Interbrand模型在电商企业品牌价值评估中的应用研究

发布时间：2018-03-09 21:46

本文选题：电商企业　切入点：品牌价值　出处：《江苏大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,我国电子商务行业发展如火如荼,市场竞争日益激烈,相对于其他行业,电商企业面对的市场具有更高的不确定性,市场的波动相对较大,未来的成本和盈利状况都存在非常大的不确定性。这样的市场环境使得电子商务企业的品牌价值具有品牌收益难以确定、品牌建设费用较高等特点。由于这些上述的电商企业特点,其品牌价值很难用简单传统的品牌价值评估方法客观合理地评价,因此,我们将对传统的评估模型进行调整和修正,以期新的评估方法能更科学客观地评价企业品牌价值。本文分为六个部分。第一部分为绪论,首先从电子商务行业的总体发展状况和我国企业品牌管理现状两方面入手,阐述了研究背景;同时明确了研究目的和研究意义;又查阅了大量文献,总结了目前国内外对品牌、品牌价值以及品牌价值评估的研究现状。第二部分概述了电商企业的品牌价值,主要阐述了电子商务企业的品牌价值内涵及其构成要素,本文认为,品牌是电商企业在激烈的竞争中脱颖而出的关键,而电商企业品牌价值来源于品牌成本和品牌附加价值,这一观点也为后面电商企业品牌资产评估选取和修正评估模型奠定基础;第三部分阐述并评价了目前用于品牌价值评估的三大类主流评估方法:基于消费者要素的评估模型、基于市场要素的评估模型和基于财务要素的评估方法,根据几种评估模型的各自的特点,确定了适合应用于电商企业特性的模型;第四部分对Interbrand评估方法的局限性进行了阐述,并对品牌产品营业利润预测值、品牌作用系数、品牌强度三方面进行了调整和修正;第五部分,引入天天买区域电商,了解案例企业相关情况,并将修正后的评估模型应用于案例企业品牌价值,证实修正后的评估方法的可行性;第六部分,对本文的研究内容进行总结,并对所研究的理论、方法及实践做出展望,同时对修正后的评估模型进行评价,得出如下结论:品牌价值的评估对企业的筹资活动、经营活动以及行业创新都有积极意义;采用层次分析法可规避目前我国评估行业没有覆盖各行各业基准信息的数据库这一问题;采用灰色聚类分析量化品牌强度,对多个定量和定性指标按照一定的权重进行分析,很大程度上可以减少专家打分的主观性;因此,这一评估模型具有计算简单、可操作性较强的特点。
[Abstract]:At present, the development of China's e-commerce industry like a raging fire, the increasingly fierce market competition, compared with other industries, the business enterprise in the face of the market has higher uncertainty, market volatility is relatively large, the future costs and profitability are very big uncertainty. So the market environment of electronic business enterprise brand value brand it is difficult to determine the income, higher brand construction costs. Because of these above business enterprise characteristics, its brand value is difficult to assess, objectively and reasonably with the brand value evaluation method is simple and traditional so we will on the traditional evaluation model is used to adjust and correct evaluation methods to new more scientific and objective evaluation of enterprise brand value. This paper is divided into six parts. The first part is the introduction, first from the overall development situation of e-commerce industry and our country enterprise brand management Two aspects of the status quo, elaborated the research background; at the same time the clear purpose of the study and research significance; and access to a large number of documents, it summarizes the brand, brand value, brand value evaluation research status. The second part summarizes the business enterprise brand value, mainly expounds the connotation of the brand value of e-commerce enterprises in this paper, and the component elements of the brand is the key to business enterprise talent shows itself in the fierce competition in the business enterprise, and brand value comes from the cost of the brand and brand value added, this view also evaluated selection and lay the foundation for correct evaluation model after business enterprise brand assets; the third part is currently used in three main categories the evaluation of brand value evaluation method evaluation: evaluation model based on the evaluation factors of consumers, market factors and model based on financial assessment based on elements According to several evaluation methods, evaluation model of the respective characteristics, determine the suitable for the application in the business enterprise model; the fourth part evaluation of the limitations of the method of Interbrand are expounded, and the operating profit forecast value of brand products, brand effect coefficient, brand strength three aspects of adjustment and revision; the fifth part introduced every day buy the regional electricity supplier, understand the relevant situation of case enterprise, and the revised evaluation model is applied to the case of enterprise brand value evaluation method, confirm the feasibility of the revised; sixth part of the research content is summarized, and the research on the theory, method and practice make prospects, and made evaluation on assessment and amendment after the model, draw the following conclusion: the evaluation of the brand value of the enterprise financing activities, has positive significance of business activities and industry innovation; using the analytic hierarchy process can be used to avoid This problem of our country assessment industry does not cover all walks of life reference information database at present; using grey clustering analysis to quantify the brand strength, analysis of a number of quantitative and qualitative indicators according to a certain weight, largely reduces the subjectivity of expert scores; therefore, this evaluation model is simple in calculation, strong operability. Features.

【学位授予单位】：江苏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F724.6

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