基于TBCI2.0的网红资产价值持久性研究

发布时间：2018-07-09 15:18

本文选题：网红 + 网红资产价值　；参考：《山东大学》2017年硕士论文

【摘要】：近几年来,网红与网红经济发展如火如荼,迅速吸引了大众眼光,其惊人的爆发力和商业价值更是令人咋舌。"2016年第一网红" Papi酱就是其中的典型代表。目前对网红的研究多见于新闻报道,内容多是对新闻现象进行描述,缺乏系统性研究;视角多是传播学和市场营销学视角,几乎没有涉及资产评估视角。本文从资产评估视角,将网红看作一种无形资产,对网红资产如何估值以及如何增值这两大问题进行了研究。首先,本文系统梳理了网红资产价值评估方法和网红资产如何增值的文献资料。针对网红资产如何估值的问题,本文较为完整地分析了经典的绝对价值法下无形资产价值评估的方法和目前网红市场主流的相对价值法评估方法;针对如何增值的问题,梳理发现现有研究多为来自市场营销方面的零碎的建议。接下来,本文梳理了我国网红的产生、分类、发展历程、中外差异、变现模式、产业链、发展趋势等,系统性地总结和分析了我国网红及网红经济的现状。由于网红资产的特殊性,前述这两类方法在网红资产这一新型无形资产的价值评估中均存在问题,不太适用。本文参考品牌经济学理论,将网红资产看作品牌资产,采用定性分析法和案例分析法,通过总结影响网红资产价值的因素,构建网红资产价值函数,提出了网红资产价值评估的方法,并以"罗辑思维"为例进行了网红资产价值评估实务。最后,本文结合品牌工程学TBCI2.0理论,继续以罗辑思维为案例,以网红资产持久化为核心,提出了网红资产增值的若干建议。通过以上研究,本文将资产评估理论,尤其是品牌经济学理论应用于网红资产价值评估和增值的实践,提出了网红资产估值方法和网红资产增值措施,较好地解决了问题,实现了理论与实践的结合。
[Abstract]:In recent years, the economic development of online celebrities and online celebrities has been in full swing, attracting rapid public attention, and its astonishing explosive power and commercial value are even more shocking. Papi Sauce, "the first Internet Red Man of 2016", is a typical example of this. At present, the research on Internet celebrities is mostly seen in news reports, and the content is mostly to describe the phenomenon of news, lack of systematic research; the perspective is mostly communication and marketing perspective, almost no asset evaluation perspective. From the perspective of asset evaluation, this paper takes the network red person as an intangible asset, and studies how to evaluate and how to increase the value of the network red person's assets. First, this paper systematically combs the network red person asset value appraisal method and the network red person asset how to increase the value literature. In view of the problem of how to evaluate the network red person's assets, this paper analyzes the methods of intangible assets' valuation under the classical absolute value method and the relative value method which is the mainstream of the network red person's market at present, aiming at the problem of how to increase the value. Combing found that the existing research is mostly from the marketing of piecemeal recommendations. Then, this paper combs the emergence, classification, development process, difference between China and foreign countries, realization mode, industry chain, development trend and so on, and systematically summarizes and analyzes the present situation of our country network red person and network red person economy. Because of the particularity of the network red person assets, the two methods mentioned above have some problems in the evaluation of the value of the network red person asset, which is a new type of intangible asset, which is not very suitable. In this paper, referring to the theory of brand economics, the network red person asset is regarded as the brand asset, and the qualitative analysis method and the case analysis method are used to construct the network red person asset value function by summarizing the factors that affect the network red person asset value. This paper puts forward the method of evaluating the value of network red person's assets, and takes "Luo Ji thinking" as an example to carry on the practice of network red person's asset value evaluation. Finally, based on the TBCI 2.0 theory of brand engineering, this paper continues to take Luo Ji thinking as a case study, and puts forward some suggestions on how to increase the value of network red person's assets with the core of network red person's asset persistence. Through the above research, this paper applies the theory of asset evaluation, especially the theory of brand economics, to the practice of valuation and appreciation of network red person's assets, and puts forward the valuation method of network red person's assets and the measures of network red person's assets' appreciation, which solves the problem better. The combination of theory and practice is realized.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

【相似文献】