发电企业品牌价值评估及影响因素研究

发布时间：2019-05-17 19:22

【摘要】：在经济体制改革的总指导下,品牌价值在“走出去”和“引进来”的战略中隐藏于企业的扩张、兼并和投融资等活动内,特别是面对改革和市场竞争的发电企业来说具有重要作用。具体来说,发电企业只有品牌价值评估才能量化品牌资产,才能清晰地认识到自身品牌价值的多少,才能重视企业品牌发展和制定提升品牌价值的可行方案,才能保证企业在世界经济舞台上拥有核心竞争力。本文首先通过文献分析法等对相关理论和背景意义进行概述,为后续研究提供理论依据。其次,通过比较分析法和综合评价法等选出适合于我国发电企业品牌价值评估的Interbrand法,并结合发电行业实际状况展开改良,以期符合评估目的。并通过案例分析和对比分析结果,验证本文改进后的模型适用性。之后,为完善整个研究过程,本文以评估结果为对象,从定量和定性两个角度分析影响品牌价值的因素。其中,定量分析主要借助SPSS 20工具进行相关性分析和回归分析,确定各要素与品牌价值的相关性和影响程度。最后,本文以影响因素的分析结果为导向,得出发电企业提升品牌资产价值的建议,形成既研究品牌价值评估过程又研究品牌价值评估作用的较为完善的评估体系。本文的研究思路以构建发电企业品牌价值评估模型为主线,以影响因素分析和对应政策为辅助,以形成较为完整的品牌价值评估研究体系为目标,整个研究主要从三方面展开深入:第一,评估对象。本文的大背景是我国的电力体制改革,选择了发电行业这一面临诸多市场挑战的行业,以期能提出相关意见为我国发电企业的发展提供参考;同时,由于我国绝大多数企业的产品品牌财务数据很难从整个财务报告中剥离出来这一现状,因此本文的研究对象选择的是企业品牌,而不仅仅是产品品牌。第二,评估指标的确定。本文采用层次分析法和更加客观、易量化的指标确定模型中的七因素,为最终得出较为客观准确的结果做准备。第三,评估作用。在对评估模型改进和应用后,本文以评估结果为对象分析了品牌价值的影响因素并提出相应的提升建议,证明了品牌价值评估的作用,使得品牌价值评估更加完整。
[Abstract]:Under the general guidance of the economic system reform, the brand value is hidden in the expansion, merger, investment and financing activities of the enterprise in the strategy of "going out" and "introducing". Especially in the face of reform and market competition, power generation enterprises play an important role. Specifically, only by evaluating the brand value can the power generation enterprises quantify the brand equity, clearly realize the amount of their own brand value, and attach importance to the brand development of the enterprise and formulate a feasible scheme to enhance the brand value. In order to ensure that enterprises have the core competitiveness on the world economic stage. Firstly, this paper summarizes the relevant theories and background significance through literature analysis, which provides a theoretical basis for follow-up research. Secondly, through comparative analysis method and comprehensive evaluation method, the Interbrand method suitable for brand value evaluation of power generation enterprises in China is selected, and the improvement is carried out according to the actual situation of power generation industry, in order to meet the purpose of evaluation. The applicability of the improved model is verified by case analysis and comparative analysis. After that, in order to perfect the whole research process, this paper takes the evaluation results as the object, and analyzes the factors that affect the brand value from both quantitative and qualitative angles. Among them, the quantitative analysis mainly uses SPSS 20 tool to carry on the correlation analysis and the regression analysis, determines the correlation and the influence degree between each element and the brand value. Finally, based on the analysis results of influencing factors, this paper draws some suggestions for power generation enterprises to improve the value of brand equity, and forms a more perfect evaluation system, which not only studies the process of brand value evaluation, but also studies the role of brand value evaluation. The research idea of this paper is to construct the brand value evaluation model of power generation enterprises as the main line, to assist by the analysis of influencing factors and the corresponding policies, and to form a more complete brand value evaluation research system as the goal. The whole research is mainly carried out from three aspects: first, the evaluation object. The background of this paper is the reform of China's power system. The power generation industry, which is facing many market challenges, is selected in order to provide reference for the development of power generation enterprises in China. At the same time, because the financial data of the product brand of most enterprises in our country are difficult to separate from the whole financial report, the research object of this paper is the enterprise brand, not just the product brand. Second, the determination of evaluation indicators. In this paper, analytic hierarchy process (AHP) and more objective and quantitative indexes are used to determine the seven factors in the model, in order to prepare for the final objective and accurate results. Third, the role of evaluation. After the improvement and application of the evaluation model, this paper analyzes the influencing factors of brand value with the evaluation results as the object, and puts forward the corresponding promotion suggestions, which proves the function of brand value evaluation and makes the brand value evaluation more complete.
【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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