基于Interbrand模型的专业市场品牌价值评估研究
发布时间：2018-09-05 06:57
【摘要】：品牌作为一项无形资产,已经成为企业建立和维持竞争优势的重要来源,它不仅是企业多年积累下来的宝贵财富,也是实现可持续发展的重要保障。树立一个优良的品牌形象,能使得新企业迅速占领市场、老企业继续扩展领地,也能使消费者有效识别出优秀的商品和服务。随着市场竞争的日益加剧,对品牌进行科学评估已逐渐成为趋势,自从品牌价值这一概念提出以来,品牌价值不仅仅在学术界被不断深入研究,在社会中也被广泛的探讨。英国的Interbrand公司便是品牌评估的先驱者,该公司提出的Interbrand模型更是在多年的实践中得到了广泛的运用和认可。该模型的假设是:品牌资产的大小来自于它未来的收益。模型充分考虑了企业的财务状况和市场特性,但缺点是过分依赖于专家评分法,主观性过强。专业市场品牌作为刚刚兴起的时髦词,在近几年才被广大学者了解和熟知,而对专业市场品牌价值评估的研究更是屈指可数,目前仍未有学者提出专门适用于专业市场品牌价值评估的模型,因此本文依然采用这种最被学术界认可Interbrand模型对专业市场品牌进行价值评估。Interbrand模型是目前应用最为广泛的价值评估模型,本文为尽可能的弥补原模型主观性较强的缺点,并出于数据的准确性和易获取性方面考虑,对其中的参数即品牌作用指数和品牌强度进行适当修正。修正后的模型采用问卷调查的方法进行数据收集,采用重要性排序法、层次分析法和模糊评价矩阵法进行数据的整理和分析,且新模型在数据获取时充分考虑消费者因素的重要性,弥补了原模型对消费者要素关注较少的缺陷,这也是本研究的创新点之一。然后本文运用修正后的Interbrand模型对义乌中国小商品城、绍兴中国轻纺城和海宁中国皮革城进行品牌价值评估,计算出的品牌价值分别为46.52亿元、21.03亿元和40.75亿元。最后对修正后模型的合理性进行分析,并分别从指标选取和基础数据两方面对结果之间产生的差异进行了说明。在比较三家市场品牌价值之间的差异时发现了影响专业市场品牌建设的关键因素所在,并针对性的从品牌作用指数、品牌强度、品牌财务利润率及专业市场层面和社会层面提出合理化建议,本文认为必须从注重商品质量优化;增强市场品牌竞争力;创新经营、盈利模式;建立品牌共享机制和完善经营、服务环境五个方面着手加强我国专业市场品牌建设,进一步提升品牌价值。
[Abstract]:As an intangible asset, brand has become an important source for enterprises to establish and maintain their competitive advantage. It is not only a valuable wealth accumulated by enterprises for many years, but also an important guarantee for the realization of sustainable development. Setting up a good brand image can make the new enterprise occupy the market rapidly, the old enterprise continues to expand its territory, and the consumer can effectively identify the excellent goods and services. With the increasing market competition, the scientific evaluation of brand has become a trend. Since the concept of brand value was put forward, brand value has not only been studied deeply in academic circles, but also widely discussed in society. Interbrand is the pioneer of brand evaluation, and its Interbrand model has been widely used and recognized in practice for many years. The model assumes that the size of brand equity comes from its future earnings. The model takes full account of the financial situation and market characteristics of the enterprise, but its disadvantage is that it relies too much on the expert scoring method and is too subjective. Professional market brand, as a fashionable word that has just arisen, has only been known and well known by scholars in recent years, and the research on the evaluation of brand value in professional market is even more rare. At present, no scholars have put forward a model that is suitable for brand value evaluation in professional market. Therefore, this paper still adopts the most recognized Interbrand model to evaluate the brand value of the professional market. It is the most widely used value evaluation model at present. In order to make up for the shortcomings of the subjective nature of the original model as far as possible, this paper tries to make up for the disadvantages of the original model. Considering the accuracy and accessibility of the data, the parameters such as brand action index and brand strength are modified. The modified model adopts questionnaire survey method to collect data, uses importance ranking method, analytic hierarchy process and fuzzy evaluation matrix method to organize and analyze the data. The new model fully considers the importance of consumer factors in data acquisition, which makes up for the defect that the original model pays less attention to consumer factors, which is one of the innovative points of this study. Then, the modified Interbrand model is used to evaluate the brand value of Yiwu China Commodity City, Shaoxing China Textile City and Haining Chinese Leather City. The calculated brand value is 4.652 billion yuan, 2.103 billion yuan and 4.075 billion yuan respectively. Finally, the rationality of the modified model is analyzed, and the differences between the results are explained from the two aspects of index selection and basic data. When comparing the difference of brand value among the three markets, we find the key factors that affect the brand construction in the professional market, and point from the brand function index, brand strength, This paper puts forward some reasonable suggestions on the financial profit margin of brand, professional market level and social level. This paper holds that we must pay attention to the optimization of commodity quality, enhance the market brand competitiveness, innovate management, profit model, establish brand sharing mechanism and perfect management. Five aspects of service environment to strengthen China's professional market brand construction, further enhance brand value.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
本文编号：2223528
[Abstract]:As an intangible asset, brand has become an important source for enterprises to establish and maintain their competitive advantage. It is not only a valuable wealth accumulated by enterprises for many years, but also an important guarantee for the realization of sustainable development. Setting up a good brand image can make the new enterprise occupy the market rapidly, the old enterprise continues to expand its territory, and the consumer can effectively identify the excellent goods and services. With the increasing market competition, the scientific evaluation of brand has become a trend. Since the concept of brand value was put forward, brand value has not only been studied deeply in academic circles, but also widely discussed in society. Interbrand is the pioneer of brand evaluation, and its Interbrand model has been widely used and recognized in practice for many years. The model assumes that the size of brand equity comes from its future earnings. The model takes full account of the financial situation and market characteristics of the enterprise, but its disadvantage is that it relies too much on the expert scoring method and is too subjective. Professional market brand, as a fashionable word that has just arisen, has only been known and well known by scholars in recent years, and the research on the evaluation of brand value in professional market is even more rare. At present, no scholars have put forward a model that is suitable for brand value evaluation in professional market. Therefore, this paper still adopts the most recognized Interbrand model to evaluate the brand value of the professional market. It is the most widely used value evaluation model at present. In order to make up for the shortcomings of the subjective nature of the original model as far as possible, this paper tries to make up for the disadvantages of the original model. Considering the accuracy and accessibility of the data, the parameters such as brand action index and brand strength are modified. The modified model adopts questionnaire survey method to collect data, uses importance ranking method, analytic hierarchy process and fuzzy evaluation matrix method to organize and analyze the data. The new model fully considers the importance of consumer factors in data acquisition, which makes up for the defect that the original model pays less attention to consumer factors, which is one of the innovative points of this study. Then, the modified Interbrand model is used to evaluate the brand value of Yiwu China Commodity City, Shaoxing China Textile City and Haining Chinese Leather City. The calculated brand value is 4.652 billion yuan, 2.103 billion yuan and 4.075 billion yuan respectively. Finally, the rationality of the modified model is analyzed, and the differences between the results are explained from the two aspects of index selection and basic data. When comparing the difference of brand value among the three markets, we find the key factors that affect the brand construction in the professional market, and point from the brand function index, brand strength, This paper puts forward some reasonable suggestions on the financial profit margin of brand, professional market level and social level. This paper holds that we must pay attention to the optimization of commodity quality, enhance the market brand competitiveness, innovate management, profit model, establish brand sharing mechanism and perfect management. Five aspects of service environment to strengthen China's professional market brand construction, further enhance brand value.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2
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