基于HIROSE-CNGarments模型的公司品牌价值评估研究——以2015～2016年度服装上市公司为例

发布时间：2018-10-16 23:01

【摘要】：开展服装行业的品牌价值评估,对于推动企业名牌发展战略,提高自主品牌国际知名度和影响力具有重要意义。文章在收集整理A股服装上市公司发布的2010~2015年的年度财务报告的基础上,运用HIROSE-CNGarments模型计算并发布了2015年度以及2016年度服装上市公司品牌价值评估结果,在此基础上,我们进一步对比了连续三年评估结果,分析了变化原因。结果表明:对专业化服装企业而言,运用HIROSE-CNGarments模型进行公司品牌价值评估,其排名的顺序具有一定的相对稳定性。在经济下行期,评估的品牌上市公司较行业内最差的公司抵御风险能力强,加之宽松的货币政策,提高了公司品牌价值,忠诚度对公司品牌价值起正面作用。在GDP降幅趋缓的环境下,公司扩张力的表现有所差异。
[Abstract]:It is of great significance to carry out the brand value evaluation of garment industry to promote the development strategy of enterprise famous brand and to improve the international popularity and influence of independent brand. On the basis of collecting and sorting out the annual financial reports issued by A-share clothing listed companies from 2010 to 2015, this paper calculates and publishes the brand value evaluation results of clothing listed companies in 2015 and 2016 by using HIROSE-CNGarments model. We further compared the results for three consecutive years and analyzed the reasons for the change. The results show that for the specialized garment enterprises, the order of ranking is relatively stable by using HIROSE-CNGarments model to evaluate the brand value of the company. During the economic downturn, the evaluated brand listed companies have stronger ability to resist risks than the worst companies in the industry, coupled with loose monetary policy, which improves the brand value of the company, and loyalty plays a positive role in the company brand value. In the GDP decline in the environment, the company's expansion performance has been different.
【作者单位】：北京服装学院商学院;
【基金】：北京服装学院2016年大学生科研训练计划项目“2016年度纺织服装上市公司品牌价值评估”(项目编号:URTP2016-65)
【分类号】：F426.86;F273.2

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