研究,各界对品牌价值的构成至今没有一个统一的定义,品牌价值所涉及到的不仅是品牌作为无形资产所带来的收益,更重要的是品牌为市场、为消费者所带来的无法用财务指标衡量的价值,因此品牌价值的评估是一项极其复杂的工作。本文的主要内容就是围绕着电信品牌价值构成以及电信品牌的形象塑造来展开的。主要分为三个部分,第一部分是对论文中涉及的相关理论进行研究,包括对品牌价值相关理论以及电信品牌的研究;第二部分在理论研究的基础上,建立电信品牌价值评价模型,试图寻找评价电信品牌价值更为全面、科学的方法体系;第三部分是实证分析,以“动感地带”为例进行模型的验证,以证实其有效性,并通过实证结果分析动感地带品牌价值塑造的成功经验和存在的问题,结合国内电信品牌现状,试图为电信品牌的塑造和价值提升提供有价值的建议。
[Abstract]:As an important intangible asset of an enterprise, brand has been and will continue to create value for the enterprise, which shows that the value of brand does exist. Since the 1980s, the connotation of brand has been put forward by domestic and foreign scholars. The evaluation of brand value has been widely studied. There is no uniform definition of brand value. Brand value involves not only the income brought by brand as intangible assets, but also brand as market. The value that can not be measured by financial indicators for consumers, so the evaluation of brand value is an extremely complex task. The main content of this paper revolves around the telecom brand value constitution and the telecommunication brand image mold. Mainly divided into three parts, the first part is related to the theory of research, including the brand value of the relevant theory and telecommunications brand research; the second part of the theoretical research on the basis, Establish the telecom brand value evaluation model, try to find a more comprehensive and scientific evaluation method system of telecom brand value. The third part is empirical analysis, "dynamic zone" as an example to verify the model to verify its effectiveness. And through the empirical results to analyze the successful experience and problems of brand value shaping in the dynamic zone, combined with the current situation of domestic telecom brand, this paper tries to provide valuable suggestions for the establishment and value promotion of telecom brand.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626;F224

【引证文献】