基于Interbrand模型的家电零售企业品牌价值评估方法研究

发布时间：2018-03-10 09:30

本文选题：家电零售　切入点：品牌价值评估　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展,企业越来越重视对品牌的创建与管理,而在对品牌进行经营管理的过程中,品牌价值评估无疑是其中很重要的一部分。同时,各种各样经济活动的频繁发生,如：企业并购、重组、企业改制、产权转让、破产清算等,都加大了对品牌价值评估的需求。随着近几年市场的变化,家电零售企业进入了一个不同的发展阶段,利用已有的品牌价值评估方法对家电零售企业品牌价值进行评估,存在着一些不合理之处,因此,对家电零售企业品牌价值评估的研究是必要的,也是非常重要的。本文通过阅读文献,对品牌价值的内涵、来源、构成要素等相关理论进行了归纳总结,并对品牌价值评估方法进行分类,并作了对比分析,最终选取Interbrand模型作为改进的基础模型,结合家电零售企业品牌的发展现状,构建了品牌价值四因素模型。在这个模型中,首先,结合对家电零售企业品牌价值影响机理的分析,选取四因素代替Interbrand模型中的七因素,采用层次分析法建立四因素评价体系衡量品牌在市场上的表现,确定品牌强度,摒弃了Interbrand模型中专家打分的方法；其次,在考虑“品牌价值来源于品牌能够为企业带来长期稳定的现金流”这一观点的基础上,结合现阶段家电零售企业的发展现状,采用较为稳定的年现金流量来代替波动较大的年销售收入作为计算品牌收益的基础,使结果更具可靠性；再次,在对品牌作用力指数进行确定时,本文加入了消费者因素,利用问卷调查、重要性排序等方法确定品牌对消费者购买行为的影响程度,得出品牌作用力指数,使评估结果更具客观性。此外,本文还以“苏宁”、“国美”品牌为例,对品牌价值四因素模型进行了运用,并对结果进行了分析。本文建立的品牌价值四因素模型,是在对Interbrand模型修正的基础上构建的,充分考虑了现阶段家电零售业的行业特征：利润波动较大、亏损或微利现象的出现、线上渠道的发展,广告宣传力度及方式的改变等。因此,本文建立的品牌价值四因素模型能够为家电零售企业品牌价值评估提供一定的借鉴意义。
[Abstract]:With the development of economy, enterprises pay more and more attention to the establishment and management of brands, and in the process of brand management, brand value evaluation is undoubtedly a very important part. At the same time, a variety of economic activities occur frequently. For example, M & A, reorganization, restructuring, transfer of property rights, bankruptcy liquidation and so on have increased the demand for brand value evaluation. With the changes in the market in recent years, home appliance retail enterprises have entered a different stage of development. There are some unreasonable points in evaluating the brand value of household appliances retail enterprises by using the existing brand value evaluation methods. Therefore, it is necessary to study the brand value evaluation of household appliances retail enterprises. It is also very important. Through reading the literature, this paper summarizes the relevant theories of brand value, such as the connotation, source, constituent elements and so on, and classifies the method of brand value evaluation, and makes a comparative analysis. Finally, the Interbrand model is selected as the improved basic model, and the four-factor model of brand value is constructed according to the current situation of the brand development of the household appliances retail enterprises. In this model, firstly, the influence mechanism of the brand value of the household appliances retail enterprises is analyzed. This paper selects four factors instead of seven factors in the Interbrand model, establishes a four-factor evaluation system to measure the brand performance in the market, determines the brand strength, and abandons the expert scoring method in the Interbrand model. On the basis of considering that the brand value comes from the brand can bring long-term stable cash flow to the enterprise, combined with the current development situation of the household appliance retail enterprises, A more stable annual cash flow is used to replace the fluctuating annual sales income as the basis for calculating brand income, which makes the results more reliable. Thirdly, when determining the brand force index, this paper adds the consumer factor. By means of questionnaire survey, importance ranking and other methods, the influence degree of brand on consumer purchase behavior is determined, and the brand force index is obtained, which makes the evaluation result more objective. In addition, this paper also takes "SUNING" and "Gome" brand as examples. The four-factor model of brand value is applied and the result is analyzed. The four-factor model of brand value is based on the modification of Interbrand model. This paper fully considers the characteristics of the household appliance retail industry at this stage: the fluctuation of profit, the appearance of loss or slight profit, the development of online channels, the change of advertising intensity and method, etc. The four-factor model of brand value established in this paper can provide some reference for the brand value evaluation of household appliances retail enterprises.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F273.2

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