国产手机品牌价值评价与建设问题研究

发布时间：2018-07-25 11:25

【摘要】：随着科技的不断发展和手机在我国国民中的普及，手机已经成为大众最为关注和喜爱的电子类消费产品。我国手机企业历经二十多年的发展，已经成为我国重要的产业之一。随着全球经济一体化进程加快，智能手机科技的飞速进步与不断普及应用，中国也成为全球最大的手机出货市场。但是手机市场的竞争越来越激烈，国产手机企业生存所处的环境十分不稳定，需要国产手机企业加强各方面建设提升竞争力。品牌价值作为企业当中无形资产的重要一环，能带给企业额外的收益，是许多企业、研究机构和专业人士的关注焦点。随着经济全球化的发展，品牌价值的建设成为企业市场竞争中的核心因素，也影响消费者产生购买产品的意向和行为。本文对品牌以及品牌价值理论的发展与现阶段的成果进行了研究与探讨，然后分析了国内外的学者对品牌价值评价的研究方法与参考模型。通过综合这些理论与研究方法，详细得出在构建品牌价值评价体系中需要从哪些来源因素中选取指标。接下来，，本文介绍了我国手机市场与企业的形成、发展历程以及现状，发现了国产手机企业存在的一些问题与不足，尤其是与国际知名手机企业如三星公司，苹果公司相比，在建设企业的品牌价值方面还有一段距离。因此，在现有基础上研究与评价国产手机企业的品牌价值，是对过往知识的归纳与创新，也为当前国产手机企业追求卓越发展、提升产业地位有重要意义。综合品牌价值评价等各方面研究，本文针对过往一些企业的品牌价值评价方法、手机企业的内部与外部环境、消费者的喜好程度以及我国特有的国情等因素，客观科学的使用德尔菲法，定量分析与定性分析相结合的构建了国产手机企业品牌价值评价综合体系。然后，本文运用层次分析法，确立了评价体系中的各指标权重。最后以国产手机企业中的小米手机为案例，使用云理论中的云重心评价法对小米手机的品牌价值进行评价，实证研究了小米公司在品牌价值建设中的优势与存在的问题，由此分析并归纳出提升我国手机企业品牌价值建设的建议和对策，力争使国产手机企业在未来的发展和激烈的国际市场竞争中占据主动与优势。
[Abstract]:With the continuous development of science and technology and the popularity of mobile phones in China, mobile phones have become the most concerned and favorite consumer electronic products. After more than 20 years of development, mobile phone enterprises in China have become one of the important industries. With the acceleration of global economic integration and the rapid development and popularization of smartphone technology, China has become the world's largest mobile phone shipping market. However, the competition in the mobile phone market is becoming more and more fierce, and the survival environment of domestic mobile phone enterprises is very unstable, which requires domestic mobile phone enterprises to strengthen the construction of various aspects to enhance their competitiveness. Brand value, as an important part of intangible assets, can bring extra income to enterprises, which is the focus of many enterprises, research institutions and professionals. With the development of economic globalization, the construction of brand value becomes the core factor in the market competition of enterprises, and also affects the intention and behavior of consumers to purchase products. In this paper, the development of brand and brand value theory and current achievements are studied and discussed, and then the research methods and reference models of brand value evaluation by domestic and foreign scholars are analyzed. By synthesizing these theories and research methods, we can find out in detail which source factors should be selected in the construction of brand value evaluation system. Then, this paper introduces the formation, development and current situation of Chinese mobile phone market and enterprises, and finds some problems and shortcomings of domestic mobile phone enterprises, especially compared with well-known mobile phone companies such as Samsung and Apple. In building the brand value of the enterprise there is a distance. Therefore, on the basis of the existing research and evaluation of the brand value of domestic mobile phone enterprises, is the induction and innovation of the past knowledge, but also for the current domestic mobile phone enterprises to pursue outstanding development, enhance the status of the industry has an important significance. Comprehensive brand value evaluation and other aspects of research, this paper aimed at some enterprises in the past brand value evaluation methods, mobile phone enterprises internal and external environment, consumer preferences, as well as China's unique national conditions and other factors, Using Delphi method objectively and scientifically, combining quantitative analysis and qualitative analysis, the comprehensive evaluation system of brand value of domestic mobile phone enterprises is constructed. Then, the paper establishes the weight of each index in the evaluation system by using the analytic hierarchy process (AHP). Finally, taking Xiaomi mobile phone in domestic mobile phone enterprise as an example, using cloud center of gravity evaluation method in cloud theory to evaluate the brand value of Xiaomi mobile phone, the paper empirically studies the advantages and existing problems of Xiaomi company in brand value construction. This paper analyzes and summarizes the suggestions and countermeasures to improve the brand value of mobile phone enterprises in China, and tries to make domestic mobile phone enterprises take the initiative and advantage in the future development and fierce international market competition.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63

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