国家电网公司品牌价值评估研究

发布时间：2018-08-03 20:29

【摘要】：当今社会,企业的生存和发展在某种程度上离不开市场竞争,由于经济全球化的发展态势在各行各业不断渗透,使企业越来越意识到品牌的重要性。优秀的品牌不仅会在日益激烈的市场竞争中为企业带来丰厚的收益,而且能够代表国家的综合实力。随着在市场经济的快速发展,品牌作为企业无形资产的一部分,其作用深刻影响着企业的创新能力、发展态势甚至关乎企业实现全球化进程的步伐。在2016年世界品牌实验室发布的《中国500最具价值品牌》排名中,国家电网公司品牌价值排名第一,已经连续10年保持增长态势。这一突出成绩不仅表明了国家电网公司在品牌管理中的突出成就,而且也是对公司管理水平和能力的高度认可。在我国电力体制改革的压力下,国家电网公司依旧能够在变化中求发展,充分显示了公司对企业重要资源之一的“品牌”重视度极高。本文通过整理品牌及品牌价值相关理论作为研究基础,结合中国企业品牌的现状和国家电网公司品牌现状,分析对国家电网公司品牌价值产生影响的品牌资产,并对品牌塑造和管理提出建议。本文选择Interbrand模型对国家电网公司品牌价值进行评估,对该评估法的品牌收益和品牌强度进行调整以适用于国家电网公司品牌价值的评估,同时构建品牌强度评价指标体系。本文所使用的评价品牌强度的方法是模糊综合评价法,并对品牌价值评估中的重点指标进行分析以提高国家电网公司的品牌价值。本文的创新点主要体现在评价指标体系以及评价方法上。在评价指标体系中,本文不再根据原模型中的市场角度设置指标,而是综合考虑了消费者、市场以及社会这三个方面;在评价方法上,本文不再只依靠专家的评价进行打分,而是将其与层次分析法结合,并利用模糊综合评价法对品牌强度指标量化,有效地使品牌价值评估方法向更合理的方向发展。
[Abstract]:In today's society, the survival and development of enterprises can not be separated from market competition to a certain extent. Because of the continuous penetration of economic globalization in various industries, enterprises are becoming more and more aware of the importance of the brand. Excellent brands will not only bring rich profits to enterprises in the increasingly fierce market competition, but also represent the comprehensive strength of the country. With the rapid development of market economy, brand, as a part of intangible assets, has a profound impact on the innovation ability of enterprises, and even on the pace of enterprise globalization. In the 2016 World Brand Lab ranking of "China's 500 most valuable brands", State Grid Corporation ranked No. 1 in brand value and has maintained a growing trend for 10 years in a row. This outstanding achievement not only indicates the outstanding achievement of State Grid Company in brand management, but also highly recognizes the management level and ability of the company. Under the pressure of China's electric power system reform, the State Grid Company can still seek development in the change, which fully shows that the company attaches great importance to the "brand", one of the important resources of the enterprise. Based on the theories of brand and brand value, combined with the current situation of Chinese enterprise brand and the current situation of State Grid Company, this paper analyzes the brand assets that have an impact on the brand value of State Grid Company. Suggestions for brand building and management are also given. This paper selects Interbrand model to evaluate the brand value of State Grid Company, adjusts the brand income and brand strength of the evaluation method to apply to the evaluation of the brand value of State Grid Company, and constructs the evaluation index system of brand strength. In this paper, the method of evaluating brand strength is fuzzy comprehensive evaluation method, and the key index of brand value evaluation is analyzed to improve the brand value of State Grid Company. The innovation of this paper is mainly reflected in the evaluation index system and evaluation method. In the evaluation index system, this article no longer sets the index according to the market angle in the original model, but synthetically considers the consumer, the market and the society. Instead, it is combined with AHP, and the fuzzy comprehensive evaluation method is used to quantify the brand strength index, which effectively makes the brand value evaluation method develop in a more reasonable direction.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.61

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