TSHD陶瓷公司自创商誉管理与改进研究

发布时间：2018-05-09 12:45

本文选题：自创商誉管理 + 改进　；参考：《河北工业大学》2013年硕士论文

【摘要】：TSHD陶瓷公司经过近三十年的不懈努力，在陶瓷行业中打拼出一片天地，并广受业内好评和消费者青睐。但在金融危机的影响下，整个行业风起云涌，为了求得发展，兼并与被兼并浪潮激烈上演着。TSHD陶瓷公司也受到了不小的冲击，在未来的很长一段时期，如何保有并增加市场份额成了企业要面对的课题。为了准确的估量潜在被并企业的价值，更准确的掌握自身在市场中的公允价值，综合反映企业信誉、口碑、质量、技术、消费者认可度等的企业自创商誉重回企业视线中来。本文通过分析TSHD陶瓷公司实际状况，分析造成企业自创商誉管理现状的原因。这些原因的存在具有普遍性，比如制度上的不要求不规范，企业上的不重视不管理，操作上的难计量等。然而自创商誉的管理与确认不但是企业内部管理的要求，也符合对外树立形象以获得更广泛认可、更好发展的要求。自创商誉管理的改进有助于信息使用者了解企业财务状况和经营成果，帮助其对企业过去、现在和未来事项的结果进行更准确的预测并加以决策，良好的商誉能够进行低成本筹资，还可以帮助企业实现低成本扩张，更能引导企业对公司体制、人员管理、企业文化、市场营销等方面进行改进和管理。为了TSHD陶瓷公司对商誉进展开管理，本文在影响商誉的因素中选取了重要的六个方面，，并从这六方面加强管理，即“产品质量精益求精，技术创新与时俱进”、“建设完善规章制度，提升公司管理效率”、“企业文化把握航向，凝聚人心”、“注重人才培养，完善激励制度”、“做好需求预测，抢占市场先机”、“打造绿色企业，践行社会责任”。最后，针对TSHD陶瓷公司的具体情况，本文提出了一套适合TSHD陶瓷公司、具有可操作性的商誉确认计量模型——“主要因素量化分析法”来对商誉管理效果进行确认。
[Abstract]:TSHD ceramics company after nearly 30 years of unremitting efforts, in the ceramic industry to put together a world, and widely praised by the industry and consumers. However, under the influence of the financial crisis, the whole industry is surging. In order to achieve development, the tide of mergers and acquisitions has been intensely staged by .TSHD Ceramics Company. In the long term in the future, How to maintain and increase the market share has become the subject that enterprises have to face. In order to accurately estimate the value of potential and merged enterprises, more accurately grasp their own fair value in the market, comprehensively reflect the corporate reputation, word of mouth, quality, technology, consumer recognition and other self-created goodwill back to the enterprise line of sight. This paper analyzes the actual situation of TSHD Ceramics Co., Ltd. The existence of these reasons is universal, such as the system does not require non-standard, the enterprise does not attach importance to the management, the operation is difficult to measure and so on. However, the management and confirmation of self-created goodwill is not only the requirement of enterprise internal management, but also conforms to the requirement of establishing external image to obtain wider recognition and better development. Improved self-generated goodwill management helps information users to understand the financial position and operating results of an enterprise, and to make more accurate predictions and decisions about the results of past, present and future events of the enterprise. Good goodwill can raise funds at low cost, can also help enterprises to achieve low-cost expansion, and guide enterprises to improve and manage the corporate system, personnel management, corporate culture, marketing, and so on. In order to carry out the management of goodwill in TSHD Ceramics Company, this paper selects six important aspects among the factors that affect goodwill, and strengthens the management from these six aspects, that is, "product quality keeps improving, technological innovation keeps pace with the times". "Building and perfecting the rules and regulations, improving the efficiency of the management of the company", "grasping the course of the enterprise culture, rallying people's hearts", "paying attention to the training of talents and perfecting the incentive system", "making a good demand prediction, seizing the market first opportunity", "building a green enterprise," The practice of social responsibility. Finally, according to the concrete situation of TSHD ceramics company, this paper puts forward a set of suitable and operable measurement model of goodwill confirmation for TSHD ceramics company, which is "main factor quantitative analysis method" to confirm the effect of goodwill management.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270;F426.721

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