中华老字号品牌价值评估与提升研究

发布时间：2018-10-24 16:55

【摘要】：从全球范围来看,品牌经济越来越受到各国重视,成为一国经济实力的表现,我国也多次发文强调品牌在经济发展中的引领作用。2006年和2008年,经商务部认定,我国共有1128家中华老字号。这些企业历史悠久,是中华民族工商业的精英,有着巨大的社会价值及文化价值,在一定程度上代表了中华民族品牌实力,是推动中国品牌经济的重要力量。但在当今社会,中华老字号的发展屡屡受阻,无明确的提升路径,品牌价值评估模型不适用,品牌价值遭受低估,使得基于社会性考量的中华老字号价值和基于经济性考量的中华老字号价值之间存在着较大的差异。本文的研究分为三部分。第一部分,梳理、分析、总结了中华老字号发展至今所具有的优势及存在的不足,认为中华老字号的品牌价值主要体现在市场、消费者及社会文化方面,形成三类价值,并且以上三种价值共同对品牌价值产生作用,具有叠加效应。同时,采取积极措施的企业未来有更好的前景,具有更高的品牌价值,因此发展潜力对品牌价值具有乘数作用;第二部分是在前述分析的基础上,从促进中华老字号品牌价值提升的角度出发,采用层次分析法,构建中华老字号品牌价值评估模型。将模型分为品牌强度评估与品牌发展潜力评估两部分,选取能够公允衡量两者的指标搭建评估体系,并采用模糊综合评价法计算品牌价值。同时利用评估模型总结出品牌价值提升策略。最后,为验证模型的可行性和易操作性,以“同仁堂”为例,对其品牌价值进行了评估,对品牌目前情况做出了分析,并针对模型提出品牌提升策略。
[Abstract]:From a global perspective, the brand economy has been paid more and more attention to by all countries and has become an expression of a country's economic strength. China has also repeatedly issued papers emphasizing the leading role of brands in economic development. In 2006 and 2008, the Ministry of Commerce confirmed that, There are 1128 old Chinese brands in China. These enterprises have a long history, are the elite of Chinese industry and commerce, have enormous social value and cultural value, represent the strength of Chinese brand to some extent, and are the important force to promote Chinese brand economy. However, in today's society, the development of old Chinese brands is often blocked, there is no clear path of promotion, the brand value evaluation model is not applicable, and the brand value is underestimated. There is a great difference between the value of the old Chinese brand based on social considerations and the value of the old Chinese brand based on economic considerations. This paper is divided into three parts. The first part, combing, analyzing, summing up the advantages and disadvantages of the development of the old Chinese brand so far, thinks that the brand value of the old Chinese brand mainly embodies in the market, consumer and social culture, forming three kinds of values. And above three kinds of value together produce effect to brand value, have superposition effect. At the same time, the enterprises that take positive measures have better prospects and higher brand value in the future, so the development potential has multiplier effect on brand value. The second part is based on the above analysis. From the perspective of promoting the promotion of the brand value of the old Chinese brands, this paper uses the analytic hierarchy process (AHP) to construct the evaluation model of the brand value of the old Chinese brands. The model is divided into two parts: the evaluation of brand strength and the evaluation of brand development potential. The evaluation system is constructed by selecting the indexes that can be measured fairly, and the value of brand is calculated by fuzzy comprehensive evaluation method. At the same time, the evaluation model is used to summarize the brand value promotion strategy. Finally, in order to verify the feasibility and ease of operation of the model, taking Tongrentang as an example, this paper evaluates its brand value, analyzes the current situation of the brand, and puts forward the brand promotion strategy for the model.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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