老字号品牌价值评估研究

发布时间：2018-03-29 19:11

本文选题：老字号　切入点：品牌价值　出处：《东华大学》2013年硕士论文

【摘要】：21世纪是品牌经济的世纪,而中国的现代品牌相对欧、美、日等发达地区和国家而言,仍处于落后的位置。中国有1000多家老字号,其中历史最长的甚至有五六百年。但是这些品牌没有一个成为世界名牌。中华老字号有着现代品牌无法跨越的优势,但是由于基于社会性考虑的老字号价值和基于经济性考虑的老字号价值之间存在了巨大的差异,老字号的融资渠道受到了很大的限制,影响其进一步发展。老字号有着不可替代的社会文化价值,因此本文提出应该将老字号的社会文化价值转化为市场价值,以提升老字号的整体融资能力和市场竞争力。首先,本文介绍了品牌、老字号及品牌价值评估研究的基本理论,界定了品牌、老字号及品牌价值的定义。通过对文献进行梳理,将已有的品牌价值评估方法分为传统和现代典型的品牌价值评估法,并详细介绍了四种品牌价值评估方法,分别是英特品公司的品牌价值评估法、艾克的品牌资产五星模型、北京名牌资产评估有限公司评估方法和忠诚因子法。通过文献研究,本文发现已有的品牌价值评估模型考虑的因素并不全面,没有一个评估模型考虑到了品牌的历史文化价值和社会价值,因此现有的评估法并不适用于老字号。本文创新性地建立了针对老字号的品牌价值评估模型。本文以英特品评估法为基础,综合艾克的品牌评估模型以及老字号的特征,加入了创新能力、社会认可、社会价值及文化价值这四项新的指标,构建了一个针对老字号的全方位的品牌价值评估模型。并引入层次分析法和模糊综合评价法来确定品牌作用指数、各指标权重及品牌强度得分。然后,本文以茅台为例,对其品牌价值进行评估,以验证模型的科学性与有效性。结果显示利用国际通用的英特品法评估茅台的品牌价值时,茅台的品牌价值被低估。最后,根据本文的评估结果,为茅台品牌今后的发展提出了相关建议。
[Abstract]:The 21st century is the century of brand economy, and China's modern brands are still in a backward position compared with developed regions and countries such as Europe, the United States, Japan, etc. China has more than 1000 old brands. Among them, the longest history is even five or six hundred years. But none of these brands has become a world famous brand. The old Chinese brands have the advantage that modern brands cannot transcend. However, due to the huge difference between the value of the old brand based on social considerations and the value of the old brand based on economic considerations, the financing channel of the old brand has been greatly restricted. The old brand has irreplaceable social and cultural value, so this paper puts forward that the social and cultural value of the old brand should be transformed into the market value in order to enhance the overall financing ability and market competitiveness of the old brand. First of all, this paper introduces the basic theory of brand, old brand and brand value evaluation, defines the definition of brand, old brand and brand value. The existing brand value evaluation methods are divided into traditional and modern typical brand value evaluation methods, and four brand value evaluation methods are introduced in detail, which are the brand value evaluation method of Internet Company and the five-star model of Ike's brand equity. The evaluation method and loyalty factor method of Beijing famous Brand Asset Appraisal Co., Ltd. Through the literature research, this paper finds that the factors considered in the existing brand value evaluation model are not comprehensive. No evaluation model takes into account the historical, cultural and social value of the brand, so the existing evaluation method does not apply to the old brand. This paper creatively establishes the brand value evaluation model for the old brand. Based on the English product evaluation method, this paper integrates Ike's brand evaluation model and the characteristics of the old brand, and adds the innovation ability, social recognition, Four new indexes, social value and cultural value, are constructed to evaluate the brand value of the old brand, and the analytic hierarchy process (AHP) and the fuzzy comprehensive evaluation method are introduced to determine the brand function index. Each index weight and brand strength score. Then, taking Maotai as an example, this paper evaluates its brand value to verify the scientific and validity of the model. The results show that the brand value of Moutai is underestimated when the international common international method of international products is used to evaluate the brand value of Moutai. According to the evaluation results of this paper, some suggestions are put forward for the future development of Maotai brand.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.82

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